It’s an ideal match, made in Michigan.

That’s what company executives are saying about a just-announced promo partnership in the Great Lake state that sees Stevensville, MI-headquartered distributorship Competitive Edge (CE, asi/166085) acquire Creative Specialties (asi/170800), a distributor located in Madison Heights, MI.

Financial terms of the deal between the privately held companies were not released.

Competitive Edge team members, including founder/CEO Mary Jo Tomasini (seated, second from left) and President Paula Wygonik (seated, third from left).

“This strategic move aligns two entities sharing a commitment to loyalty, trust, creativity and innovation, ensuring an unparalleled customer experience,” Competitive Edge executives Mary Jo Tomasini, founder and CEO, and President Paula Wygonik, said in a statement.

Joseph Thomas, president of Creative Specialties, was equally enthused about the merger, saying there’s a synergy and cultural alignment that sets the stage for collective success.

“Bringing CE’s resources and technology to our clients is an exciting opportunity,” said Thomas, who’ll be joining Competitive Edge as a senior account manager.

Also coming aboard from Creative Specialties will be Andy Haffey, who’s taking the title of market sales director. Haffey has 19 years of industry experience and holds a Master of Advertising Specialty Information (MASI), executives said. “His deep roots within the industry will serve to strengthen the company’s commitment to clients,” Competitive Edge said in a statement.

Andy Haffey has joined Competitive Edge as market sales director.

In another personnel move, Janet Piscopo is joining CE. She’ll continue in the role of account manager.

An Expanding Footprint

Notably, Creative Specialties, which was founded in 1972, will continue to operate in its Metro Detroit location. That makes the site the third office in Michigan for Competitive Edge, which in addition to Stevensville is also in Grand Rapids. The firm recently opened a satellite office in Charleston, SC.

It’s a geographic advantage, said Wygonik.

“Operating in this footprint allows us to provide personalized service, while offering full access to technology and resources from our Southwest Michigan headquarters,” Wygonik said, adding that CE gives customers an online ordering platform that provides 24/7 access, order history, online proofs and direct communication with customer service.

Mergers & acquisitions in the #promoproducts market can have ripple effects across the industry. While M&A decreased in the second half of 2023, indications are it stands to pick up again.

Is M&A in Promo Poised To Rebound in 2024? https://t.co/3QW8R6Z6Xk @asicentral

— Chris Ruvo (@ChrisR_ASI) February 7, 2024

Tomasini founded Competitive Edge in 1993. The company has 27 employees and has been recognized by multiple promo media outlets, including ASI Media, as a top workplace within the industry. Past acquisitions include buying Grand Rapids-based Gaslight Promotions in 2019.

Mergers and acquisitions in the promotional products industry decreased in the second half of 2023. Activity in January 2024 was more muted than in Januarys from recent years past. However, dealmaking has picked up considerably of late, and M&A experts in the industry believe the momentum will continue to build as the year progresses.