Counselor’s exclusive ranking of the distributors with the most revenue in the promotional products industry.

Overture Promotions

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Waukegan, IL-based Overture Promotions moves up four spots on this year’s list after growing sales by 28% and completing the acquisition of Pride Products, a deal that helped the distributor expand into law and higher education verticals. According to Overture CEO and Counselor Power 50 member Tej Shah, the firm also added new global clients, made several technology and operational investments to better scale the business, and implemented an Objectives and Key Results goal-setting framework across the organization.

18%
Organic growth in 2025

Even amid what Shah describes as a “volatile cost environment that requires ongoing focus and strategic supplier management,” Overture’s performance remains strong. In the coming year, the firm’s focus will be threefold: invest in technology to further improve the client experience, drive operational excellence through in-house services and launch a program for key client relationships. Adds Shah: “Our focus in 2026 is centered on scaling with discipline.”