Overture Promotions (PPAI 288541, Professional Platinum) has expanded its global reach with the acquisition of Brandon, a promo company out of Sweden.

  • Brandon, which is pronounced “brand on,” also operates an office out of Shanghai.
  • The European company will be controlled by Overture and exist in the Brand Unbound global network, co-founded by Overture in 2019.
  • Overture is PPAI 100’s No. 21-ranked distributor.

Brandon will maintain its name and structure while operating as a member of the Overture Marketing Group. Brandon CEO Amanda Wyatt will remain in her role and report to Overture CEO Jo Gilley.

“The Brandon team is so impressive, from their wildly creative approach to creating custom branded merchandise portfolios for their customers, to their world-class systems and infrastructure, to their well-run distribution center,” says Gilley. “We are already hitting the ground running, collaborating on several global customers and creating opportunities to learn from each other – a true win-win for our customers and employees.”

The Formation of the Overture Marketing Group

Overture’s acquisition of Brandon marks a new chapter for the Illinois-based distributor. A certified minority-owned (and woman-led) business that likes to refer to itself as a group of “creative control freaks,” it now boasts the beginning of the Overture Marketing Group, which Brandon is now a part of. With the support of its parent company Westbridge Capital, it plans to continue to add on to the group through strategic acquisitions.

Founded in 1987 and becoming a branded merchandise venture in 2000, Brandon focuses on custom product creation, direct sourcing and sustainability.

  • In 2023, it reported a revenue of $22 million.
  • In 2009, it was acquired by PUMA before being sold back to management in 2016. PUMA is still a current client of Brandon.

“We are thrilled that, under this new ownership structure, Brandon is becoming a part of the Overture Marketing Group,” Wyatt says. “Our complementary strengths and shared vision create a powerful synergy that will drive us forward. We are confident that this new chapter with Overture will enhance our capabilities and enable us to deliver even greater value to our global clients.”