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Top 40 Suppliers 2023: No. 20 Ariel Premium Supply

Counselor’s exclusive ranking of the suppliers with the most revenue in the promotional products industry.


Ariel Premium Supply

(asi/36730)
Company Snapshot

Revenue figures are in $millions

Previous Rank: 22
2022 Revenue: $90.4
2021 Revenue: $61.8
Year-Over-Year Difference: 46.3%
2020 Revenue: $62.9
2019 Revenue: $71.3
Top Company Officer: Tai Lin & Yuhling Lu
Year Founded: 1993
Headquarters: Saint Louis, MO
Financials Certified By: Yuhling Lu, Co-owner

Calling 2022 a “recovery year” is somewhat of an understatement for Ariel, as the company enjoyed 46.3% sales growth. That’s especially impressive, given that for the bulk of Ariel’s history in promo, it’s been known for stress balls, a category that’s flattened in recent years due to a greater emphasis on eco-forward items. But the company pivoted masterfully, diving into the hottest product category in promo – drinkware – which has become a huge sales driver for Ariel, as well as travel items, hot/cold packs, soft stress toys, and electronics like power banks and Bluetooth products.

Additionally, while Ariel still does sell approximately $10 million annually of stress balls, the company’s leadership initiated a give-back program where the company donates $1 from every sale to Rainforest Trust and The Ocean Cleanup totaling $25,000 last year, and installed solar panels at its Overland, MO-based facility to offset electricity usage.