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alphabroder | prime woven together

Today we are announcing the joining of two great companies and teams: alphabroder and Prime Line®. This announcement marks more than just two companies coming together, it marks a first for our industry – the first and only true ‘one-stop-shop’ – raising the bar on service, convenience and solutions. The driving force behind this union was YOU – our Customers. We listened and you asked for something simple, convenient and comprehensive – a complete solution.

The quality of the Prime Line Team and their corporate culture, which is firmly grounded in family values, were two of the key drivers of this acquisition. There is tremendous value in the experience and tenure of the Prime Line Management Team. Their longevity brings a high level of predictability to the business which is essential to delivering the Ultimate Customer Experience. The Prime Line Team also brings a proven track record of driving successful company integrations. And both companies know the key to a successful integration is ensuring there is no disruption to our Customers' businesses. To that point, as we began to discuss plans around developing our unified offerings, both companies agreed that we would place one priority above all else:

Continue to deliver the highest level of service to all of our Customers.

This is the ‘golden rule’. To ensure we deliver on this commitment, there will be NO immediate CHANGES to the product assortment/service offering from either company. In the near term, continue to conduct business as you always have with your respective team from Prime/Jetline or alphabroder. It will be business as usual for the next several months. Over time our intention is to fully integrate our products and services. We are looking forward to doing this on a measured basis while maintaining your delivery and service levels. As we make changes that affect you, we will communicate those changes in advance.

This union would not be possible without the support and commitment from you. We are very appreciative. We will respect and repay your loyalty to us with a commitment to continued improvement in service and delivery to you and an open ‘ear’ to listen to your feedback. We will provide regular updates throughout the integration process to ensure we keep you informed of our progress and any updates to our combined product and service portfolio.

Please let us know if you experience any issues during the integration process. We need your input and feedback to ensure you receive the level of service required to run your business. Your business is our top priority. Thank you again for your continued support and commitment.

Frequently Asked Questions

Who is alphabroder?
alphabroder is the industry’s leading apparel supplier and has been formed through the integration of several industry leading companies – Alpha Shirts, Broder Bros. Co., NES Apparel, Imprints Wholesale, Ash City and Bodek & Rhodes. alphabroder offers over 2500 apparel and accessory styles including 800 industry exclusive Private Brand styles. alphabroder has established itself as the industry leader through offering the broadest assortment, having the deepest inventory, building a national distribution footprint that enables one-day delivery to 94% of the US and a maniacal focus on the Customer experience. alphabroder’s mission is to ‘brand the world’ through promotional apparel – we will be ‘expanding’ this mission to ‘brand the world through promotional products’ now that we have expanded our offering to include promotional products – creating our industry’s first true one-stop-shop.

Who is Prime Line?
Founded in 1980, Prime Line became an industry leader through the introduction of innovative products and services. The company now offers more than 1700 products across 15 categories. It features exclusive brands such as MopToppers™, Leeman New York, Rubik’s® and BUILT® as well as numerous product collections. In 2016, it acquired Jetline, which was rebranded as Prime’s value line. Source Abroad by Prime is the company’s custom and overseas sourcing division offering fully custom products as well as fast turn import items. A founding member of QCA, Prime has an industry leading focus on product safety and regulatory compliance.

While both companies are leaders in the promotional products industry they have different areas of focus, for that reason, both companies will continue to operate in their entirety with their management staff, complementing each other and fortifying mutual growth and profitability.

All alphabroder Distributions Centers will remain fully functioning.
alphabroder Office in Trevose and Sales Office in Philadelphia will remain fully functioning.
Prime Bridgeport Office and Production will remain fully functioning.
Prime Gaffney Office and Production will remain fully functioning.

How does this impact you – our customers?

What is next?

We want everyone on the Prime and alphabroder Team to have a clear picture of the next steps. Both organizations will be working together to map out our partnership moving forward, keeping both your needs and Customer needs top of mind, and communicated accordingly. Weaving together two well defined organizations will be an ongoing process. We want to engage all of YOU, our most valuable resources, to facilitate our partnership moving forward.

Continual updates will be provided as alphabroder embraces the Prime Family. As always, we count on your loyalty and commitment to providing the Ultimate Customer Experience, maintaining our high service level and strong sense of community.


Norm Hullinger, CEO

Dan Pantano, President

Jeff Lederer, President
Prime Line

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