Sustainability July 07, 2026
SanMar & MiiR Forge Exclusive Wholesale Partnership
The Counselor Top 40 supplier is the first to carry MiiR’s newly launched soft goods and apparel collection, and will take over as the exclusive supplier for the entire portfolio beginning next year.
Key Takeaways
• Counselor Top 40 supplier SanMar (asi/84863) is now the exclusive wholesale provider of MiiR’s new apparel and bags collection, with the supplier set to take over the brand’s entire portfolio in January 2027
• The partnership brings 31 new apparel styles, bags and, soon, MiiR’s full drinkware collection to the promotional channel, giving distributors access to a premium lifestyle brand for corporate gifting, employee recognition, hospitality and event programs.
• By adding MiiR to its growing roster of exclusive brands, SanMar continues to strengthen its position as promo’s largest supplier while expanding access to products that combine elevated design, sustainability and social impact.
The top supplier in promo just added another popular lifestyle brand to its growing portfolio.
Counselor Top 40 supplier SanMar (asi/84863) has announced it will be the exclusive provider of MiiR’s newly launched soft goods and apparel collection. Beginning this month, MiiR’s bags and apparel will become available for programs including corporate gifts, employee recognition programs, hospitality offerings and event experiences.
Featured products from MiiR’s recently launched bags and apparel collection
Counselor Top 40 supplier Gemline (asi/56070), MiiR’s long-standing exclusive wholesale partner, will continue carrying its drinkware and coffee accessories through the end of the year, but SanMar will take over the full gifting and promo portfolio beginning in January 2027.
The move represents MiiR’s evolution from a premium drinkware brand into a full lifestyle collection, according to the Seattle-based company.
“This partnership with SanMar represents a new chapter of growth for MiiR in how we think about access and reach,” said Bryan Papé, CEO and founder of MiiR. “We’ve spent 15 years building products rooted in intentional design and generosity, from the drinkware people use every day to the apparel and bags launching this summer. Partnering with SanMar elevates what we’ve already been building in the corporate space, bringing our full ecosystem to more businesses through the most trusted name in the industry.”
Launching as part of SanMar’s new arrivals for fall, the MiiR apparel collection is “designed for people who move through the world with purpose,” the brand said. The collection will include 31 men’s and women’s styles, from premium tees and polos to mid-layers, technical bottoms and an assortment of versatile bags. The drinkware collection available through SanMar beginning in 2027 will include water bottles, tumblers and mugs, along with an expanded range of tote bags designed for comfort and easy carry, SanMar said, adding that these pieces will build MiiR’s existing apparel and bag collection now available through the supplier.
“MiiR is the kind of brand we love bringing to our customers,” added Shel Renning, vice president of merchandising at SanMar. “The combination of elevated design and a diverse product line that spans drinkware, apparel and carry gives businesses visually distinct products to work with. We’re proud to partner with a brand that leads with generosity, sustainability and craftsmanship, and we’re excited to help more organizations experience what MiiR has been building for the past 15 years.”
Founded in 2010, MiiR is widely known for its diverse line of drinkware and its social impact efforts. As a certified B Corp, the company invests a share of its earnings into trusted nonprofit organizations who work to uplift communities and contribute to the health of the planet. According to its website, MiiR has donated over $5.5 million to more than 200 organizations working across 26 countries as of 2026.
SanMar ranked first on Counselor’s most recent list of the largest suppliers in the promo industry, with 2024 North American promotional products revenue of $3.8 billion. New rankings will be released later this month.
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