Koozie Group (asi/40480) is ramping up its sales presence.

The Clearwater, FL-based Counselor Top 40 supplier is building dedicated segment-specific sales teams equipped with the people, programs and tools best suited to each segment’s way of doing business.

As part of the realignment, Koozie Group is growing its sales team with the addition of 12 new client partners. The new title for Koozie Group sales representatives reflects their expanded consultative role.

Patrick Reininger, who joined Koozie Group as chief commercial officer at the beginning of this year, is overseeing the new initiative. “As I’ve gotten to know this industry, I’ve done a lot of listening, and what I’ve heard from distributors is consistent: This is a people business,” he said. “They want a supplier that understands where they want to take their business and brings the right products, programs and ideas to the table before they’re even asked. That’s the role our Client Partners are built for.”

In addition to beefing up its staff, Koozie Group is investing in AI tools and marketing campaigns that the supplier says will help distributors connect with customers and win business. 

“Distributors have more choices than ever, and the suppliers who earn their business will be the ones who make every interaction easier,” said Koozie Group CEO Pierre Montaubin, who is also a member of the Counselor Power 50. “This realignment organizes our company around our partners and moves us closer to our goal of being the easiest supplier in the industry to do business with. Pat and the commercial team are turning that strategy into execution, and I’m excited about what it means for the distributors we serve.” 

Koozie Group’s client advisory board, launched earlier this year, helped shape the realignment and will continue to guide it, the company said.

“We built this with our partners, and we’ll keep refining it with them,” Reininger added. “Our Client Advisory Board gives distributors a real voice in where Koozie Group goes next.” 

With 2025 North American promotional products revenue of $353.1 million, Koozie Group ranks sixth on Counselor’s most recent list of top suppliers in the industry.