Order My Gear (OMG), which provides an online store platform for selling custom branded merchandise, has acquired DistributorCentral, another technology provider to the promotional products industry. Financial terms of the deal were not released.

OMG said the deal expands the technology solutions it can offer to promotional product distributors, apparel decorators, and team dealers using its online stores.

The acquisition, for instance, allows OMG to provide product data management and advertising solutions to suppliers, executives said.

Adding both DistributorCentral technology and its team, OMG elaborated that the offerings it’s bringing in house as part of the acquisition include product search, eCommerce, and order management for distributors, as well as product listing and advertising, product data management, and PromoStandards data transformation and distribution via OneSource for suppliers.

OMG said it powers online stores for over 3,600 clients. More than $4 billion in online sales occurs through those stores, the company said.

DistributorCentral was founded in 1999, providing technology for suppliers and tools for their distributor customers to discover, share and sell products. The firm is now independent of TradeNet, executives noted.

“DistributorCentral’s deep expertise in supplier product data complements our strength in online stores,” said OMG CEO Leonid Rozkin. “Together, we are uniquely positioned to eliminate the friction of selling branded merchandise.”

This marks the second acquisition in as many years for OMG. In November 2022, the more than 20-year-old company bought online store provider BrightStores.