Grossman Marketing Group (GMG), a $35 million Massachusetts distributorship, has made its sixth acquisition in the past six years – picking up Advantages in Marketing (AIM) of West Springfield, MA. Financial details of the deal were not disclosed.

The acquisition will further expand the company’s full-service marketing operations and client base, particularly in the Northeast, according to Ben Grossman, co-president of GMG. “AIM gives us greater geographical reach and adds to our significant product lines, particularly in the areas of health care, real estate and consumer products,” said Grossman, whose company does work for (among others) the Boston Celtics, Zipcar and CVS. “They have some very nice client relationships, and we’re confident we will be able to maintain and hopefully build upon them.”

Ben Grossman, co-president of GMG

Joanne Delaney-Bryant, who founded AIM in 1995, will be retiring. In a letter to her customers, Delaney-Bryant cited Grossman’s “commitment to customer service excellence and quality products,” as well as its many prominent clients. She assured clients the transition to GMG would be seamless and that customers would benefit from the added value the company provides in the areas of print production, branded merchandise and fulfillment, graphic design, custom-developed webstores, e-ecommerce and digital marketing.

According to Grossman, the deal was particularly satisfying because it was arranged thanks to Connie Powell, a sales associate who came to GMG through its acquisition of Fleet Business Products in East Hartford, CT, in 2015. “Her positive experience during that acquisition process gave her the confidence to bring this opportunity to us,” Grossman said.

A 109-year-old, fourth-generation promotional products and print company with headquarters in Somerville, MA, GMG has been growing steadily in recent years, boasting six acquisitions in as many years. In addition to the deals with AIM and Fleet, GMG has acquired Logos In Print, a New York-based promotional products distributor; ASAP Inc. of Norwalk, CT; Premier Marketing Group of Manchester, ME; and Suncoast Print Solutions of Sarasota, FL.

The company had an estimated $35 million in total sales last year, of which promotional products were the largest component. Grossman noted that GMG has seen “modest growth” in 2019.

In addition to running GMG with his brother David, Grossman also recently launched SwagCycle, a division of the company that focuses on helping environmentally conscious companies repurpose unwanted branded items in an ethical, affordable way.