SanMar

What SanMar does

SanMar Corporation is a privately held, family-owned wholesale supplier of imprintable apparel, bags, caps, and accessories headquartered in Issaquah, Washington, founded in 1971 by Marty Lott. The company distributes exclusively to authorized B2B customers — promotional products distributors and decorators who embellish and resell blank apparel to end buyers — and operates 9 regional distribution centers across the United States, supported by a Central American manufacturing joint venture that includes the Elcatex textile mill and sewing plants in Honduras. SanMar carries more than 30 brands, comprising proprietary private labels (Port Authority, Port & Company, Sport-Tek, CornerStone) alongside licensed and third-party brands (Brooks Brothers under exclusive license, Richardson exclusive from 2026, Stanley/Stella, A4, Nike, Carhartt, The North Face, Eddie Bauer, New Era, Bella+Canvas via announced acquisition).

SanMar's revenue model is wholesale unit and case pricing on imprintable apparel, with tiered discounts (max 10% on branded, 20% on private label), $200 free-freight threshold, 3% credit-card surcharge, and small-order fees. Its technology stack is a B2B e-commerce portal (sanmar.com, customer-number-gated) integrated with a Custom Website Builder, Design Center, Image Library (powered by Widen Collective), and SanMar U education platform — tools that let authorized resellers build their own end-customer storefronts and decoration workflows. Sustainability and supply-chain control are emphasized through the C-FREE carbon offset program (partnered with ClimeCo), Sustendye dyeing technology at Elcatex, bluesign membership, and SBTi-approved emissions targets. The company employed 5,500–6,000+ people in the US and 15,000+ globally in 2024, reported $3.8B in revenue, and ranked #1 on the PPAI 100 and ASI Counselor Power 50 industry lists.

Name

SanMar

Legal name

SanMar Corporation

Website

https://sanmar.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

SanMar is a family-owned wholesale supplier of imprintable apparel, bags, and caps selling exclusively to authorized B2B promotional products distributors across 9 US distribution centers, carrying 30+ brands including proprietary private labels and exclusive licenses.

Ownership category

akta.pro rank

Headquarters

HQ city

Issaquah

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Wholesale Apparel and Accessories Sales: SanMar generates revenue through the wholesale distribution of imprintable apparel, bags, caps, and accessories to authorized promotional products distributors and decorators. Products are sold in bulk quantities with case pricing available. The company carries over 30 celebrated brands including private label (Port Authority, Port & Company, Sport-Tek) and licensed brands (Nike, Carhartt, The North Face, Brooks Brothers).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

SanMar is a wholesale supplier of imprintable apparel, bags, caps, and accessories serving the promotional products industry. The company distributes both private-label brands (Port Authority, Port & Company, Sport-Tek, CornerStone) and licensed brands (Brooks Brothers, Nike, Carhartt, The North Face, Stanley/Stella, Richardson) to authorized promotional products distributors and decorators across the United States. Fulfillment is supported by nine regional distribution centers and an integrated e-commerce platform.

Product overview

SanMar is a wholesale promotional apparel and accessories supplier offering a comprehensive product portfolio across multiple categories including T-shirts, polos/knits, sweatshirts/fleece, caps, activewear, outerwear, woven/dress shirts, bottoms, workwear, bags, accessories, and personal protection. The company distributes both private label brands (Port Authority, Port & Company, Sport-Tek, CornerStone) and licensed/third-party brands (Brooks Brothers, Nike, Carhartt, Champion, The North Face, Eddie Bauer, New Era, Tommy Bahama, Richardson, Stanley/Stella, A4, Allmade). SanMar operates as a business-to-business supplier to the promotional products industry, selling only to authorized customers who embellish or resell the products. The company provides marketing tools including a Custom Website Builder, Design Center, and Image Library (powered by Widen Collective), along with the SanMar U education platform. The C-Free carbon offset program supports sustainability initiatives through partnerships with ClimeCo.

Differentiator

Problem solved

Functional benefit

Products and services

• T-Shirts Wholesale T-shirts in cotton, tri-blend, 50/50, performance, ring spun, and specialty materials sold to authorized distributors and decorators for embellishment and resale.
• Polos and Knits Wholesale polo shirts and knit apparel including performance, easy care, silk touch, cotton, workwear, and sweater options.
• Sweatshirts and Fleece Wholesale sweatshirts and fleece garments including crewnecks, hoodies, sweatpants, full zip, 1/2 and 1/4 zip, and heavyweight styles.
• Caps and Headwear Wholesale headwear including stretch-to-fit, performance/team, flexfit, mesh back, structured, unstructured, camouflage, safety, full brim, visors, and beanies.
• Activewear Wholesale athletic and activewear including performance apparel, jerseys, tanks, athletic warm-ups, baseball, basketball, pants, and shorts.
• Outerwear Wholesale outerwear including soft shells, polyester fleece, rainwear, 3-in-1 jackets, vests, corporate jackets, work jackets, golf outerwear, and insulated jackets.
• Woven and Dress Shirts Wholesale woven and dress shirts including easy care, oxfords, denim, cotton, fishing, camp shirts, premium wovens, and cotton/poly blends.
• Bottoms Wholesale bottoms including sweatpants, joggers, shorts, workwear pants, and scrub pants.
• Workwear Wholesale workwear including industrial work shirts, stain/soil resistant apparel, industrial work pants and shorts, work jackets, safety gear, aprons, and medical scrubs.
• Bags Wholesale bags and accessories including briefcases/messengers, backpacks, duffels, travel bags, golf bags, coolers/lunch bags, cinch packs, totes, and rolling bags.
• Accessories Wholesale accessories including blankets, robes/towels, golf towels, aprons, scarves/gloves, and miscellaneous accessories.
• Personal Protection Wholesale personal protection equipment including face coverings, medical scrubs, and safety equipment.
• Port Authority (Private Label Brand) SanMar's flagship private label brand offering a wide range of corporate and promotional apparel including bags, outerwear, and woven shirts.
• Port & Company (Private Label Brand) Value-focused private label brand offering essential promotional apparel and accessories at competitive price points.
• Sport-Tek (Private Label Brand) Athletic and sports-inspired private label brand offering performance apparel, team wear, and activewear for promotional markets.
• CornerStone (Private Label Brand) Private label brand specializing in performance workwear and safety apparel for industrial and corporate markets.
• Brooks Brothers Collection (Licensed Brand) Iconic American fashion brand with exclusive licensing partnership through SanMar offering 33 styles of wovens, knits, outerwear, and accessories.
• Richardson Headwear and Apparel Headwear and performance apparel brand offering structured and unstructured caps, including the popular 112 Trucker style, now sold exclusively through SanMar.
• BELLA+CANVAS Brand Premium blank apparel brand offering sustainable and contemporary basic apparel including T-shirts, sweatshirts, and activewear; subject to acquisition by SanMar from Color Image Apparel.
• Stanley/Stella Premium Sustainable Apparel Premium sustainable apparel brand offering eco-friendly garments made with organic and recycled materials, distributed through SanMar as of December 2024.
• A4 Athletic Apparel Athletic apparel brand offering performance-driven activewear and team uniforms, launched through SanMar in December 2024.
• Allmade Sustainable Brand Environmentally focused blank apparel brand partnered with SanMar, featuring products made with sustainable manufacturing processes using Sustendye technology.
• Outlet and Sale Products Discounted and closeout apparel products offered at reduced prices across multiple categories including T-shirts, polos, sweatshirts, caps, outerwear, activewear, and accessories.

Quantifiable outcome

• Free freight on orders over $200
• +1 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

13 partnerships are on record, tiered major, core and minor.

• Bella+CanvasmajorStrategic or Co-development PartnerSanMar agreed to acquire Bella+Canvas from Color Image Apparel Inc. (parent company of Alo Yoga). The transaction separates the wholesale blank-apparel supplier from the premium direct-to-consumer athleisure brand, creating a cleaner business valuation. The founders stated it was paramount for Bella+Canvas to join a privately held, family-owned company rather than private equity.
• RichardsoncoreChannel Partner/ Reseller/ DistributorSanMar announced it will begin carrying Richardson headwear and performance apparel starting in 2026. Initial launch includes 15 exclusive apparel styles and 31 headwear options including the popular 112 Trucker. Partnership unites two family-owned companies.
• AllmadecoreChannel Partner/ Reseller/ DistributorAllmade is an environmentally focused blank apparel supplier partnered with SanMar. They host annual Camp Allmade trips in Honduras inviting distributors and decorators to tour manufacturing facilities.
• ClimeCocoreStrategic or Co-development PartnerPartner for SanMar's C-FREE carbon offset program. ClimeCo provides verified carbon offset certificates for solar power, hydro power, wind turbines, deforestation prevention, and acid abatement projects.
• CommonskuminorStrategic or Co-development PartnerCommonsku, a promo business and sales software company, partnered with SanMar to take distributor customers on factory tours in Honduras to see the full apparel manufacturing process.
• Brooks BrotherscoreOEM/ Whitelabel/ Licensing PartnerSanMar has an exclusive licensing partnership with Brooks Brothers, adding 33 styles of wovens, knits, outerwear and accessories for both men and women.
• Stanley/StellacoreChannel Partner/ Reseller/ DistributorSanMar launched premium sustainable apparel from Stanley/Stella, expanding its sustainable product collection which now comprises 289 styles.
• A4coreChannel Partner/ Reseller/ DistributorSanMar announced launch of A4 athletic apparel, adding to its brand portfolio.
• Breakthrough T1DcoreGTM or Marketing PartnerSanMar has a national partnership with Breakthrough T1D (formerly JDRF), with CEO Jeremy Lott serving on the International Board of Directors.
• bluesigncoreStrategic or Co-development PartnerSanMar joined bluesign, reinforcing its leadership in sustainability and commitment to responsible manufacturing.
• US Military PipelineminorGTM or Marketing PartnerSanMar partners with US Military Pipeline as part of its Military Hiring Initiative to support veterans transitioning to civilian workforce.
• Hire Heroes USAminorGTM or Marketing PartnerSanMar partners with Hire Heroes USA as part of its Military Hiring Initiative to support veterans and military members in the transition to joining the civilian workforce.
• Why Not You FoundationminorGTM or Marketing PartnerSanMar partnered with Why Not You Foundation to raise funds for Friends of the Children, a national nonprofit breaking the cycle of generational poverty by providing long-term mentors to children.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Regional players

• Hit Promotional Products: Hit Promotional Products is a domestic supplier of promotional products including apparel and accessories, broadly comparable in product mix though more diversified across hard goods than SanMar's apparel-focused catalog.

Direct peers

• alphabroder: alphabroder is the closest direct competitor to SanMar — a wholesale distributor of imprintable apparel and accessories to the promotional products industry, with a comparable multi-brand catalog and broad product range across t-shirts, polos, fleece, and headwear.
• Outdoor Cap: Outdoor Cap is a wholesale headwear supplier serving the promotional products channel — directly comparable to SanMar's caps category and many of the same distributor customers.
• Next Level Apparel: Next Level Apparel is a wholesale blank t-shirt and apparel manufacturer serving the same promotional and decorator channel as SanMar, with overlapping basic apparel product lines and brand-positioning.
• Charles River Apparel: Charles River Apparel is a wholesale apparel supplier specializing in outerwear, fleece, and activewear to the promotional products industry, with an overlapping customer base and comparable decoration-friendly catalog.
• BELLA+CANVAS: BELLA+CANVAS is a wholesale blank-apparel supplier focused on premium, fashion-forward basics — currently being acquired by SanMar. It is a direct peer in catalog, channel (promo distributors/decorators), and customer base.

Emerging players

• Richardson Sports: Richardson is a headwear and performance apparel brand whose products SanMar began distributing in 2026 as an exclusive; as a brand-side peer it competes in the same end-markets (sports/promo) that SanMar's caps business serves.
• Cutter & Buck: Cutter & Buck is an apparel brand (polos, outerwear, knits) active in the corporate and promotional channels that overlap with SanMar's woven, polo, and outerwear categories and corporate uniform use cases.

Broad incumbents

• Gildan Activewear: Gildan is a vertically integrated apparel manufacturer with broad basics and activewear that competes with SanMar's private-label and third-party basics across the promotional channel; it operates at significantly larger scale and owns the manufacturing.
• Hanesbrands: Hanesbrands owns Champion, Hanes, and other apparel brands that compete with SanMar's licensed brand portfolio in the imprintable apparel space; it is a much larger, publicly listed incumbent with broad retail reach.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sanmar-126332147784
• LinkedInlinkedin.com/company/sanmar
• Instagraminstagram.com/sanmar_corp
• Xx.com/sanmar_corp

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SanMar