S&S Activewear Acquires alphabroder: A Landmark Deal

Key Details Of The Acquisition

The financial terms of the deal remain undisclosed, but the impact is undeniable. S&S Activewear, the second-largest supplier in the promo industry with an estimated revenue of $2.1 billion in 2023, joins forces with alphabroder, the third-largest supplier, which reported just over $2 billion in revenue.

Maintaining Brand Independence

Both S&S Activewear and alphabroder will continue to operate under their respective brands and existing distribution channels, ensuring a seamless transition for customers and partners. The leadership of this new entity will be helmed by Frank Myers, CEO of S&S Activewear, and Dan Pantano, CEO of alphabroder. They will guide a multi-year integration process focused on long-term growth and innovation.

Strategic Investments for Future Growth

Post-acquisition, S&S Activewear plans significant investments in technology, sales force integration, supply chain capabilities, and employee experience. This strategic focus aims to enhance their product offerings and elevate customer experiences.

“The acquisition of alphabroder is a transformative step for S&S Activewear, allowing us to accelerate our investments in technology and supply chain capabilities,” said Frank Myers.

Market Position and Industry Impact

This merger is set to potentially surpass SanMar, which was previously the largest supplier with an estimated revenue of $3.6 billion in 2023. By combining their resources, S&S Activewear and alphabroder aim to provide unparalleled value to their customers.

“Joining forces with S&S Activewear enables us to leverage our combined strengths to deliver unmatched value to our customers,” noted Dan Pantano.

Ownership and Equity Stakeholders

The merger involves prominent private equity firms. S&S Activewear is majority-owned by Clayton, Dubilier & Rice, which acquired the company in 2021. Alphabroder was previously owned by Littlejohn & Co., which acquired the supplier in 2012. The expertise and resources from these private equity stakeholders will drive future growth and innovation for the combined entity.

Benefits to the Promotional Products Industry

The union of S&S Activewear and alphabroder promises to bring significant benefits to the promotional products industry. The combined company will leverage alphabroder’s dedicated employee base, robust brand portfolio, and extensive distribution network alongside S&S Activewear’s innovative approach and market reach. This collaboration is set to enhance customer service, marketing, technology, and supply chain capabilities, delivering substantial benefits to industry partners and customers.