Pride Products Distributors, a Livingston-based mainstay in the promotional products industry for nearly three decades, has been acquired by Overture Promotions, a top-ranked global branded merchandise agency.
The recently announced deal marks a major expansion for the Illinois-based Overture into high-value specialized markets, including large law firms and Ivy League higher education institutions—sectors where Pride Products has built a formidable reputation.
Founded in 1997, Pride Products has grown into a premier provider of custom merchandise and apparel. The firm is particularly well-known for its deep roots in the Garden State and its work with prestigious regional clients, including Princeton University and several of the world’s largest law firms.
Under the leadership of co-owners Wendy Ferber and Andrew Nadel, Pride Products has focused on long-term relationship building, with its top ten clients averaging over 15 years of tenure.
“Pride’s vertical specialization was a primary driver of this acquisition,” Tej Shah, CEO of Overture Promotions said. “By combining their vertical knowledge with our expertise, we see a powerful opportunity to elevate how these clients are supported.”
As part of the integration, Pride Products will tap into Overture’s extensive global infrastructure. While the company will now have access to enterprise-level technology and massive in-house production capabilities, the leadership team emphasized that the local service model will remain unchanged.
“Our clients operate in environments where brand integrity and execution matter enormously,” Wendy Ferber, a graduate of the University of Pennsylvania’s Carey Law School said. “Overture brings the global reach that allows us to offer our clients more, without compromising the trust we’ve built over decades.”
Key facts about the acquisition:
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Target verticals: Large law firms, professional services, and higher education.
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Client portfolio: Includes Princeton University, University of Pennsylvania, and Georgetown University.
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Infrastructure boost: Pride clients gain access to Overture’s $175M+ global sourcing and fulfillment network.
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Strategic growth: This follows Overture’s recent acquisitions of Sweden-based Brandon (2024) and Eco Promotional Products (2025).
The move reflects a broader trend of consolidation within the promotional products industry, as smaller, specialized boutique firms join larger agencies to gain the technological “next level” required for modern enterprise programs.
For the Livingston team, the partnership is a homecoming of sorts to a larger platform. “It was time for us to go to the next level,” Andrew Nadel said. “Overture gives us the scale and infrastructure to do so while keeping our same dedicated team in place.”
