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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 Broder Bros. "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.”
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