Promo Insiders: Building Retail Brand Relationships With Compass Industries
Compass Industries President Mike Levy discusses how the third-generation family business built its product niche and how it tackles industry relationship building today.
Maglite flashlights were the product that started it all for Compass Industries (asi/46170) – at least, says President Mike Levy, when it came to launching the company headfirst into the promo industry.
Retail brands, particularly in the outdoors, tools and home categories, have become Compass’ bread and butter in the years since. The key, says Levy, has been to position a partnership with Compass as the most efficient way for name-brand manufacturers to expand into a new sector – promo – without taking their foot off the gas when it comes to retail.
“We are constantly having conversations with manufacturers who have tried this industry,” Levy says. “It isn’t the easiest industry to try, but a lot of these manufacturers are retail-focused – so the immediacy that we discuss with them is ‘We’re going to take this off your plate. We’re going to take this to an active audience.’”
On this week’s episode of Promo Insiders, Levy joins Counselor’s Hannah Rosenberger to talk through how Compass aims to be a dedicated partner for both retail manufacturers and promo distributors of all sizes – and why clients are still willing to shell out for retail brand names, even in an uncertain economy.
Key Takeaways
• Compass Industries (asi/46170) entered the promo industry after early success distributing Maglite and other recognizable brands, which helped establish credibility with distributors. That foundation positioned the company to further develop its focus on retail name-brand partnerships as it grew, says President Mike Levy.
• Levy explains the decision to remain focused on a defined niche, concentrating primarily on outdoor, home and hard goods categories. He notes that resisting the urge to expand into every product segment has helped maintain clarity in the company’s market identity.
• Retail name brands have become a central part of the business model, aligning with growing demand for products that carry built-in recognition and perceived value. Levy suggests that recipients are more likely to use and retain promotional items when they recognize the brand behind them.
• The company approaches manufacturer relationships by serving as a conduit into the promo channel, managing distributor outreach and education on their behalf. Levy describes this as a way to simplify the process for retail-focused brands unfamiliar with the industry.
• As a third-generation family business, Compass emphasizes relationship building and consistent service across distributors of all sizes. Levy attributes part of the company’s longevity to maintaining that relationship-driven approach over time.
• Looking ahead to 2026, Levy reports strong early order activity and steady demand. He notes that while large orders can be harder to secure, interest in quality-driven promotional products remains consistent.