Counselor Top 40 distributor Nadel (asi/279600) has announced the acquisition of Napa, CA-based distributorship Tugboat.

According to Nadel, the acquisition will combine Tugboat’s entrepreneurial creativity and specialized fulfillment expertise with Nadel’s global sourcing network, technology platform, international logistics and strategic brand consulting services.

The news comes just weeks after Nadel announced the acquisition of All Branded Group, a promotional products and brand experience company based in Australia.

“From our very first conversations, it was clear that Tugboat shared the same values that define Nadel – putting clients first, building lasting relationships and believing branded merchandise can create meaningful human connections,” said Debbie Abergel, chief strategy officer of Nadel and a member of Counselor’s Power 50 list of the most influential people in promo. “We’re excited to welcome the Tugboat team and build on the incredible foundation they’ve created.”

Founded in 1992, Tugboat specializes in branded merchandise, custom apparel, kitting and fulfillment and nationwide wine gifting.

“Ask anyone in the industry about Nadel, and the answer always starts the same way: ‘They’re best in class.’ We couldn’t agree more,” said Gavin Long, co-founder of Tugboat. “We share the same cultural DNA, which is a huge win for our clients, our team and everything we’ve built over the past three decades. Their global reach opens up so many new possibilities for what we can build together. The future is bright.”

Based on 2025 North American promotional products revenue of $221.9 million, Nadel ranks 15th on Counselor’s most recent list of the largest distributors in the industry.