The big news keeps coming from Top 40 distributor Boundless (asi/143717).

The Austin, TX-based firm on Monday, Feb. 19, announced that it had acquired fellow Top 40 distributor Touchstone (asi/345631). Now, Boundless has shared with ASI Media that it has a new CEO: Aaron Hamer.

Aaron Hamer, Boundless

Hamer is an experienced executive with a background in private equity, investment banking and C-Suite corporate leadership and finance. He’s been an operating partner at Treaty Oak, one of two private investment firms that acquired Boundless in 2021. As such, Hamer has already been working with the Boundless team for several years on growth and transformation initiatives.

“I am really excited about our opportunity to deliver on our vision of being ‘the best home for the best salespeople in the industry,’” Hamer said. “We are making significant investments in technology, team and capabilities that will make that vision a reality. Boundless is such an incredible business with an infectious culture; it is exactly the kind of business anyone would be lucky to lead, as there are exceptional people working together to do incredible things.”

Former CEO Dave Klotter, who was appointed in July 2022, has moved on. “I am really thankful for Dave’s leadership and the mark he’s left on Boundless,” Hamer said. Klotter was also formerly CEO of TSC Apparel, a supplier that was a Top 40 company prior to its acquisition by Top 40 firm S&S Activewear (asi/84358) in 2021.

Top 40 Distributor Boundless Acquires Fellow Top 40 Firm Touchstone https://t.co/8uWzzBKZW4

— Chris Ruvo (@ChrisR_ASI) February 23, 2024

Hamer’s professional background includes time in investment banking with National City Bank. He was later a chief financial officer and vice president of finance at Enginetics Aerospace before moving to Highline Produce Limited, where he held roles of rising importance that included chief financial and later president/CEO. He’s been an operating partner with Treaty Oak since 2022.

While Hamer led at Highline, the company grew four times over. When he left, the firm had more than 2,500 employees across 10 sites, with a coast-to-coast presence. He’s keen to drive similarly impressive growth at Boundless.

“My passion is working with companies to grow and scale,” Hamer said. “Transformative initiatives are necessary, but hard. Our industry is at an inflection point and we have every intention to take advantage of the exciting opportunities afforded by the inevitable change being driven by PromoStandards, AI and e-commerce proliferation.”

Some notable insights: Hamer said that Boundless will continue to lean into a fully-commission sales model, even as some others move away from it toward an enterprise sales structure. “Our commissioned sales partners are amazing and dedicated to their clients in a way that is inspiring to watch; that model works for so many different customers and use cases," Hamer said.

Meanwhile, Hamer shared that Boundless is developing turnkey solutions for retiring sales partners to monetize their business and “feel really good about their customers’ transition, which allows them to benefit monetarily from all the hard work they have done.”

More is in the works. “Boundless’ history of growth is certainly a testament to the growth mindset that is pervasive in our company today,” Hamer said. “We are working on exciting solutions that we expect will resonate with many folks in the industry.”

Hamer took over as CEO as the Touchstone acquisition occurred. As part of the agreement, Touchstone will retain its name, branding, location and facilities. President Andrew Backen will stay in his role. Touchstone founder Derek Block, a member of Counselor’s Power 50 list of the industry’s most influential people, is becoming a special adviser.  

With 2022 North American promo product revenue of $160 million, Boundless ranked 18^th on Counselor’s most recent list of the largest distributors in the industry. Touchstone ranked 36^th, with $56.1 million in revenue.