iPROMOTEu (PPAI 218870, Platinum), PPAI 100’s No. 11 distributor, acquiring AIA Corporation, PPAI 100’s No. 18 distributor, was one of the biggest stories in the promotional products industry last year.

As a result of the acquisition, all operations across both companies were unified under the iPROMOTEu brand and leadership team. That coincided with a series of leadership promotions and organizational enhancements, which went into effect earlier this year.

  • With combined 2023 sales exceeding $365 million, this acquisition signifies a major shift in the industry landscape and elevates the entity’s influence as a leading distributor network powerhouse.


So, what’s next?

iPROMOTEu CEO Lori Bauer – a member of the PPAI Board of Directors – answered that question and more in a recent interview with PPAI Media.

PPAI Media: What led to the acquisition and why did iPROMOTEu find it to be advantageous?

Lori Bauer: Both iPROMOTEu and AIA Corporation evolved over the years to be incredibly aligned in business models and core values. We knew that as a united company we could combine the best of both worlds to support the success of our communities with new opportunities for growth and innovation.

At its core, the acquisition was about uniting two organizations that share a commitment to helping independent promotional products distributors succeed, and joining forces has strengthened everything we do.

The energy and optimism we’re seeing reaffirms that we’re doing exciting things as an industry powerhouse.”

Lori Bauer

CEO, iPROMOTEu

PPAI Media: How has the transition process been?

Bauer: The transition process has been energizing and filled with optimism from our staff, vendor partners and both the iPROMOTEu and AIA communities. There’s a genuine sense of enthusiasm around what this combination makes possible, which I see reflected in the conversations we’re having with affiliates and the momentum we’re building.

Our top priority has been to ensure continuity while unlocking new value for our affiliate community. It’s been gratifying to see such a positive response and to witness people leaning into fresh opportunities. The energy and optimism we’re seeing reaffirms that we’re doing exciting things as an industry powerhouse.

PPAI Media: What has been the biggest challenge during the transition?

Bauer: Any time you bring two strong, independent organizations together, the biggest challenge is striking the right balance to honor what makes each company special while building something great. That takes time, thoughtful planning and clear communication.

We’ve been intentional about every step of the process, balancing the excitement of the future with the practicalities of aligning processes, technology and teams. We have used this approach to successfully maintain the high levels of support our affiliates expect without causing service disruptions.

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The collaboration and openness of everyone involved who’s navigating complexities with agility and positivity is inspiring. The care we’re putting into this integration is laying a strong foundation for the future and will deliver long-term benefits to our affiliates.

PPAI Media: How do AIA owners and iPROMOTEu affiliates benefit from the acquisition?

Bauer: By combining our networks, affiliates have access to more resources and advantages to help achieve their goals. Across every department we’re creating new opportunities for success with enhanced support tailored to the unique needs of distributors. Affiliates have access to a broader suite of technological solutions, sales and marketing resources and operational support designed to accelerate their business growth.

The combined organization leverages stronger partnerships with suppliers, offering expanded product options, improved pricing and exclusive offers. We’re also investing in cutting-edge technology that streamlines operations and enhances the affiliate experience. Plus, with our combined presence, the iPROMOTEu community gains more influence, opening doors to bigger opportunities and new markets.

Everything we do as a united company is focused on helping affiliates succeed today and well into the future.

PPAI Media: As the promotional products industry experiences increasing consolidation, is iPROMOTEu considering additional acquisitions in 2025?

Bauer: No, we’re not pursuing any additional acquisitions.

PPAI Media: What advice do you have for fellow business owners considering an acquisition of their own?

Bauer: My biggest piece of advice is to start with clarity about whether a potential acquisition aligns with your company vision, values and long-term goals. For iPROMOTEu, this wasn’t just a business decision, but was rooted in purpose with a drive to see our affiliates succeed.

Eight months in, I have a few key takeaways from this experience:

  • Cultural alignment is key because shared values and a unified vision make integration smoother and foster long-term success for your team and customers.
  • Transparency and consistent communication are important for all internal and external stakeholders. Keeping everyone informed and engaged builds trust and helps navigate changes effectively.
  • The real work begins after the deal is signed, so develop an integration plan that leverages synergies, minimizes disruptions and continues to deliver on your customer commitments.
  • Stay aligned with what matters most by remembering the “why” behind an acquisition. Focus on your mission and the needs of your customers to guide our decision-making process.


An acquisition can be transformative for an organization. With thoughtful strategy, strong leadership and a commitment to collaboration, it can be a powerful catalyst that moves your business further, faster.