Sealy, TX-based supplier Visual Promotions/VP Brand (asi/93997) has announced the purchase of the Frio Ice Chest Company. Financial terms of the deal were not disclosed.

“The Frio product brand has expanded rapidly in the promotional and retail market for us,” Jeff Brandes, co-owner of Visual Promotions, said in a press release. “We are very pleased with the results and have big plans for the future of all Frio products. Once our team reviewed our first-year sales results and examined our future product expansion, we knew that we were on to something special, so we wanted to capture full control of its potential.”

Visual Promotions has been the exclusive distributor of the Frio product line for the past year, developing several products such as the Frio 24-7 Tumbler with a bottle opener and accessorizing the line with genuine printed leather. Brandes says all Frio staff and employees, who moved to Visual’s offices in Sealy last year, will remain with the company following the purchase.

Since 1998, Visual Promotions has provided custom coolers and other promotional products in addition to screen printing, vinyl graphics, sublimation and UV printing. In 2012, Visual became Igloo Products Corporation’s exclusive decorator of its soft cooler bags.

Visual Promotions will display its complete Frio line at all primary industry shows as well as through its representative network covering the U.S.