Next month, Top 40 distributor Genumark (asi/204588) will retire the Rightsleeve brand.

The largest distributor in Canada acquired Rightsleeve in 2019 and continues to operate it separately under the direction of Stephen Musgrave, executive vice president of sales and marketing. Rightsleeve was founded by Counselor Power 50 members Mark and Catherine Graham, now chief brand officer and CEO, respectively, of commonsku.

Mark and Mitch Freed, Genumark

“Since [2019], our team has continued to provide you with the awesome service you know and love, but amped up with the power of one of North America’s biggest branded merchandise companies,” said Genumark in an announcement on LinkedIn. The post went on to assure Rightsleeve clients that they can expect minimal changes, other than emails originating from Genumark. Rightsleeve’s social media platforms will also be jettisoned.

“This is a significant milestone in our journey,” says Musgrave. “Integrating Rightsleeve under the Genumark brand symbolizes not only the growth and evolution of our company, but also our commitment to providing top-notch service and innovative solutions to our clients. We are thrilled to start 2024 with a renewed energy and focus, all while maintaining the core values and services our clients have come to trust.”

Based on 2022 North American promotional products revenue of $51.4 million, Genumark ranked 38^th on Counselor’s most recent list of the largest distributors in the industry. In October, CEO Mitch Freed joined his father Mark Freed, executive chairman, on Counselor’s Power 50 list for the second consecutive year.

The company also recently welcomed Chicago-based industry veteran Johanna Gottlieb, formerly of Top 40 distributor HALO Branded Solutions (asi/356000) and a 2019 ASI Media Distributor Salesperson of the Year Finalist, as vice president of business development to expand the firm’s presence in the U.S.