Prime Line (asi/79530) is preparing for the holiday season.

The hard goods division of Top 40 supplier alphabroder (asi/34063), the Bridgeport, CT-based Prime Line has increased production capacity by 20% through the addition of multiple production lines and warehousing space to accommodate a surge of 24-hour rush holiday orders.

“The continued steady growth of our 24-hour rush items as well as our gift category made this expansion necessary,” Jeff Lederer, president of Prime Line, said in a press release. “The combination of our biggest gift line ever, anchored by our Leeman New York brand, deep inventory, free 24-hour rush service and the fact that it’s backed by Prime Line and alphabroder has been the driving force behind the increase in holiday orders.”

Lederer said the company has invested millions of dollars this year in upgrading and expanding its production and warehousing facilities to best serve customers at the highest levels. “It’s important that distributors know they can count on us to have inventory and produce their orders quickly in the days and weeks leading up to this holiday gift giving season,” he added. “We offer more products and services like 24-hour rush service on imprinted apparel.”

Prime Line was a Top 40 supplier in the promotional products industry before being acquired by alphabroder in late 2017. With reported 2017 North American promotional product revenue of $1.37 billion, alphabroder ranked second on Counselor’s latest list of the largest suppliers in the industry.