Jack Nadel International (JNI) is marking 2022 with a major rebrand.

The Top 40 Los Angeles-based distributor (asi/279600) has today unveiled an official rebrand to Nadel. The change includes a new name and a “refined and re-energized look,” according to the company, adding that the rebrand illustrates a “focus on quality, global expertise and the next generation of brand consultants.”

The rebrand brings new energy to the nearly 70-year-old Top 40 distributor, say company executives.

“The world is changing, and we’re positioned not only to stay ahead but also to truly bend the industry into what it has always needed to become,” says Debbie Abergel, Nadel’s chief strategy officer. “Our elevated brand, new headquarters and positioning are just the beginning of our vision.”

The Nadel rebrand is a product of a collaboration with Ludlow Kingsley, a Los Angeles-based boutique branding agency. Nadel was founded in 1953 as one of the world’s first companies specifically focused on branded merchandise, and has since expanded into custom product development, digital storefronts, fulfillment and global distribution. Clients include Meta, Netflix and Tesla, and the firm now has locations across the U.S., as well as in Calgary, AB, London, Sydney and Hong Kong.

“The space of branded merchandise stands at a crossroads,” says Abergel. “Our eyes are focused on a future that meets our internal beliefs and pushes past boundaries. ‘Made with Nadel’ never held more promise than it does at this moment.”

Nadel ranked 19^th on Counselor’s most recent list of the largest distributors in the industry, with reported 2020 North American promotional products revenue of $116.4 million.