July 24, 2024
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