Liqui-Mark Corp. (asi/67675) is getting a head start on notable 2023 announcements.

The Hauppauge, NY-based writing-instrument company just revealed that it has inked a deal to become the exclusive supplier of Zebra Pen products to the promotional products industry – a partnership that officially begins on Jan. 1.

Liqui-Mark will be selling these and other Zebra Pen writing instruments to the industry starting in January 2023.

“Zebra is a great fit for Liqui-Mark so we can offer a higher-end assortment of writing instruments,” said Josh Goodelman, vice president of Liqui-Mark. “Zebra has decades of experience in manufacturing superior writing instruments. Their design of stainless-steel products is recognized for high quality, value and performance.”

At the initial launch, Liqui-Mark will carry select Zebra items, including the brand’s most popular stainless-steel ballpoint pen (F-301), gel pen (G-301), and mechanical pencil (M-301). Also available will be the Z-Grip, Mildliner and Sarasa series of gel pens, including the X10, X20 and Sarasa Grand.

“We feel together that the future has potential for significant growth of the Zebra and Liqui-Mark product line,” Goodelman asserted.

Headquartered in Japan, Zebra has manufacturing locations around the world, including Monterey, Mexico. It’s from that facility that Zebra will support Liqui-Mark’s inventory of Zebra products – a boon for distributors, Goodelman said.

“With inventory readily available out of Mexico and a few days’ transit to New York, it enables Liqui-Mark to be more proactive in supporting fluctuations in demand and to reduce lead times for our promotional products customers,” Goodelman explained.

Founded in 1974, Liqui-Mark entered the promo products space in 2005. Both Zebra and Liqui-Mark also operate in the mass retail, commercial school and office products sectors. Goodelman noted that the partnership between Liqui-Mark and Zebra exclusively applies to the promo products channel; the companies will continue to supply major retailers independently.

Gemline (asi/56070), a Top 40 supplier, has offered Zebra products to promo, but that arrangement concludes at the end of 2022, Goodelman said. “Liqui-Mark will be taking over all re-orders from the distributor network,” he noted.

Goodelman is optimistic not only about the partnership with Zebra, but also about the future of the writing instrument category in general within the branded merchandise market.

“Writing instruments continue to be the largest volume category in the promotional products industry because it is the least expensive way to make your brand go far,” he said.

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