Prime Line President Discusses Built Deal
On Monday, Prime Line, Bridgeport, Conn., announced an exclusive distribution agreement to handle all North American promotional product sales for Built, the New York-based manufacturer of bags, totes and electronics cases. The deal took effect yesterday and adds another exclusive property to the Top 50 promotional products supplier, which signed a similar deal for the leather goods line Leeman New York in 2010.
"We're thrilled about the deal," said Jeff Lederer, president of Prime Line. "It's a fun line, and it's got a lot of cachet that I think works really well."
Built, known for its wine totes, lunch bags and laptop sleeves, entered the promotional products industry in 2005, but the company has focused predominantly on the larger retail side of the business. Lederer approached the company at that time, but "since they were just starting in the industry, they wanted to give it a go on their own," he explained. "More recently, I found out there were some changes going on in their organization, and I approached them about potentially renewing that discussion."
"It was the perfect time, the stars aligned in a great way, and we quickly put this together. We looked at all the synergies that could happen and where we could take the line together and potential line extensions. It allows them to focus on what they do great and allows us to focus on what we do great," Lederer said.
Prime Line will be representing all aspects of Built's merchandise in the promotional products industry, and the line of products has been fully integrated into Prime Line's business. All decoration, ordering, inventory, sales and shipping will be handled by Prime Line, while design and fabrication will remain with the New York company. In addition, Prime Line will exclusively showcase the products at trade shows.