7 Major Shifts: What The S&S Activewear And Alphabroder Merger Means For The Wholesale Apparel Industry In 2025

The wholesale apparel distribution landscape has been fundamentally reshaped. The biggest news of 2024 in the promotional products industry was undoubtedly the monumental acquisition of alphabroder by S&S Activewear, a move that created a new titan challenging for the top spot. As of this writing in late 2024/early 2025, this strategic combination is not just a merger of two companies; it represents a seismic shift in how decorators, screen printers, and businesses source blank activewear, corporate apparel, and accessories across North America. The integration process is underway, bringing with it a combined power in brand portfolio, distribution, and technology.

Founded in 1988 and headquartered in Bolingbrook, Illinois, S&S Activewear has long been a leading, technology-enabled business-to-business (B2B) distributor. The company specializes in providing a vast catalog of blank sportswear, corporate wear, and accessories to a diverse customer base. With the finalization of the alphabroder acquisition, S&S Activewear has cemented its position as one of the most powerful and influential suppliers in the market, forcing a re-evaluation of the entire competitive landscape and setting the stage for a new era of wholesale apparel supply.

S&S Activewear: A Comprehensive Company Profile

S&S Activewear has a rich history rooted in wholesale distribution, evolving from a regional player to an industry powerhouse. The company’s focus on technology, expansive inventory, and efficient logistics has been key to its consistent growth.

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• Founded: 1988
• Headquarters: Bolingbrook, Illinois, United States
• Primary Business: Wholesale distributor of imprintable apparel, activewear, sportswear, and accessories (B2B).
• Key Market: Promotional Products Industry, Screen Printers, Embroiderers, and Corporate Apparel Decorators.
• Major 2024 Event: Acquisition of alphabroder, a fellow Counselor Top 40 supplier.
• Industry Ranking: Ranked No. 2 on the Counselor Top 40 Suppliers list for 2025 (pre-merger ranking, but the combined entity is positioned to challenge for No. 1).
• Leadership Update (2024): Appointed Pablo Mercado as the new Chief Financial Officer (CFO) in November 2024.
• Sustainability Focus: Released a 2024 Sustainability Report detailing investments in solar power and water conservation initiatives.

The Blockbuster 2024 Merger: S&S and alphabroder

The strategic acquisition of alphabroder by S&S Activewear is the single most important development to understand when discussing S&S Activewear today. This merger is more than a simple business transaction; it is a consolidation of two industry giants that has fundamentally altered the competitive balance, primarily positioning the new entity as the chief rival to the long-time market leader, SanMar.

1. A $4 Billion Revenue Powerhouse

The combination of S&S Activewear and alphabroder has created a massive distribution entity. Based on alphabroder’s 2023 reported revenue, the merged company is projected to have a combined revenue exceeding $4 billion. This instantly makes the new S&S Activewear one of the largest suppliers in the promotional products and blank apparel space, capable of leveraging its scale to offer better pricing and deeper inventory. The sheer size of this new organization dictates that every decorator and retailer must factor them into their sourcing strategy.

2. The Unprecedented Brand Portfolio Depth

One of the most significant benefits of the merger is the consolidation of two already-robust brand portfolios. Customers now have access to an even stronger and deeper selection of premium brands across multiple categories, including blank sportswear, corporate apparel, and accessories. This enhanced brand offering is crucial for decorators who need a single source for diverse client needs, from budget-friendly staples to high-end retail-ready products. The combined entity acts as a vital link between apparel manufacturers and the vast network of decorators.

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3. Exclusive Access to Top Retail Brands

S&S Activewear has been strategically securing exclusive distribution deals, and this trend has accelerated with the merger. A key update for 2024 is the exclusive availability of Columbia outerwear at S&S Activewear as of Fall 2024. This move is a game-changer for the corporate and promotional apparel markets, where high-end retail brands are increasingly sought after. Furthermore, S&S has continued to expand its internal offerings, adding new exclusive brands like ANETIK (a high-end performance apparel line) and introducing 2025 brands such as AllPro, JAANUU, and Nomadix.

4. Optimized and Restructured Distribution Network

The integration of the two companies involves a comprehensive review and restructuring of their combined distribution network. S&S Activewear is currently evaluating all existing S&S and alphabroder facilities to create a more efficient and geographically optimized logistics footprint across North America. This focus on warehouse automation and streamlined operations is intended to reduce error rates, speed up delivery times, and ultimately improve the customer experience for decorators who rely on fast, accurate shipments to meet client deadlines.

5. LSI Keywords and Key Entities in the S&S Ecosystem

The vast inventory of S&S Activewear post-merger now encompasses a wide array of product categories and LSI (Latent Semantic Indexing) keywords that are critical for searchability and topical authority. The company is the go-to source for:

• Wholesale T-Shirts: Bulk buying options for essential items like Gildan and Bella Canvas.
• Performance Apparel: Including the exclusive ANETIK line and various retail-ready activewear.
• Corporate & Fashion Apparel: Featuring brands like American Apparel and Columbia.
• Accessories: A massive selection of imprintable caps, hats, bags, and promotional items.
• Sustainable Styles: A growing focus on eco-friendly and sustainable blank options, highlighted in their 2024 report.

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6. New Competitive Landscape and Market Dynamics

The S&S Activewear/alphabroder merger has created an intense competitive dynamic in the wholesale apparel space. The combined entity is now the primary challenger to the industry leader, SanMar. This rivalry is expected to drive innovation in pricing, technology, and customer service across the entire market. Decorators can anticipate a "race to the top" in terms of logistics and inventory management as these two titans vie for market share, which can only benefit the end-user through improved service and product availability.

7. Embracing Digital and Future Trends

In line with modern distribution practices, S&S Activewear continues to emphasize its digital platform. They offer customizable and category-specific digital catalogs, which are user-friendly tools for decorators to showcase products to their clients. This focus on technology, coupled with the commitment to sustainability outlined in their 2024 report, demonstrates a forward-thinking approach to the future of wholesale distribution. The company is actively adapting to new trends, including the demand for unique branding experiences and trending color palettes for 2024 and 2025.