Broder Bros. Rebrands as alphabroder, Acquires Ash City Worldwide
The apparel supplier located in Trevose, Pa., announced that it is rebranding as alphabroder. The new name unites the company's four brands—Alpha Shirt Company, Broder Bros., NES Clothing Company and Imprints Wholesale—under a single umbrella to create simplified business practices and clear company messaging.
The launch of the new brand builds on the company's momentum since private investment firm Littlejohn & Co. invested in alphabroder in 2012. alphabroder has implemented a number of growth initiatives over the past 18 months, including the acquisition of Imprints Wholesale in 2013.
"Our new brand is recognizable to our customers, yet conveys our new beginning as a leading seamless source provider of promotional apparel products, as well as our growth expectations for the future," said Norman Hullinger, CEO of alphabroder. "We will continue to provide quality promotional products, and this transformation will help accelerate the evolution of our brand and solidify our position as the top service provider in the industry for years to come."
In other news, alphabroder also announced the acquisition of Ash City Worldwide, one of North America's leading promotional apparel manufacturers and suppliers. Since 2006, alphabroder, then known as Broder Bros., has been the No. 1 company on Promo Marketing's annual Top Suppliers list, posting $817 million in sales in 2012. Ash City was the No. 10 company that year with sales of $148 million. With the addition of Ash City, alphabroder expects to have annual revenues exceeding $1 billion. alphabroder plans to combine the companies' range of capabilities, including Ash City's strong presence in Canada, to better serve its customers.
"This transformational acquisition creates an industry leader that delivers a comprehensive selection of promotional apparel with an unmatched distribution network and customer support," Hullinger said. "For over 35 years Ash City has demonstrated a commitment to excellence through its innovative products, strong customer service and expanding product portfolio."