Gemline (asi/56070) is ringing in the new year with a fresh partnership that will see the Top 40 supplier offer select products from household-name retail brand New Balance to the promotional products industry.

The Lawrence, MA-headquartered firm has partnered with Concept One Accessories, a licensee for New Balance bags. Thanks to the deal, Gemline will be selling New Balance duffel bags, sling bags and backpacks in the branded merchandise space.

The New Balance Athletics LG Sling Bag is among the New Balance bags Gemline will be selling to the promo market. 

The bags are part of Gemline’s Spring 2023 collection and will be available in early February. 

“This powerful partnership … brings one of the world’s largest athletic brands and their in-demand products to Gemline’s growing portfolio of premium brand partners,” Gemline said in a statement.

A key tenet of Gemline’s go-to-market strategy in recent years has been to connect with retail brands and sell their products in promo – part of a larger industry trend. Items from Cuisinart, Samsonite, Be Home and Stonewall Kitchen are part of Gemline’s portfolio.

As this video from Gemline shows, New Balance bags feature in the firm’s Spring 2023 collection.

It’s been a newsworthy start to 2023 for Gemline. During the first week of January, the company announced that Frank Carpenito will be taking over as president/CEO, with former chair/CEO Jonathan Isaacson moving to the role of executive chair.

Based on 2021 North American promo product revenue of $127.5 million, Gemline ranked 10^th on Counselor’s most recent list of the largest suppliers in the industry.

Founded in 1906 in Massachusetts and still headquartered in Boston, New Balance is one of the world’s major sports footwear and apparel manufacturers/brands.

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