In three years of measuring industry leadership through PPAI 100, it’s clear that the biggest players in promotional products use their significant resources to stay on the cutting edge.
But small and mid-sized businesses take it seriously, too. Scoring in the Innovation category shows companies up and down the list leveraging technology to meet customer expectations, keep and expand their market share. The investment and the approach could be different depending on the circumstances, but in every firm, digital transformation means refining what already works by making programs more seamless, secure and scalable through the thoughtful application of technology.
That’s exactly what two very different companies on this year’s list are doing. While their overall operations are worlds apart, both HALO (PPAI 106462, Platinum) and City Apparel + Merch (PPAI 242048, Silver) were among the 23 distributors on the 2025 PPAI 100 to earn High Marks in the Innovation category.
HALO, of course, has the advantage of scale and resources, boasting nearly $1 billion in revenue. City Apparel + Merch is a boutique B Corp; at $3.5 million in revenue, it’s the smallest distributor to ever make the list.
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They’re both committed to building systems that solve real customer problems – worlds apart in size, but strikingly aligned in mindset: Tech should make the business smarter, the work more repeatable, and the experience more human.
HALO: Enterprise Infrastructure Meets Customer Experience
With a global client roster and complex program demands, Sterling, Illinois-headquartered HALO has built a proprietary technology stack designed to integrate seamlessly into clients’ existing ecosystems.
“Customer expectations have risen significantly,” says Amit Gaur, chief information officer at HALO, which ranked as PPAI 100’s No. 2 distributor for the third-straight year. “This includes seamless browsing and ordering, integration with internal and external systems, robust reporting and a highly secure data environment.”
Amit Gaur
Chief Information Officer, HALO
HALO’s response has been to design around that feedback. The company’s in-house developers, UX designers and data experts continuously update and enhance its platforms, driven in part by direct client requests and platform usage analytics.
But technology at HALO is always presented in context – not as a standalone offering, but as part of a broader value proposition. Jim Stutz, executive vice-president of sales, marketing and business development, says the company positions its technology prowess as a meaningful differentiator, but not the only one.
“We emphasize to clients that its true value lies in how it integrates with our broader suite of services including account management, global sourcing, logistics, and creative support,” Stutz says. “The goal is to help clients fully activate their brand through this integrative approach.”
Jim Stutz
Executive Vice President, HALO
The company doesn’t treat innovation as a project or campaign. “We view digital transformation not as a one-time initiative, but as a continuous evolution driven by client needs, data insights and a commitment to innovation,” Stutz says. “By investing in scalable platforms, empowering our talented teams, and staying closely aligned with the needs of our clients and sales team, we ensure that our digital platforms enhance every aspect of the brand experience.”
City Apparel + Merch: Tech-Forward, Boutique-Minded
For the 2025 PPAI 100’s No. 87 distributor City Apparel + Merch, innovation is about finding the tools that can support high-touch service while driving real operational gains.
“Today’s customers aren’t just looking for branded merchandise; they’re craving seamless, secure and personalized experiences,” says Andrea Kramer, president of the Ohio-based firm. “At City Apparel + Merch, we’re embracing this wave by creating custom online storefronts with managed uniform allowances, integrated procurement systems and real-time order tracking.”
Andrea Kramer
President, City Apparel + Merch
While HALO has the in-house development horsepower to build proprietary platforms, City Apparel + Merch has leaned into cloud-based ERP and AI to level up its operations. The company uses NetSuite and Microsoft Copilot to streamline quoting, improve customer communication and automate production workflows while maintaining its white-glove feel.
“Our clients rave about the perfect blend of boutique-level service and enterprise-grade technology,” Kramer says.
The company is intentional about its marriage of humanity and automation. City Apparel + Merch doesn’t tuck its technology into the background. It’s a core part of the pitch. “We proudly showcase our digital capabilities as the heart and soul of the City Apparel + Merch promise – innovation intertwined with personalization,” Kramer says. “Whether we’re onboarding a new client or tackling an RFP, we illuminate how our tech stack streamlines uniform and merch programs while preserving brand integrity.”
The idea that digital tools should enhance relationships, not replace them, is central to the company’s philosophy. “Our guiding principle is: ‘Tech should make things smarter, not colder,'” Kramer says. “Every tech investment is meticulously chosen to support our mission of fostering a culture of excellence that is both repeatable and human-centered.”
Two Paths, One Principle
HALO and City Apparel + Merch offer two different blueprints for innovation – one built for scale, the other for agility – but their strategies point in the same direction.
Both companies view technology not as a flashy veneer, but as operational infrastructure. Both see digital transformation as an ongoing process.
And maybe most importantly, both put clients and employees at the center of their decision-making.
