ADG Promotional Products Acquires Deerfield Collection (UPDATE)
Update 2:18 EST: Added further details about acquisition and quotes from Mahre.
ADG Promotional Products, Hugo, Minn., today announced the acquisition of Deerfield Calendar & Greeting Cards business effective January 1, 2012.
"Deerfield Calendars and Cards fits extremely well strategically with ADG's current brand offerings in the promotional products industry, especially Windmill Planners," said Bill Mahre, president of ADG Promotional Products. "The Deerfield brand has a long history of producing high-quality products at very competitive price points which will continue to be an attractive opportunity for our distributor partners."
Deerfield Calendars & Greeting Cards' production facilities will continue to operate separately, while all sales, marketing and customer service will be consolidated under ADG Promotional Products. Mahre explained that the promotional products market "was not a good fit for Deerfield's previous sales and marketing efforts," and that the agreement would make it easier for distributors to purchase Deerfield products while exposing the line to a wider audience.
"This move is strictly a brand acquisition that is focused on the ad specialty/distributor marketplace," he said. No Deerfield Calendars & Greeting Cards employees will move to ADG Promotional Products as part of the deal.
Starting on January 1 of next year, distributors will be able to purchase Deerfield Calendar & Greeting Card products from ADG Promotional Products' website and catalogs. Mahre noted that the brand's products are a natural fit for cross-promotion with other ADG lines, like Saratoga Pens and Windmill Planners, and that such combinations will make it easier for distributors selling in today's economy.
"Next year will continue to be a challenge for many distributors, end-user clients and suppliers in our industry. The economy is still very fragile and marketing efforts for many companies are soft. Key will be to deliver good quality products at reasonable prices. Customer service, quick response time and creative ideas without 'breaking the bank' will all be important for the next few years," Mahre said.
In addition to Deerfield Calendar & Greeting Cards, ADG Promotional Products is the parent of AdImages Drinkware, Arlington Keepsakes, Saratoga Pens and Windmill Planners product lines. The terms of the latest acquisition were not disclosed.
For more information, visit ADG Promotional Products' website.