See it and Sell it First at ASI Show Orlando – January 4-6, 2025.   Register Now.

Counselor Top 40 Suppliers 2024

Big declines and big gains reveal the disparity in performance in the face of adverse market conditions.

Success was measured differently in 2023. A year after three-quarters of the Counselor Top 40 posted large increases – with jumps of 50%, 60% or even 70% being far from uncommon – normalcy returned. Last year, just 10 companies had double-digit percentage growth, while over 40% experienced flat or declining sales. Numbers that were cause for concern in 2022 became reason to celebrate a year later.

The lack of big gains and declines brought stability. There is one new supplier to this year’s list (St Regis, making its debut) and the top three suppliers (SanMar, S&S Activewear and alphabroder) are the same as last year.

In putting together the Counselor Top 40 suppliers list, our editorial team obtained certified financial information and conducted research and interviews to vet the figures – including deeper inquiries when companies reported significant growth or declines.

Click on each company below to find out how they fared in 2023, and the plans they have to thrive in 2024 and beyond.

Rank Company 2023 sales
(millions)
2022 sales
(millions)
Difference Rank change 2021 sales
(millions)
1 SanMar (EG)
asi/84863
$3,600.0 $3,400.0 5.9% $2,880.0
2 S&S Activewear (E)
asi/84358
$2,106.0 $2,100.0 0.3% $1,510.0
3 alphabroder
asi/34063
$2,005.0 $2,005.0 0.0% $1,670.0
4 Gildan (E)
asi/56842
$739.3 $762.2 -3.0% 1 $652.5
5 PCNA
asi/66887
$693.9 $857.3 -19.1% 1 $696.4
6 Hit Promotional Products
asi/61125
$639.2 $610.9 4.6% $433.8
7 Koozie Group
asi/40480
$317.0 $317.0 0.0% $300.0
8 Next Level Apparel*
asi/73867
$282.0 $372.0 -24.2% 1 $467.0
9 HPG
asi/61966
$270.6 $268.8 0.7% 1 $172.7
10 Sportsman Cap & Bag
asi/88877
$174.1 $153.4 13.5% 1 $121.2
11 Staton Corporate & Casual
asi/89380
$156.4 $159.1 -1.7% 1 $136.6
12 Gemline
asi/56070
$134.5 $151.0 -10.9% $128.8
13 Sunscope
asi/90075
$119.7 $116.7 2.6% $109.4
14 Logomark
asi/67866
$119.5 $115.4 3.6% $92.3
15 Showdown Displays
asi/87188
$110.8 $104.5 6.0% 1 $71.4
16 Ariel Premium Supply
asi/36730
$109.4 $90.4 21.0% 4 $61.8
17 3M/Promotional Markets
asi/91240
$108.8 $98.2 10.8% 2 $88.4
18 SnugZ USA
asi/88060
$103.2 $113.7 -9.2% 3 $105.0
19 The Magnet Group
asi/68507
$102.7 $99.7 3.0% 2 $95.1
20 World Emblem*
asi/98264
$100.0 $95.0 5.3% 1 $80.0
21 Edwards Garment
asi/51752
$92.2 $99.7 -7.5% 3 $92.1
22 NC Custom
asi/44900
$85.0 $77.0 10.4% $73.0
23 Cutter & Buck
asi/47965
$74.0 $71.0 4.2% 1 $54.0
24 ADG Promo Products
asi/97270
$72.0 $69.0 4.3% 1 $59.0
25 Cap America
asi/43792
$69.7 $76.8 -9.2% 2 $49.0
26 St Regis Group
asi/84592
$68.8 $66.8 3.0% new $49.0
27 Innovation Line
asi/62660
$68.2 $62.0 10.0% 2 $70.0
28 Goldstar
asi/73295
$65.1 $57.0 14.2% 6 $41.4
29 Stormtech
asi/89869
$62.7 $65.7 -4.6% 3 $57.2
30 Garyline
asi/55990
$62.6 $64.7 -3.2% 2 $49.9
31 Blue Generation
asi/40653
$61.4 $60.0 2.3% $59.0
32 Starline USA
asi/89320
$61.2 $57.9 5.7% 1 $48.0
33 Bag Makers
asi/37940
$59.5 $61.1 -2.6% 3 $48.2
34 Gill Studios
asi/56950
$57.6 $56.7 1.6% 1 $46.0
35 Stouse
asi/89910
$56.2 $58.8 -4.4% 3 $55.1
36 Tekweld
asi/90807
$55.5 $48.5 14.4% 2 $40.0
37 Outdoor Cap Company
asi/75420
$54.0 $65.1 -17.1% 10 $51.2
38 Vantage Apparel
asi/93390
$53.0 $49.0 8.2% 1 $45.0
39 OTTO International
asi/75350
$49.2 $50.0 -1.6% 3 $36.0
40 Spector & Co.
asi/88660
$46.1 $47.1 -2.1% $30.0

Note: All revenues represent U.S./Canada promo sales.
E: Estimate; EG: Estimate W/Guidance; *: Restated prior year’s sales