In a move designed to unite its four brands, Trevose, Pennsylvania, supplier Broder Bros., Co. (UPIC: BRODER) is rebranding as alphabroder. The new name brings together Alpha, Broder, NES 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.
Norman Hullinger, CEO of Broder Bros., says: “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. 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.”