Alphabroder Forms Merger with Prime Line

Alphabroder forms a merger with promotional products supplier Prime Line. 

TREVOSE, Pa.-Alphabroder forms a merger with promotional products supplier Prime Line. The merger integrates alphabroder’s broad lines of apparel products with Prime Line’s inventory of goods that range from gifts and drinkware to accessories and mobile tech goods.

“Our big news is that alphabroder and Prime Line are coming together to make one new company,” states Norman Hullinger, CEO of alphabroder in a video announcement released by the company. “We think [this company] is very well-suited to meet the needs of the industry both today and going forward.”

Structurally, the two companies note a handful of transitions. Jeff Lederer, CEO and president of Prime Line, joins the alphabroder senior management team as president of the Prime hard goods division. 

Touting the merger under the label “Woven Together,” both companies explain that the agreement involves interweaving existing management, staff, and company cultures.

“The number one focus here is customers,” adds Lederer in the video announcement. “We felt that the Woven Together logo really captured what it is that we’re doing together.”

With the merger, Prime continues to operate independently and maintains its company name.

“A tagline will be added to branding to illustrate the strength of being combined with alphabroder,” the organization states on its website.

In addition to Lederer’s role shift, Prime says it plans to release a combined Prime/Jetline catalog with an expanded apparel section showcasing alphabroder styles. Geographically, both companies continue to operate offices in their respective cities; alphabroder with its Pennsylvania offices, and Prime Line with South Carolina and Connecticut offices.

All alphabroder distribution centers also remain fully functioning. 

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Mike Clark

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