The modern incarnation of Huge Brands started with one employee in what the company describes as a 500-square-foot red brick hole-in-the-wall in an alleyway.

Fast forward 14 years, and the Salt Lake City-based promotional products distributor has more than 70 team members and serves clients like Lyft and Xfinity out of a 90,000-square-foot facility.

Now, executives say the branded merchandise firm is growing again, having just acquired TLJ Marketing & Sales, a business that specializes in providing customized apparel and souvenirs to U.S. military clients.

Financial terms of the deal were not released, but executives shared that TLJ Marketing will operate as an independent division of Huge Brands, going to market under the new name of TLJ Operations.

TLJ’s primary customers are military bases and their exchange stores, as well as military training bases and other retail outlets, Austin Heath, marketing manager at Huge Brands, told ASI Media.

“This acquisition opens new opportunities in both the military sector and private sectors, allowing Huge Brands and TLJ Operations to collectively serve a broader customer base,” the companies said in a statement. “With Huge’s additional resources, TLJ Operations will focus on increasing the presence of its Veteran’s Apparel line in the direct-to-consumer and blank wholesale markets.”

Dave Hosier, co-founder of TLJ/Veterans Apparel, is remaining with the company, as is the rest of the team, with the exception of co-founder Rich Jones and President Amy Hosier, according to Heath.

“TLJ is an incredible organization with fundamentally strong relationships throughout the military sector,” said Jeremy Conder, CEO of Huge Brands. “The partnership between TLJ and Huge Brands will allow us to increase the offering and the level of service to build upon the legacy that Dave and Amy have forged over the past 25 years.”

Dave Hosier is excited about the partnership and the opportunities he sees ahead.

“We now bring our production in-house, increase our sales support staff, expedite our lead times, and provide sales support not only in the military retail channel but other retail channels going forward,” said Hosier.

Beyond Lyft and Xfinity, Huge Brands’ customers have included Ancestry.com, the Utah Arts Festival and fast-food chain Taco Time, among others.