Illinois-based Overture (PPAI 288541, Platinum), PPAI 100’s No. 13 distributor, has announced the acquisition of Pride Products, a New Jersey-based distributor that primarily serves professional clients such as law firms and higher education establishments. Pride Products has three decades of expertise, specifically catering to high profile law firms, and will immediately deepen Overture’s client base and product offerings in that sector.
- Pride Products will become fully integrated into Overture.
- Likewise, Pride’s current clients will have access to Overture’s in-house production and enterprise program management capabilities.
“Pride’s vertical specialization in serving large law firms, professional services organizations, and universities was a primary driver of this acquisition,” says Tej Shah, CEO of Overture Promotions. “By combining Pride’s vertical knowledge with Overture’s expertise, we see a powerful opportunity to elevate how these clients are supported.”
Tej Shah, CEO, Overture
According to Overture, Pride’s top ten clients average more than 15 years in tenure, reflecting a long-term durability with their core customers, which includes Ivy League universities. According to Wendy Ferber, co-owner of Pride Products, clients such as top law firms and universities put a considerable emphasis on brand integrity and quality, which Overture can continue to deliver on even expand upon.
“Our clients operate in environments where brand integrity and execution matter enormously,” says Ferber. “Overture brings global reach, enterprise-level technology and in-house production capabilities that allow us to offer our clients more, without compromising the service and trust we’ve built over decades.”
Wendy Ferber
Co-owner, Pride Products
Co-owner Andrew Nadel commented that after building distributorship up to its current level, Overture gave the Pride Products team the opportunity to scale it further than it otherwise could have.
“This partnership is so exciting as our clients will continue to receive the same service level from the same team yet now have access to so much more,” Nadel says. “It was time for us to go to the next level and Overture gives us the scale and infrastructure to do so.”
Strategic Plans For Overture
According to Overture, this acquisition and partnership help “further position the company as a fully integrated, global merchandising partner for complex, enterprise-level programs.” The distributor has strategically been making acquisitions domestically and internationally that serve those purposes.
- In 2024, it ventured into Sweden with the acquisition of the promo company Brandon, which also operates out of offices in Shanghai.
- Last year, Overture acquired Eco Promotional Products, a team of sustainability experts.
Last year also marked a new beginning for Overture, which named Shah it’s new CEO. This followed the tenure of JoAnn Gilley, who served in the role since 2017.
