(WAUKEGAN, IL, September 3, 2024) -- Overture Promotions has acquired Brandon (pronounced “brand on”), a branded merchandise agency headquartered in Gothenburg, Sweden, with an office in Shanghai.

Originally founded as a logistics and trading company in 1987, Brandon began working with its first branded merchandise customer in 2000, and Volvo Cars is still a customer two decades later. Brandon was acquired by PUMA in 2009, and sold back to management in 2016, with PUMA still a customer today.

“The Brandon team is so impressive, from their wildly creative approach to creating custom branded merchandise portfolios for their customers, to their world-class systems and infrastructure, to their well-run distribution center,” said Gilley. “We are already hitting the ground running, collaborating on several global customers and creating opportunities to learn from each other – a true win-win for our customers and employees.”

“The Brandon team is so impressive, from their wildly creative approach to creating custom branded merchandise portfolios for their customers, to their world-class systems and infrastructure, to their well-run distribution center,” said Gilley. “We are already hitting the ground running, collaborating on several global customers and creating opportunities to learn from each other – a true win-win for our customers and employees.”

Brandon will participate through Overture in the Brand Unbound global network, co-founded by Overture in 2019. The network of best-in-market promotional product experts have a shared mission of giving enterprise-level clients global thinking and management with local execution.

The acquisition is backed by Overture’s parent company, Westbridge Capital, a Canadian private equity firm with a long-term view of growing its portfolio companies. Together, Brandon and Overture Promotions form the newly created Overture Marketing Group, with plans to expand it through strategic acquisitions and geographical expansion.

Brandon is a European market leader specializing in full-service brand merchandise, retail support, and scale models. Established in 1987 and evolving into branded merchandise in 2000, Brandon excels in custom product creation, direct sourcing, and sustainability. With a team of 50 professionals and 2023 revenue of $22 million, the company distributes its high-quality, creative solutions to over 120 countries annually, solidifying its reputation as a premier provider of branded merchandise on a global scale.

Overture is certified minority-owned, woman-led, and a Top 25 Distributor of branded merchandise, with 2023 sales of $122 million and a 2023 Silver EcoVadis rating. Overture’s hallmark is its end-to-end in-house services, including global sourcing and shipping, graphic design, webstore development, screen printing, embroidery, kitting, and pick pack, which give the company internal controls over cost, quality, turnaround time and accuracy.