Tommy Bahama is looking to make some waves in the promotional products industry as the high-profile apparel brand branches out from the retail space.

The Seattle-based manufacturer is a wholesale supplier of activewear, sportswear, beachwear and footwear, as well as home furnishings and décor. In addition, the company has over 150 brick-and-mortar locations throughout the world, along with 18 bar and restaurant locations.

But what may surprise most people is that Tommy Bahama also specializes in corporate gifts, supplying companies with embroidered apparel in bulk for special occasions and events. “Our sales are doing very well, but we also offer this other experience,” says Julia Lowe, corporate sales account manager at Tommy Bahama (pictured on the right). “We’re not just merch or apparel – we’re a lifestyle brand. That’s why our stores have such an atmosphere where you want to go on vacation.”

Industry distributors have already been working with Tommy Bahama to provide well-known, high-quality apparel and products, as well as unique experiences. What started as providing logoed polos for a golf tournament has evolved into multifaceted pop-up events throughout the country. The company offers incentivized shop-and-dine experiences, in which employees browse through an array of merchandise and apparel (while sipping on a Mai Tai and munching on hors d’oeuvres), spending whatever amount has been given to them via gift cards from their employer. After some retail therapy, the employees move over to the restaurant for more cocktails and a delicious meal.

“Tommy Bahama is built on the experience,” says Debbie MacDonald, national sales manager of corporate events. “When you walk inside one of our stores, you smell the candles and touch the silk fabric. Food and drink is a huge sign of hospitality and it’s a warm experience when you add those elements.”

Whether you want a quick order of logoed shirts, gift packages waiting in the hotel rooms of your guests or an elaborate group outing, MacDonald says Tommy Bahama has the ability to customize and curate an experience to match your needs. “We like unique requests. We like to brainstorm,” MacDonald says. “This is an element of our business that’s still untapped.”

In an effort to spread awareness about the company’s services and educate potential clients, MacDonald, Lowe and their colleagues attended ASI Show Chicago in July, getting a feel for the trade show floor and seeing how the high-profile brand would adapt to the promotional space. “Walking up the incentives aisle gave us a spark,” Lowe says. “There’s a niche we can fit in. We want to reach more of a partnership market. People know our high-quality, relaxed message. We can help these service industry companies get their message out, too.”

Tommy Bahama will be exhibiting at the ASI Show Orlando in January of 2019.