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alphabroder Acquires Prime Line

Apparel supplier alphabroder (PPAI 477593) announced today that it has acquired supplier Prime Line (PPAI 112744). The combined company will have revenues of approximately $1.25 billion in 2018 in the promotional products market.

“The combination of these two great companies and cultures was born out of the input from our customers,” says Norm Hullinger, CAS, CEO of alphabroder. “We will honor this by continuing our sharp focus on their businesses. Bringing our organizations together will provide us with the flexibility and agility to focus 100 percent on our customers—to deliver best-in-class solutions to help their businesses succeed. This merger provides our customers with unmatched product choice, reach, delivery and availability. The quality and longevity of the Prime Line team and their corporate culture, firmly grounded in family values, brings a high level of predictability to the business which is essential to delivering the ultimate customer experience and these were the key drivers of this deal.”

Prime Line’s Jeff Lederer will serve as president of alphabroder’s hard goods division, which will operate under the Prime Line name, and report directly to Hullinger. Longtime members of Prime Line’s management team will also be joining alphabroder’s leadership.

Lederer says, “As a family business with longtime employees, we gave careful consideration to this strategic move and ultimately feel that this is in the best interest of both customers and employees. The industry is changing, and it was important for me to make sure Prime Line is positioned in the best possible way moving into the future. We have chosen a partner in alphabroder that matches our values and commitment to the future. I am so excited to work with Norm and Dan Pantano [president of alphabroder] helping to lead the team to the next level.”

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