In January 2025, Goldstar (PPAI 114031, Platinum) launched a company rebrand with an emphasis on sustainability. In 2024, the company achieved 96% FSC products and 98% FSC packaging, eliminated problematic plastics from its packaging, and boosted recycled plastic content used in products to 28% and in packaging to 92%. The San Diego-based company also signed on to the British Promotional Merchandise Association’s Step Forward Pledge to establish environmental and social goals and review its progress annually.

Goldstar also underwent several leadership changes, with Heather Smartt taking over as global leader and Keith Lofton joining as vice president of national accounts as well as taking a crucial role in driving the company’s broader ESG efforts. The company also expanded into Australia and New Zealand through the acquisition of Australian supplier globalcatalogue.

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