Prime Line President Discusses Built Deal
Monday's announcement marks the second exclusive deal for Prime Line in as many years. The company acquired the Leeman New York product line in January 2010, expanding Prime Line's gift and personal accessory options. "All of the sudden, within a year-and-a-half period of time, we are one of the premier gift lines in the industry," Lederer said. He added that the company plans to continue this focus as it looks to next year, and is already considering combinations between Built and Prime Line products for 2012, such as bundling Built's wine carriers with wine tools or adding stainless steel bottles to a water bottle holder.
Lederer explained that although the company is excited to have the name brand items in its inventory, Prime Line's goal remains "servicing distributors in the most efficient way possible," and he sees these niche products as fitting into that puzzle.
"We were one of the pioneers of the 'one-stop shop' concept with multiple product categories," he said. "Obviously, it's become a little bit more ubiquitous these days, so it does become more challenging when everyone is offering so many different product categories. This is just another way for us to differentiate ourselves from the commodity products that are everywhere."