Sonoma Promo (asi/88188), a promotional products supplier based in Sonoma, CA, has acquired the book of business of supplier Prime Designs. Financial terms of the deal between the private companies were not released.

“This acquisition aligns with our focus on growing our business with partners that value lasting relationships,” said Sonoma CEO Judith Friedman. “It reinforces our unwavering commitment to helping grow the sales of our customers with our dedication to customer service, design and quality.”

Following the acquisition, the Prime Designs name will be retired. No one from New York-based Prime Designs is joining Sonoma Promo.

Friedman co-founded the company now known as Sonoma Promo in 1990 as Sonoma Pins, Etc., according to a history of the business.  

While the firm began with a keen focus on lapel pins, it has evolved under Friedman’s leadership to provide an array of products. Those include custom 3-D miniatures, coins and medallions, awards, bottle openers, wine accessories, patches, luggage tags, silicone bracelets and rings, keychains, jewelry and holiday ornaments.

Prime Designs, formerly owned by Ron Kohn, specialized in custom emblematic jewelry – lapel pins, key tags, coins, medallions and more.

Merger and acquisition activity has been accelerating in the promo products industry. As another example of the trend, earlier this week SnugZ USA (asi/88060), the 27^th largest supplier in the industry, acquired Sweda Company (asi/90305), promo’s 17^th largest supplier.