Identity Links
Identity Links is a family-owned promotional products distributor founded in 1971 that imports and sells 32,000+ customizable branded merchandise items — apparel, drinkware, bags, and awards — to corporate, EMT/EMS, automotive, and education clients across the United States via five regional offices and an e-commerce storefront.
- Company typePrivate
- Founded1971
- HeadquartersNiles, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Identity Links does
Identity Links (legal entity Identity-Links, Inc.) is a family-owned promotional products distributor founded in 1971 and headquartered in Niles, Illinois. The company imports and distributes customizable branded merchandise — apparel, drinkware, bags, pens, awards, technology accessories, and over 30 other product categories totaling 32,000+ SKUs — to corporate clients across the United States. It serves buyers in multiple verticals including general corporate, EMT/EMS, automotive dealerships, and educational institutions, with order sizes ranging from 100 to 10,000+ pieces.
The company's operating platform is built around three internal capabilities: an in-house embroidery and art department that handles custom imprinting and logo production, a direct import division that sources merchandise directly from manufacturers, and a non-commissioned sales representative team that provides order support from placement through delivery. Distribution runs through five US offices (Niles HQ, Chicago, Miami, Houston, Denver) supported by phone/email sales lines, an e-commerce storefront at identity-links.com, and social media channels. The company also offers a 5-Day Rush production service and same-day shipping on select items, backed by a 100% money-back guarantee on delivery timing.
Identity Links generates revenue through one-time transactional sales of branded merchandise, with unit pricing across three tiers: budget items under $1 (e.g., silicone wristbands at $0.70, koozies at $0.56), standard products in the $1-$10 range, and premium branded items from names such as Stanley, Yeti, Carhartt, and Leatherman priced $10-$100+. The company is privately held under President Mark Siegel with no disclosed institutional, private equity, or parent company ownership.
Identity Links firmographics
Firmographics- Name
- Identity Links
- Legal name
- Identity-Links, Inc.
- Website
- https://identity-links.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Identity Links is a family-owned promotional products distributor founded in 1971 that imports and sells 32,000+ customizable branded merchandise items — apparel, drinkware, bags, and awards — to corporate, EMT/EMS, automotive, and education clients across the United States via five regional offices and an e-commerce storefront.
- Ownership category
- akta.pro rank
Identity Links industry classification
Industry- Product category
- Promotional Products Distribution
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942), Office Supplies, Stationery, and Gift Retailers (4594), All Other Miscellaneous Retailers (459999)
- SIC
- Costume Jewelry & Novelties (3960), Wholesale-Apparel, Piece Goods & Notions (5130), Wholesale-Misc Durable Goods (5090)
- akta.pro primary industry
- Branded Merchandise & Corporate Gifts (BPAFAMAA)
- akta.pro secondary industry
- Trade Show Giveaways & Event Premiums (BPAFAMAG)
Keywords
Where Identity Links is headquartered
LocationHeadquarters
- HQ city
- Niles
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Identity Links business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Promotional Products Sales: One-time sale of customizable promotional products including apparel, drinkware, bags, pens, and thousands of other branded merchandise items. Products sold with custom logo imprint or embroidery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Under $1 Budget Items |
| Unit Pricing | Pay-as-you-go | Standard Promotional Products ($1-$10) |
| Unit Pricing | Pay-as-you-go | Premium Branded Items ($10-$100+) |
| Other | Pay-as-you-go | Rush Order Service |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Identity Links product offering
Product offeringCore offering
Identity Links imports, customizes, and distributes promotional products with custom logo imprints or embroidery. The company offers over 32,000 SKU catalog items including apparel, drinkware, bags, awards, technology accessories, office supplies, and event merchandise, serving corporate clients ordering between 100 and 10,000+ pieces with in-house art and embroidery capabilities.
Product overview
Identity Links operates as a promotional products supplier offering a comprehensive catalog of over 32,000 customizable branded merchandise items. The core platform provides access to product categories spanning Apparel, Awards & Recognition, Bags, Drinkware, Technology & Mobile accessories, Calendars, Desktop & Office supplies, Clocks & Watches, Clipboards, Displays & Signage, Car & Truck items, Candy Jars, EMT/EMS products, Environmentally Friendly items, Events & Holiday merchandise, Made In the USA products, Outdoor Items, Pet Products, Pens & Pencils, Stress Relievers, Sports items, Tools & Flashlights, and Keychains. The company also serves as a distributor for brand-name products including Stanley, Yeti, CamelBak, Thermos, Contigo, Igloo, Coleman, Bic, Sharpie, Titleist, Wilson, TaylorMade, Leatherman, Maglite, Zippo, Victorinox Swiss Army, Moleskine, PopSockets, and BruMate. Services include in-house embroidery, custom imprinting, direct import options, and 5-Day Rush production.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Apparel Custom printed apparel including t-shirts, polo shirts, hoodies, aprons, patches, safety gear, footwear, gloves, hats, scarves, robes, and ponchos with custom logo imprint or embroidery for corporate buyers.
- Awards and Recognition Products Custom achievement awards, trophy-style recognition items, certificate holders, crystal and glass awards, desk awards, wall plaques, groundbreaking ceremony items, and shaped acrylic awards for employee recognition programs.
- Promotional Bags Over 20 sub-categories of promotional bags including backpacks, coolers, lunch bags, drawstring bags, duffel bags, fanny packs, garment bags, laptop bags, messenger bags, paper bags, plastic bags, tote bags, sling bags, toiletry bags, and wine bags in various materials.
- Promotional Drinkware Promotional drinkware including water bottles, travel mugs, tumblers, stadium cups, koozies, glassware, barware, straws, coolers, and vacuum insulated containers from brands like Thermos, CamelBak, Igloo, Contigo, Coleman, and Stanley.
- Technology and Mobile Accessories Electronic promotional products including cell phone wallets, ear buds, power banks, webcam covers, cell phone chargers, speakers, and PopSockets accessories for tech-forward promotional campaigns.
- Custom Imprinted Calendars Custom imprinted calendars including adhesive, blotter, desk, wall, pocket planners, magnetic, monitor, executive calendars, planners and diaries, novelty calendars, and wallet cards.
- Desktop and Office Items Promotional office items including business card holders, calculators, chalkboards, dry erase boards, clips and organizers, keyboard cleaners, laser pointers, letter openers, magnifying glasses, memo holders, paperweights, pencil holders, photo frames, scissors, staplers, tape dispensers, snow globes, and toys and gadgets.
- Clocks and Watches Timepiece promotional products including desk clocks, wall clocks, desk clock miniatures, stopwatches, timers, and watches for corporate gifting and recognition.
- Custom Clipboards Custom printed logo clipboards in plastic, acrylic, vinyl, leather, and aluminum; available in letter and legal sizes with options for calculator clipboards and storage clipboards.
- Displays and Signage Trade show displays, table covers and runners, banners, flags, retractable banner stands, floor displays, event tents, signage, counter barriers, and promotional accessories for events and trade shows.
- Car and Truck Promotional Items Automotive-themed promotional products including air fresheners, auto accessories, auto repair items, bumper stickers, car magnets, car replicas, floor mats, ice scrapers, license plates and frames, sunshades, tire gauges, and truck-shaped items for auto dealers and aftermarket buyers.
- EMT/EMS Promotional Products Emergency medical services promotional products including ambulance-themed items, medical supplies branded merchandise, and EMS Week promotional materials for healthcare facilities and ambulance companies.
- Environmentally Friendly Promotional Products Eco-friendly promotional products including alternative energy items, bamboo gifts, recycled paper products, recycled plastic items, biodegradable pens, plantable seed paper products, shredded currency items, and water conservation materials.
- Outdoor Promotional Items Outdoor promotional products including folding chairs, insect repellent, misters, spray bottles, sunglasses, and sunscreen items for outdoor events and summer campaigns.
- Promotional Pet Products Promotional pet items including bag dispensers, poop scoops, toys, treats, collars and leashes, bowls, and pet carriers for pet-related businesses and giveaways.
- Promotional Pens and Writing Instruments Writing instruments including BIC pens, metal pens, plastic pens, Sharpie markers, stylus pens, highlighters, novelty pens, pencils, and multi-function pens from brands such as Bic, Sharpie, Cross, Fisher Space Pens, Pilot, Pentel, Papermate, and Uni-ball.
- Stress Reliever Promotional Products Fidget and stress-relief products including fidget spinners (tactile, sports balls, push pop), stress balls, cubes, and fidget-related items.
- Sports and Pickleball Promotional Items Sports-themed promotional products including golf balls (Titleist, Wilson, TaylorMade, Bridgestone, Callaway), pickleball paddles, balls, covers and sets, and general sports accessories.
- Promotional Tools and Flashlights Promotional tools and flashlights including Leatherman multi-tools, Maglite flashlights, Carhartt branded items, lighters (Bic, Clipper, Zippo), and various flashlight options.
- Promotional Keychains Promotional keychains including dual-function keychains, soft vinyl flexible shaped key tags, and novelty keychain styles.
- Events and Holidays Promotional Products Seasonal and occasion-specific promotional products for awareness bracelets, beerfest, bikeathons, breast cancer awareness, Christmas, Earth Day, Easter, EMS Week, Gay Pride, Halloween, Hanukkah, Nurses Week, St. Patrick's Day, Thanksgiving, and Valentine's Day.
- Made in the USA Promotional Products USA-made promotional products including desktop and office items, drinkware, frisbees, keychains, and kitchen items manufactured domestically.
- Candy Jars and Cookie Jars Apothecary and candy jars in ceramic, glass, metal tins, and plastic materials for desktop advertising and promotional purposes.
- 5-Day Rush Service Expedited production and shipping service for custom promotional products including custom awards, with some items available for same-day printing and shipping, designed for time-sensitive orders.
Quantifiable outcome
- Over 40 years of industry experience serving customers
- +2 more outcomes
Companies that use Identity Links
Customer profileSegments5 records
Ideal customer profiles5 records
Identity Links technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Identity Links partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Identity Links competitors and assessment
Company assessmentEmerging players
- SwagUp: Tech-forward startup offering managed corporate swag, kitting, and storefront solutions — competes with Identity Links for modern corporate gifting and event swag budgets with a stronger technology layer.
Direct peers
- Boundless (formerly Boundless Network): Promotional products and branded merchandise distributor serving enterprise accounts with a similar mix of catalog breadth and custom decoration services.
- 4imprint: One of the largest publicly traded promotional products distributors in North America, offering tens of thousands of customizable branded items via direct sales and e-commerce — directly comparable in product, channel mix, and customer base to Identity Links.
- Quality Logo Products: Online-focused promotional products distributor with a deep SKU catalog and rush fulfillment capabilities — competes head-to-head with Identity Links for SMB and mid-market corporate orders.
- HALO Branded Solutions: Large US-based promotional products and branded merchandise distributor serving enterprise and mid-market customers; operates a comparable model of in-house decoration, sourcing, and dedicated account reps.
- National Pen (Direct Marketing Services): Long-standing promotional products and personalized writing instruments distributor serving SMBs and enterprise — closely comparable in catalog, customer type, and custom decoration model.
- PromoCorner: Online promotional products distributor offering thousands of customizable items with e-commerce ordering and decoration services — a direct SMB-focused competitor in the same trade-show and corporate gifting segments.
Broad incumbents
- Cimpress / Vistaprint: Large print and customized products platform with significant promotional products and corporate merchandise exposure; competes primarily on custom print rather than full merchandise fulfillment but addresses overlapping buyer demand.
- Custom Ink: Large custom apparel and promotional products retailer known for group orders and easy online design tools — overlaps with Identity Links' apparel and decorated merchandise lines, particularly for SMB and team customers.
Others
- Alibaba / 1688 Promotional Products Suppliers: Large B2B marketplaces where corporate buyers can source promotional merchandise directly from manufacturers — an indirect competitive force on Identity Links' import/distribution pricing power rather than a true comparable.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Identity Links social profiles
Digital presenceIdentity Links financial estimates
Financial estimateRevenue estimate
Valuation estimate
Identity Links leadership team
Management profileNumber of profiles
Profiles1 record
Identity Links funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Identity Links M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Identity Links
What does Identity Links do?
Identity Links imports, customizes, and distributes promotional products with custom logo imprints or embroidery. The company offers over 32,000 SKU catalog items including apparel, drinkware, bags, awards, technology accessories, office supplies, and event merchandise, serving corporate clients ordering between 100 and 10,000+ pieces with in-house art and embroidery capabilities.
Is Identity Links a public or private company?
Identity Links is a private company. It is classified as family owned and is currently operating.
When was Identity Links founded?
Identity Links was founded in 1971. It employs 11 to 50 people.
Where is Identity Links based?
Identity Links is headquartered in Niles, United States, in the North America region.
How does Identity Links make money?
One revenue line is on record: promotional Products Sales.
Who are Identity Links's main competitors?
SwagUp is listed as an emerging player. Direct peers are Boundless (formerly Boundless Network), 4imprint, Quality Logo Products, HALO Branded Solutions, National Pen (Direct Marketing Services) and PromoCorner. Broad incumbents are Cimpress / Vistaprint and Custom Ink. Alibaba / 1688 Promotional Products Suppliers is listed as an others.
Does Identity Links have an API?
No public API is recorded for Identity Links.
What industry is Identity Links in?
Identity Links's product category is Promotional Products Distribution. Its primary akta.pro industry code is BPAFAMAA, Branded Merchandise & Corporate Gifts, with a secondary code of BPAFAMAG, Trade Show Giveaways & Event Premiums. Its NAICS code is 45942 and its SIC code is 3960.