News January 11, 2024
Spartan Promotional Group Joins American Solutions for Business
“This is the merging of two great companies with goals and values that strongly align,” said Larry Zavadil, CEO of Top 40 distributor ASB.
Top 40 distributor American Solutions for Business (ASB, asi/120075) is acquiring Spartan Promotional Group (asi/331150) – an Oakdale, MN-based distributorship with 66 team members and a near 60-year history. Financial terms of the deal between the privately held companies were not disclosed.
Spartan President Mike Hohenwald said that ASB’s technology, systems, marketing resources, great culture and “grassroots” approach to business were among the appealing reasons to join the Glenwood, MN-headquartered firm.
“We made an extensive search to find the best fit for our Spartan Family, and we feel American Solutions for Business fits like a glove,” Hohenwald said. “We see a great future.”
The late Arthur (Al) and Phyllis Hohenwald founded Spartan Promotional Group in 1966. Sons Mark, Mike and Paul owned and operated the firm along with their parents. Spartan currently employs 52 sales associates and 14 support team members, and executives said the distributorship has a “robust customer base.” ASB executives said Spartan's revenue tally for 2023 could not be disclosed at this time.
“This is the merging of two great companies with goals and values that strongly align,” said Larry Zavadil, ASB founder/CEO and a member of Counselor’s Power 50 list of promo’s most influential people. “Spartan has built an incredible legacy to serve their people and clients and we can’t wait for them to join the American Family.”
Based on reported 2022 North American promotional product revenue of $273.6 million, American Solutions for Business ranked 12th on Counselor’s most recent list of the largest distributors in the industry. Founded in 1981, ASB is an employee-owned company. The firm announced this week that it’s launching a new division, headed by a former Nike sales pro, to expand business in the team sports and golf markets.
Al and Phyllis Hohenwald were noted leaders in the promo industry, prior to their passing in 2020 and 2023, respectively. Al, who also went by Art and “Skeets,” served on the board of directors of industry trade group Promotional Products Association International, as well as the board for the Upper Midwest Association of Promotional Professionals (UMAPP). Both Phyllis and Al received UMAPP’s Lifetime Achievement Award in 2013.