July 26, 2023
Top 40 Distributors 2023: No. 20 Deluxe/Safeguard
Counselor’s exclusive ranking of the distributors with the most revenue in the promo products market.
Deluxe/Safeguard
(asi/316203)
Company Snapshot
Revenue figures are in $millions
Previous Rank: 18
2022 Revenue: $139.7
2021 Revenue: $120.4
Year-Over-Year Difference: 16.0%
2020 Revenue: $129.6
2019 Revenue: $136.0
Top Company Officer: Barry McCarthy, President/CEO
Year Founded: 1916
Headquarters: Dallas, TX
The Dallas-based distributor (founded in 1916 and counting over 200 franchises in the U.S. and 30 in Canada) saw a healthy 16% sales increase in 2022, even better than its 2019 high of $136 million. CEO Barry McCarthy leads Deluxe, and industry veteran/Power 50 member Tracey Barton, who became responsible for Safeguard’s promotional products channel in 2017, continues to guide its network of franchisees with an emphasis on education resources and other support tools.