4imprint Acquires Adventures in Advertising

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4imprint, a direct marketer of promotional products, yesterday announced the acquisition of promotional product distributor Adventures in Advertising Franchise Inc., Boston.

The cash purchase, valued at $121.75 million, brings 4imprint a staff of trained field sales associates.

"It opens up a new channel for us," said Greg Iott, vice president of business development at 4imprint, Oshkosh, WI.

4imprint did not have a field sales staff before this acquisition.

"Ninety-five percent of [promotional] products are purchased through field sales. This gave us the ability to go into a bigger piece of the market without developing our own staff," Iott said.

The combined organization will include more than 400 franchised distributors and 600 worldwide associates.

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