SnugZ USA (asi/88060), the 27^th largest supplier in the North American promotional products industry, has acquired Sweda Company (asi/90305), the 17^th largest supplier in the industry. Financial terms of the deal were not released.

Combined, the companies posted 2020 promo product industry revenue of $132.2 million – a tally that would put the newly formed single firm at 11^th on Counselor’s most recent ranking of the 40 largest suppliers in the industry. Of course, such an assessment doesn’t account for 2021 performance and how other suppliers fared last year, but does indicate that another significantly sized supplier has formed.

ASI Media’s Christopher Ruvo chats with Brandon Mackay of SnugZ USA and Jim Hagan of Sweda about the new partnership.

Executives said the acquisition will enhance the suppliers’ ability to serve distributors with high quality products and services, providing customers with one of the largest and most diverse product offerings in the industry.

“We believe this acquisition of Sweda will further strengthen our ability to innovate new products, expand into additional product segments, and most importantly, take advantage of the similarities between both companies to better serve our loyal customers,” said SnugZ USA CEO/President Brandon Mackay.

Mackay added: “One of the things that attracted us to Sweda was the ethos of the company. They have an amazing team, quality products, a solid reputation and very similar core values.”

Mackay, a member of Counselor’s Power 50 list of promo’s most influential people, will continue as CEO of the company. Jim Hagan, Sweda’s CEO and also a Power 50 member, will take the title of president. Kellie Claudio, a Power 50 member and Sweda’s senior vice president of sales/marketing, remains aboard as well. SnugZ’s Brittany David, a Power 50 member, will continue as chief revenue officer.

Executives from SnugZ USA and Sweda Company are excited about the acquisition. They include here Brittany David (SnugZ USA), Jim Hagan (Sweda), Kellie Claudio (Sweda), Brandon Mackay (SnugZ USA) and Jeff Anderton (SnugZ USA)

Sweda Company will continue to go to market under that name.

“It will be business as usual,” Mackay said. “We both built tremendous teams throughout the years, and we intend to keep that momentum moving forward.”

Hagan said he’s excited about what’s to come.

“I am thrilled about the combination of Sweda and SnugZ and know that our future, elevated together, is bright,” Hagan said. “The synergies between our two companies, from our core values to our differentiators, will only strengthen our position in the marketplace. It is the perfect fusion of culture and creativity.”

Sweda’s 2020 North American promo revenue was $80.1 million. SnugZ USA’s sales tallied $52.1 million.