Grossman Marketing Group (asi/215205) is adding another promo company to its portfolio of brands.

The Woburn, MA-based distributor and Counselor 2026 Best Place to Work has inked a deal to purchase Larick Associates, a Port Washington, NY-based distributor that specializes in higher education. Financial terms of the deal weren’t disclosed. 

The acquisition brings together two family businesses specializing in the higher education space, with Grossman Marketing Group in its fourth generation of family ownership and Larick in its third. Both companies were founded in the early 20th century. 

While this acquisition marks the first time the two companies will operate under one roof, the Grossmans and the Laricks have known each other for years. Nancy Larick, who has served as president of Larick Associates for the last 46 years, will remain actively involved during the transition period to support client introductions and knowledge transfer. 

Ben Grossman of Grossman Marketing Group (asi/215205) and Nancy Larick of Larick Associates 

“To us, this transaction is about far more than combining businesses,” said Ben Grossman, co-president of Grossman Marketing Group and a member of Counselor’s Power 50 list of most influential people in promo. “Nancy and I have known each other for many years, and I have always admired the way she built her business and cared for her clients. We are incredibly honored that she chose Grossman Marketing Group to carry Larick Associates forward.”

The Larick Associates team will join Grossman Marketing Group to help ensure continuity and a seamless client experience, the company says. Nancy Larick will remain actively involved during the transition period to support client introductions and knowledge transfer. 

“After more than 46 years with Larick Associates, finding the right long-term home for our clients, team and legacy was my highest priority,” said Larick. “Grossman Marketing Group stood out because of their shared values, commitment to service and deep understanding of relationship-driven business.”

Larick Associates says clients will continue to receive personalized attention while gaining access to Grossman Marketing Group’s expanded resources and capabilities, including branded merchandise, e-commerce solutions, commercial printing, direct mail and signage. 

Grossman, a member of the ASI Promo for the Planet editorial advisory board, the brains behind industry sustainability initiative SwagCycle and the recipient of Counselor’s 2022 Bess Cohn Humanitarian Award, added that Larick has built an “outstanding” organization. “We look forward to preserving that legacy while continuing to invest in the people, partnerships and values that have made Larick so successful,” he said. 

The acquisition is one of several recent deals for Grossman Marketing Group. The distributor purchased Rochester-based promo, print and fulfillment company Cooley Group last year. In 2023, it also acquired Links Marketing Group. Other acquisitions include PCI Creative, Advantages in Marketing and Symbol Marketing & Promotions.