The parent company of The Proinnovative Line (asi/79840) of Phoenix, AZ, is acquiring the assets of New York-based Zenith Promotions (asi/98980), an industry firm known by line names including Child Treasures, The Fun Place and the corporate entity The Last Straw, Inc. Expected to close before the end of the year, the deal’s financial terms were kept private. The parent company formally making the acquisition is named Zenith Pro Holding, Inc.

In speaking with Counselor, Proinnovative President Andrew Reichlin said that Zenith Promotions will operate as an independent company until the deal finalizes. Going forward, Zenith Promotions’ operations will fold into The Proinnovative Line’s operations in Arizona, Reichlin said. Even so, Proinnovative plans to maintain website and search engine presence for the Zenith Promotions/Child Treasures line names to help distributors with the transition, Reichlin told Counselor. The intention is to also have Proinnovative and Zenith Promotions keep their distinctive ASI numbers.

Reichlin and the rest of the Proinnovative team are looking forward to the opportunities that the deal presents for their supplier firm, which offers a variety of stress relievers, toys, desk accessories, tech products, household commodities and pens.

“We are excited to expand our line with Zenith’s fun and unique products” said Reichlin, who added that his company is on the track for double digit year-over-year growth in 2017. “Their culture of ethical practices and focus on the customer is an excellent fit with our core principals. We are also excited by the potential of bringing greater marketing and product support, as well as inventory investment, to Zenith products. Because we have common overseas suppliers, we know the supply chain will be seamless during the transition.”

Personnel from Zenith Promotions will not be making the transition to Proinnovative. Sharon Hecht, president of Zenith Promotions, said that for a time she will continue assisting Proinnovative to facilitate a smooth transfer for Zenith’s customers.

Hecht, who said she is looking forward to spending more time with her children and grandchildren after the sale, feels confident that Zenith clients will be well-served by Proinnovative. “ I want to leave our customers with the same ‘talk to the owner’ ability that they had with me and I know that Andy and his team are the right people to take care of our customers,” she said. “I have known Andy for some time and I value the fact that he shares the same hands-on, do-what-it takes-attitude as I do.”