Strategy July 26, 2023
Top 40 Suppliers 2023
Concerns? What concerns? Despite the many headaches suppliers faced, they still posted a banner year.
What a difference 12 months can make. Going into 2022, suppliers were contending with inventory shortfalls, labor woes, supply chain headaches and lingering pandemic concerns. By the end of the year, the Top 40 promotional products suppliers on this list had increased their revenue by a healthy 23%, and a quarter upped their sales by nearly 40% or more. Because the gains were universal, the makeup of this year’s Top 40 list remained generally status quo, with apparel firms (and, in particular, number-one supplier SanMar) continuing their reign at the top. As with our distributor list, the Counselor team obtained certified financial results for the Top 40 suppliers, and conducted research and interviews to vet the results, including deeper inquiries when companies posted significant sales growth or declines. Where will things stand in another 12 months? It’ll be interesting to find out.
| Company | 2022 sales (millions) |
2021 sales (millions) |
Difference | Rank change | 2019 sales (millions) |
|
|---|---|---|---|---|---|---|
| 1 | SanMar (EG) asi/84863 |
$3,400.0 | $2,880.0 | 18.1% | same | $2,400.0 |
| 2 | S&S Activewear (E) asi/84358 |
$2,100.0 | $1,510.0 | 39.1% | 1 | $1,300.0 |
| 3 | alphabroder asi/34063 |
$2,005.0 | $1,670.0 | 20.1% | 1 | $1,700.0 |
| 4 | PCNA asi/66887 |
$857.3 | $696.4 | 23.1% | same | $818.2 |
| 5 | Gildan (E) asi/56842 |
$762.2 | $652.5 | 16.8% | new | $624.0 |
| 6 | Hit Promotional Products asi/61125 |
$610.9 | $433.8 | 40.8% | 1 | $495.7 |
| 7 | Koozie Group asi/40480 |
$317.0 | $300.0 | 5.7% | 1 | $310.0 |
| 8 | HPG asi/61966 |
$268.8 | $172.7 | 55.6% | same | $205.7 |
| 9 | Next Level Apparel asi/73867 |
$265.0 | $275.0 | -3.6% | 2 | $228.3 |
| 10 | Staton Corporate & Casual asi/89380 |
$159.1 | $136.6 | 16.5% | 1 | $170.4 |
| 11 | Sportsman Cap & Bag asi/88877 |
$153.4 | $121.2 | 26.6% | same | $84.0 |
| 12 | Gemline asi/56070 |
$151.0 | $128.0 | 18.0% | 2 | $105.0 |
| 13 | Sunscope asi/90075 |
$116.7 | $109.4 | 6.6% | 1 | $94.9 |
| 14 | Logomark asi/67866 |
$115.4 | $92.3 | 25.0% | 1 | $98.5 |
| 15 | SnugZ USA asi/88060 |
$113.0 | $105.0 | 7.6% | 2 | $57.5 |
| 16 | Showdown Displays asi/87188 |
$104.5 | $71.4 | 46.4% | 3 | $87.8 |
| 17 | The Magnet Group asi/68507 |
$99.7 | $95.1 | 4.8% | 3 | $121.4 |
| 18 | Edwards Garment Co. asi/51752 |
$99.6 | $70.6 | 41.1% | 2 | $71.7 |
| 19 | 3M Promotional Markets asi/91240 |
$98.2 | $82.4 | 19.2% | 2 | $88.4 |
| 20 | Ariel Premium Supply asi/36730 |
$90.4 | $61.8 | 46.3% | 2 | $71.3 |
| 21 | World Emblem* asi/98264 |
$90.0 | $80.0 | 12.5% | same | $45.0 |
| 22 | NC Custom asi/44900 |
$77.0 | $73.0 | 5.5% | 4 | $60.5 |
| 23 | Cap America asi/43792 |
$76.8 | $49.0 | 56.9% | 8 | $44.0 |
| 24 | Cutter & Buck asi/47965 |
$71.0 | $54.0 | 31.5% | 3 | $79.0 |
| 25 | ADG Promo Products asi/97270 |
$69.0 | $59.0 | 16.9% | 2 | $52.3 |
| 26 | Stormtech asi/89869 |
$65.7 | $49.4 | 33.0% | 4 | $47.2 |
| 27 | Outdoor Cap Company asi/75420 |
$65.1 | $51.2 | 27.2% | 1 | $57.1 |
| 28 | Garyline* asi/55990 |
$64.7 | $49.9 | 29.8% | 3 | $53.8 |
| 29 | Innovation Line* asi/62660 |
$62.0 | $70.0 | -11.4% | 13 | $61.8 |
| 30 | Bag Makers asi/37940 |
$61.1 | $48.2 | 26.8% | 2 | $57.1 |
| 31 | Blue Generation asi/40653 |
$60.0 | $59.0 | 1.7% | 7 | $61.0 |
| 32 | Stouse asi/89910 |
$58.8 | $55.1 | 6.7% | 6 | $61.2 |
| 33 | Starline asi/89320 |
$57.9 | $48.0 | 20.5% | same | $34.0 |
| 34 | Goldstar asi/73295 |
$57.1 | $32.7 | 74.7% | new | $27.7 |
| 35 | Gill Studios asi/56950 |
$56.7 | $46.0 | 23.3% | same | $54.3 |
| 36 | OTTO International asi/75350 |
$51.3 | $33.9 | 51.3% | new | $26.7 |
| 37 | Delta Apparel (E) asi/49172 |
$49.6 | $46.7 | 6.2% | 3 | $46.2 |
| 38 | Tekweld asi/90807 |
$49.5 | $40.0 | 23.8% | 1 | $41.0 |
| 39 | Vantage Apparel asi/93390 |
$49.0 | $45.0 | 8.9% | 3 | $52.2 |
| 40 | Spector & Co. asi/88660 |
$47.1 | $30.0 | 57.1% | new | $49.5 |
Note: All revenues represent U.S./Canada promo sales.
E: Estimate; EG: Estimate W/Guidance; *: Restated prior year’s sales