Tervis may be down, but it’s not out.

And now, the near 80-year-old drinkware brand has evolved its partnership with Counselor Top 40 supplier Koozie Group (asi/40480) in what executives believe will be a move that kindles sales of Tervis (asi/90914) in the promotional products industry.

According to company leaders from both firms, Koozie Group will become the exclusive supplier of Tervis products in the promo market.

The Tervis Classic 16-oz. Tumbler (#46243) is among the Tervis (asi/90914) products carried by Counselor Top 40 supplier Koozie Group (asi/40480).

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Koozie Group has been selling Tervis products in the merch arena for more than five years, but Tervis also offered its wares directly in the space. Now, however, Tervis will no longer be conducting business directly in promo and is instead focusing on retail sales and raising brand awareness, a spokesperson told ASI Media. Koozie Group is taking over all Tervis sales in the promotional products market.

“We are thrilled to become Tervis’ exclusive partner in the promo products industry, and are committed to helping our distributors get the Tervis tumblers and water bottles they know and love, all delivered to their customers’ doors in record time,” said Pierre Montaubin, CEO of Koozie Group and a member of Counselor’s Power 50 list of promo’s most influential people.

As part of the change, Koozie Group will soon be offering full-color inserts and patches/emblems sealed between the walls of Tervis plastic tumblers. Previously, Tervis had exclusively provided this ability to create imprints between the walls of plastic tumblers.

“We are confident that Koozie Group will use its expertise to grow our brand’s presence in the promo world while we focus on overall brand awareness and innovation moving forward.” Hosana Fieber, Tervis (asi/90914)

“This is a big step for both companies, and Koozie Group is making a big investment in operations as we commit to offering the same level and quality of imprints that Tervis has provided,” Koozie Group said in a statement to ASI Media. Executives noted that Koozie Group has been imprinting on the outer wall of Tervis tumblers since 2019.

Koozie Group said it’s now taking orders for all Tervis drinkware in promo immediately. Distributors can email their orders to tervisorders@kooziegroup.com.

“Our strong history with Koozie Group made it an easy decision to enter into this exclusive partnership,” said Hosana Fieber, president and CEO of Tervis. “We are confident that Koozie Group will use its expertise to grow our brand’s presence in the promo world while we focus on overall brand awareness and innovation moving forward.”

Court records show Tervis, founded in 1946, filed a voluntary petition for bankruptcy under Chapter 11 on Sept. 5. Chapter 11 is a form of bankruptcy that involves a court-supervised “reorganization” of a debtor’s assets and liabilities. It allows a company to operate as it goes through bankruptcy.

Company leaders have indicated that factors like a lawsuit from a previous supplier, fallout from the COVID-19 pandemic, and sagging profitability and sales (amid stiff competition from big-name drinkware brands) were among the factors prompting the Chapter 11 filing. They also said that a decision to close a distribution facility and then work to sublease the property has caused challenges, contributing to the need for the bankruptcy filing.

The bankruptcy “will allow us to take a deep breath and come back stronger and better than we were before,” Fieber has said. “We want to get in and out [of bankruptcy] as quickly as possible.”

Based on reported 2023 North American promotional products revenue of $317 million, Koozie Group ranked seventh on Counselor’s most recent list of the largest suppliers in the industry.