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.