This year’s Counselor Top 40 is defined just as much by who isn’t on the list as by who is. On the distributor side, perennial Counselor Top 40 company AIA (asi/109480), which recorded nearly $155 million in 2023, is absent, having been acquired by iPROMOTEu (asi/232119) last year in what was one of the largest distributor M&A deals ever. It’s a sign that consolidation is continuing at the highest levels of the industry.

In putting together this year’s Top 40, the Counselor editorial team obtained certified financial information and conducted research and interviews to vet the figures – including deeper inquiries when firms reported significant growth or declines. We also spoke with companies about their top goals this year, and how they’re handling tariff difficulties.

Speaking of which, it’s clear that Counselor Top 40 firms – like all promo companies – aren’t immune to the effects of tariffs. Yet, these businesses are proving their resilience, adapting to uncertainty while continuing to deliver for customers and partners. Check back next year to see how they’ve emerged from this latest challenge.

Click on each company below to find out how they fared in 2024, and the plans they have to thrive in 2025 and beyond.

Note: All revenues represent U.S./Canada promo sales. E: Estimate; EG: Estimate W/Guidance