The 2025 PPAI 100 includes six international distributors – the most to ever make the annual ranking.
It’s a sign of the times. As the promotional products industry increasingly expands its international presence, the Association is placing greater emphasis on the “I” in PPAI.
More U.S.-based promo firms are adapting to global economic changes by redirecting their focus to international markets, and several firms from overseas are offering their unique services, particularly regarding sustainability, to U.S. counterparts.
These are the international distributors that made the 2025 PPAI 100:
- No. 33: Germany-based Cybergroup International
- No. 47: Toronto-based Genumark
- No. 77: Netherlands-based BeGlobal
- No. 80: Toronto-based Score Promotions
- No. 90: Markham, Ontario-based TPS Promotions & Incentives
- No. 91: India-based Consortium Gifts
Challenges For International Distributors
The tariff turmoil brought on by President Donald Trump is a common refrain among international distributors as their most pressing issue.
“The biggest challenge for our business this year so far has been the uncertainty in the global supply chains,” says André Noordwijk, owner and general manager of BeGlobal.
André Noordwijk
Owner & GM, BeGlobal
Steven Baumgaertner, CEO of Cybergroup International, echoes that sentiment.
- Cybergroup is an umbrella organization of global distributor operations that is headlined by Heidelberg, Germany-based cyber-Wear, the country’s largest distributor.
“Our biggest challenge has been maintaining agile and resilient global supply chains amidst growing geopolitical uncertainties, all while managing rapid international expansion,” says Baumgaertner, who’s also chairman of the European Associations Cooperation, which partnered with PPAI to launch the International Leadership Summit.
“Striking the right balance between growth and operational excellence remains key.”
Steven Baumgaertner
CEO, Cybergroup International
The Trump administration is currently engaged in trade negotiations with numerous countries as a part of its reciprocal tariff regime. So far, the U.S. has reportedly initiated discussions with over 75 countries during a 90-day pause on global reciprocal tariffs, temporarily lowering the import fees to 10% for most countries.
- However, each of those countries could see their individual tariffs raised significantly when the pause ends in July.
- On Friday, Trump threatened to impose a 50% tariff on imports from the European Union, which has since been extended to begin July 9.
With respect to Canada and Mexico, existing fentanyl and migration-related tariffs remain in effect, although goods compliant with the United States-Mexico-Canada Agreement of 2020 are exempt.
- Non-USMCA goods face a 25% or 10% tariff, depending on classification.
- If the current orders are terminated, non-USMCA goods would face a 12% tariff while USMCA goods remain preferentially treated, according to the White House.
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“The biggest challenge for us has been navigating supply chain uncertainty regarding our U.S. vendors,” says Aaron Moscoe, CEO of Canadian distributor TPS Promotions & Incentives.
“This concerns both U.S.-made products from great industry vendors like Toddy Gear and goods imported into the U.S. by industry vendors who then decorate and ship to distributors like TPS in the Canadian market.”
- Moscoe adds that the 25% tariff on items made from steel or aluminum (even if produced in Canada) is also restrictive.
On May 14, the U.S. cut the tariff rate on imports from China from 145% to 30% as part of a short-term deal. Meanwhile, China will reduce the tariff rate on imports from the U.S. from 125% to 10%.
Additionally, Chinese imports under $800 in value, which were previously exempt under de minimis but had briefly been placed under tariffs at 120% of their value, have now had those tariffs lowered to 54%, providing possible relief to certain e-commerce and smaller companies who had been relying on the loophole. Such packages will also now have a $100 flat fee, instead of the $200 flat fee that was set to go into effect in June.
The escalating duties have roiled markets and have already driven up prices in the promo industry.
“Like many in our industry, we’re navigating rising operational costs, everything from product sourcing to shipping and labor,” says Mitch Freed, CEO of Genumark.
Mitch Freed
CEO, Genumark
“As a family-run business committed to quality and service, we’ve had to work hard to balance maintaining our high standards while keeping pricing competitive for our Fortune 100 clients. Our B Corp values also mean we’re not just thinking about margins but also making sustainable, ethical choices that sometimes come at a premium. It’s a tricky balance, but long-term relationships and trust are worth that investment.”
With all the supply chain disruptions in China and other parts of Southeast Asia, Gaurav Bhagat, managing director of Consortium Gifts, says that Indian manufacturers may get overwhelmed and be unable to service some of their existing and future supply commitments.
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“India has a long way to go before it can become a significant player in the industry,” Bhagat says. “Hence, if the teething issues around capacity and infrastructure aren’t handled, I see some issues.”
Opportunities For International Distributors
While the global trade war has fueled anxiety and trepidation throughout the industry and beyond, it has also led to a resurgence in domestic sourcing. On the U.S. side of things, suppliers specializing in “Made-in-America” products are reporting increased sales and inquiries.
- Canadian promo pros are also seeing a renewed sense of national pride.
Aaron Moscoe
CEO, TPS Promotions & Incentives
“Evolving trade complexities are making it increasingly difficult for American companies to conduct business in Canada, especially when it comes to shipping products across the border,” Moscoe says. “As a result, more end users are seeking strategic partners within Canada, such as TPS, who can expertly manage the Canadian aspects of their international promotional products programs, working in close collaboration with their U.S.-based distributors.”
Similarly, Bhagat reports that Consortium Gifts is experiencing greater interest from companies around the world to supply products from India to offset some of the tariff-related headaches.
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“Clients past and present have been filling the inboxes like never before,” Bhagat says. “The pivot from China to India is definitely a big opportunity that we see irrespective of whatever decisions are taken in the future.”
Gaurav Bhagat
Managing Director, Consortium Gifts
Considering that Europe is perceived as years ahead of the U.S. on sustainability, it’s no surprise that the biggest opportunity Noordwijk sees for BeGlobal is the “growing demand for sustainable products.”
The firm is a leading partner in IPPAG, the International Partnership for Premiums and Gifts, which is creating an industry sustainability guidance tool named the Better Life Circle that’s expected to be released in September.
- The Better Life Circle expands on IPPAG’s carbon tracking tool to evaluate products across three core pillars: people, impact and planet.
- It’s designed to provide clear, structured insights that help businesses, buyers and clients make better, data-driven choices.
Meanwhile, AI is opening new possibilities for Genumark.
“We see a real opportunity to use AI tools to streamline our internal workflows, reduce manual tasks and improve overall efficiency,” Freed says. “This is especially valuable in order management, inventory forecasting and client communications. Small efficiency gains can translate into significant cost savings and a better client experience for a distributor serving large, complex organizations.
“The key for us is adopting technology to enhance – not replace – the personal, hands-on service that sets us apart.”
Baumgaertner says the greatest opportunity lies in merging sustainability with innovation. “By leveraging AI and deepening our transatlantic partnerships, we’re redefining branded merchandise and corporate fashion as powerful, future-ready branding tools on a global stage,” he says.
