Overture Promotions Acquires Pride Products Distributors, Expanding Capabilities and Market Reach
Waukegan, Illinois (January 9, 2026) — Overture Promotions Inc. (“Overture Promotions”), a leading global branded merchandise and promotional products agency, announced it will acquire Pride Products Distributors LLC (“Pride Products”), a provider of high-quality apparel, corporate gifts, and custom merchandise based in Livingston, New Jersey. The transaction combines two industry leaders to strengthen market presence, expand product expertise, and deliver integrated, innovative programs for clients in North America and beyond.
Founded in 1997, Pride Products, a majority women-owned business, is renowned for helping organizations bring their marketing and corporate initiatives to life through thoughtfully curated products, from apparel and drinkware to awards and office items. The company’s creative approach, responsive service, and trend-focused collections have made it a trusted partner for businesses across the United States.
The acquisition strategically enhances Overture’s North American footprint, brings complementary capabilities and creative talent into the organization, and reinforces the company’s mission to provide comprehensive, differentiated solutions that drive brand engagement, loyalty, and impact on a global scale.
Overture is a portfolio company of Westbridge Capital Ltd., a Canadian private equity firm (“Westbridge Capital”).
"The acquisition of Pride Products by Overture Promotions reflects Westbridge Capital’s commitment to supporting portfolio companies that combine strong market presence with innovative capabilities," said Mike Meekins, CEO of Westbridge Capital. "This transaction enhances Overture’s North American footprint, strengthens its creative and operational expertise, and positions the company for continued global growth in delivering differentiated, high-impact merchandise solutions for clients worldwide."
“Pride Products’ expertise, client-focused approach, and innovation culture perfectly align with Overture’s global vision,” said Tej Shah, CEO of Overture. “Together, we will broaden our service offering, deepen creative capabilities, and strengthen our leadership in delivering transformative merchandise programs worldwide.”
Overture has a strong track record of strategic acquisitions that expand its global reach and service capabilities. In September 2024, it acquired Brandon, a premier Swedish branded merchandise agency with offices in Gothenburg (Sweden) and Shanghai (China). In February 2025, it took over Eco Promotional Products (EPP), a certified B-Corporation, reinforcing its commitment to environmentally and socially responsible branding solutions.
These initiatives, combined with Overture’s investments in global sourcing, design, technology, webstores, and fulfillment, position the company as a full-service, global merchandising agency. The Pride Products team will join Overture Promotions, continuing to serve clients with the same dedication while benefiting from expanded resources and capabilities.
About Overture Promotions
Overture is a global agency delivering end-to-end merchandise and corporate gifting solutions, including sourcing, creative design, webstore development, fulfillment, and technology-enabled services to elevate brand impact worldwide. https://overturemarketinggroup.com/
About Pride Products Distributors
Founded in 1997 and based in Livingston, New Jersey, Pride Products is a full-service provider of custom merchandise, corporate gifts, and apparel for organizations across the U.S. The company is known for its creative, responsive service and trend-focused curated product collections. https://www.pride-products.com/
About Westbridge Capital Ltd.
Westbridge Capital is a Canadian private equity firm. Westbridge Capital focuses on private equity investments that by their nature have little correlation to publicly listed securities and may be used to diversify a portfolio and reduce overall portfolio risk and volatility.
