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

SanMar

(asi/84863)

The industry’s largest supplier continued its upward trajectory in 2025, pushing past the $4 billion revenue mark. “Despite many unexpected challenges, SanMar kept moving forward while staying grounded in what matters most: serving our customers,” says Jeremy Lott, president/CEO and a member of the Counselor Power 50. One major milestone was the launch of SanMar’s first fully automated distribution center in Richmond, VA. Other technology investments included enhancements to SanMar’s website, such as improved search capabilities and the launch of a 3-D designer tool to help customers “visualize decorated products with greater clarity and confidence,” Lott says.

1.1M
Square footage of new flagship East Coast distribution facility

The supplier secured a partnership with popular cap brand Richardson to expand its headwear offerings, forged an exclusive wholesale partnership with MiiR, and made a major splash this spring by acquiring BELLA+CANVAS (asi/39590), with plans to maintain the brand’s independence and continue offering it through authorized local and regional wholesalers, though SanMar will be the only nationwide supplier carrying the brand.