HPG

Name

HPG

Legal name

HPG Brands

Website

https://hpgbrands.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Braintree

HQ country

United States

HQ region

North America

Offices4 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. Promotional Products Distribution: HPG generates revenue through distribution of promotional products to B2B customers via distributor-partners. Products are sold with various customization options including full color decoration, one-piece minimums, and rush services. The company operates as a supplier in the $25B promotional product industry.
2. Direct E-commerce Sales: HPG sells products directly through hpgbrands.com website, offering products at various price points from under $1 to over $50 with options for individual and bulk purchases.
3. Batch & Bodega Fresh: Exclusive food partnerships bundled with hard goods for giftable kits, featuring fresh baked goods shipped directly from makers at one-piece minimums with customized gift messages and no setup or drop-ship fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

HPG manufactures and distributes over 10,000 promotional products (branded merchandise) across ten acquired specialist brands spanning pens, drinkware, bags, technology, emblematics, personal care, candy, and fresh food gift kits. The company operates nine production facilities across North America and sells primarily through B2B distributor-partners with rush production, full-color decoration, and one-piece minimum capabilities, supported by proprietary AI-powered sales tools (Storyboard+, Catalog+, Video+).

Product overview

HPG (formerly Hub Promotional Group) is a Top 10 promotional products supplier in North America with over 10,000 SKUs across multiple specialist brands. Founded in 2017, HPG operates nine production facilities across North America and serves as a parent company to an extensive portfolio of acquired and internal brands. The core portfolio includes Hub (pens/writing instruments), Beacon (emblematics), Best Promotions (drinkware/coolies), Debco (Canadian supplier), BCG Creations (emblematics), Origaudio (technology/audio), Handstands (phone accessories/mouse pads), SugarSpot (candy), Mixie (personal care), Evans Manufacturing (notebooks/drinkware), and Webb Company (personal care/hand sanitizers). Beyond these, HPG operates strategic sub-brands including Goods 2 Know (sustainable products), Batch & Bodega (food gifts), and HPG Exclusive (premium retail brand partnerships). The company also offers proprietary sales tools including Storyboard+, Catalog+, Video+, and HPG Company Stores platforms. HPG's business model centers on aggregating leading promotional product suppliers and providing distributors with a comprehensive catalog, AI-powered search tools, and integrated ordering via PromoStandards API.

Differentiator

Problem solved

Functional benefit

Brands

• Hub: Quality writing instruments and pens
• Beacon
• Best Promotions USA
• Debco
• BCG Creations
• Origaudio
• Handstands
• SugarSpot
• Mixie
• Evans Manufacturing
• Batch & Bodega
• Batch & Bodega Fresh
• HPG Exclusive
• Hub
• Goods 2 Know

Products and services

• Hub Writing Instruments Premium writing instruments and pens brand offering plastic pens, metal pens, stylus pens, lightup pens, pencils, highlighters, and fidget pens. Originally Hub Pen Company, acquired by HPG in 2016 as the founding brand.
• Beacon Promotions Emblematics and accessories brand specializing in medals, lapel pins, lanyards, keychains, bamboo products, and badge accessories with API integration for automated ordering.
• Best Promotions Drinkware Drinkware and beverage insulator (coolie) brand known for innovative products including the magnet coolie that sticks to metal surfaces.
• Debco Canadian Promotional Products Leading Canadian supplier of promotional products including bags, drinkware, and sustainable items. PPPC Supplier of the Year in 2023 and 2024.
• BCG Creations Emblematics Award belts, belt buckles, coins, tokens, and emblematics brand with environmental responsibility through One Tree Planted partnership.
• Origaudio Technology and Audio Products Technology and audio products brand offering promotional speakers, headphones, chargers, power banks, and tech accessories.
• HandStands Accessories Phone accessories, mouse pads, air fresheners, stress relief products, and automotive accessories. Established in 1983 with over 30 U.S. patents issued and 30 patents pending.
• SugarSpot Candy Candy brand offering Nerds Gummy Clusters, gummies, chocolates, and seasonal confections.
• Mixie Personal Care Personal care brand specializing in lip balms, breath mints, sunscreens, and skin care products based in Eagan, Minnesota.
• Evans Manufacturing Notebooks and Drinkware Notebooks, journals, drinkware, and school supplies brand based in Garden Grove, California, acquired by HPG in January 2023.
• HPG Exclusive Retail Brand Partnerships Premium retail brand partnerships line offering exclusive access to retail brands including Master & Dynamic, Fracture, Nomatic, Pladra, Bose, Yeti, Stanley, Dyson, Weber, and others at promotional product minimums.
• Batch & Bodega Gift Kits Small-batch food products coupled with promotional hard goods for giftable kits. Includes Batch & Bodega Fresh line featuring exclusive artisan food partnerships with Nene's Treats, Grey Ghost Bakery, Justice of the Pies, Flour & Branch, Caroline's Cakes, We Take The Cake, Callie's Hot Little Biscuit, Coolhaus, Red Velvet NYC, and Sweet Girl Cookies.
• Goods 2 Know Sustainable Products Sustainable products category including natural materials, recycled materials, upcycled materials, certified sustainable, giveback programs, and made in North America items.
• Storyboard+ Sales Presentation Platform Proprietary distributor sales presentation tool using AI to help create best-in-class storyboard presentations with AI-powered Industry Collections for product discovery.
• Catalog+ Customizable Digital Catalog Customizable digital catalog tool allowing clients to place end-user brand or logo on every product in just five quick clicks.
• Video+ Virtual Presentation Tool Virtual video presentation tool for distributor sales presentations and product showcasing.
• HPG Company Stores Custom e-commerce stores for corporate clients to manage branded merchandise programs.

Quantifiable outcome

• 38.1% five-year average annual growth rate through 2019
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature7 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Climate Impact PartnerscoreStrategic or Co-development Partner · 22 April 2024HPG became a carbon-neutral enterprise through its partnership with Climate Impact Partners on Earth Day 2024. This partnership enabled HPG to publish its inaugural sustainability report and implement its carbon neutrality plan.
• Evans ManufacturingcoreStrategic or Co-development Partner · 9 January 2023HPG acquired Evans Manufacturing (Garden Grove, CA), a 2022 Top 40 supplier. The acquisition brought together two 2022 Top 40 suppliers (HPG #8 and Evans #29) and expanded HPG's production capabilities.
• Master & DynamiccoreOEM/ Whitelabel/ Licensing Partner · 27 July 2021HPG launched an exclusive partnership with Master & Dynamic, a New York-based maker of premium personal audio goods. HPG became the first to offer promo-industry access to the award-winning luxury retail brand under this exclusive arrangement.
• Nene's TreatsminorOEM/ Whitelabel/ Licensing Partner · 5 June 2021Nene's Treats (third-generation family-owned crumb cake business from Charleston, SC) partnered with Batch & Bodega Fresh to offer crumb cakes shipped fresh from the maker. Available products include Original Crumb Cake and Birthday Crumb Cake.
• Grey Ghost BakeryminorOEM/ Whitelabel/ Licensing Partner · 5 June 2021Grey Ghost Bakery partnered with Batch & Bodega Fresh to offer Five-Flavor Pound Cake and Chocolate Nutty Pie, shipped fresh from Charleston, SC.
• Justice of the PiesminorOEM/ Whitelabel/ Licensing Partner · 5 June 2021Justice of the Pies (Chicago, IL), founded by Maya-Camille Broussard, partnered with Batch & Bodega Fresh. The social mission-based brand offers Salted Caramel Peach Pie and Bourbon Pecan Pie, shipped fresh from Chicago.
• Flour & BranchminorOEM/ Whitelabel/ Licensing Partner · 5 June 2021Flour & Branch (San Francisco, CA) partnered with Batch & Bodega Fresh to offer artisan cookies including 7-Count Cookie Sampler and Birthday Cake Cookies, shipped fresh from San Francisco.
• Caroline's CakesminorOEM/ Whitelabel/ Licensing Partner · 5 June 2021Caroline's Cakes (home of Oprah's 'Favorite Things' Caramel Layer cake) partnered with Batch & Bodega Fresh. Available products include 7-Layer Caramel Cake, Coconut Cake, Carrot Cake, and various Cake Bites, shipped fresh from Spartanburg, SC.
• We Take The CakeminorOEM/ Whitelabel/ Licensing Partner · 3 May 2021HPG announced additional exclusive partnership through Batch & Bodega Fresh with We Take The Cake (Fort Lauderdale, FL) for fresh baked goods in the promotional products industry.
• Callie's Hot Little BiscuitminorOEM/ Whitelabel/ Licensing Partner · 3 May 2021HPG announced exclusive partnership through Batch & Bodega Fresh with Callie's Hot Little Biscuit (Charleston, SC) for fresh baked biscuits in the promotional products industry.
• CoolhausminorOEM/ Whitelabel/ Licensing Partner · 19 April 2021HPG announced additional exclusive partnership through Batch & Bodega Fresh with Coolhaus for gourmet ice cream sandwiches in the promotional products industry.
• Red Velvet NYCminorOEM/ Whitelabel/ Licensing Partner · 19 April 2021HPG announced additional exclusive partnership through Batch & Bodega Fresh with Red Velvet NYC for red velvet baked goods in the promotional products industry.
• Sweet Girl CookiesminorOEM/ Whitelabel/ Licensing Partner · 19 April 2021HPG announced additional exclusive partnership through Batch & Bodega Fresh with Sweet Girl Cookies for gourmet cookies in the promotional products industry.
• NomaticcoreOEM/ Whitelabel/ Licensing Partner · 13 April 2021HPG announced an exclusive partnership with Nomatic (Sandy, UT), makers of feature-rich travel products. Nomatic products are available through HPG Exclusive line at one-piece minimums with 48-hour production times and optional gift messages. This is HPG's first partnership available cross-border in both US and Canada.
• PladracoreOEM/ Whitelabel/ Licensing Partner · 13 April 2021HPG announced an exclusive partnership with Pladra (San Francisco, CA), makers of durable, functional, and stylish flannel shirts designed for outdoor activities and everyday wear. Pladra products are available through HPG Exclusive in men's and women's styles.
• Batch & Bodega Fresh Food PartnerscoreOEM/ Whitelabel/ Licensing Partner · 6 April 2021HPG announced a series of new industry-exclusive partnerships between innovative food brands and Batch & Bodega. Through Batch & Bodega, distributors access fresh food from boutique makers bundled with HPG's hard goods for giftable kits.
• FracturecoreOEM/ Whitelabel/ Licensing Partner · 5 February 2021HPG partnered with Fracture, an Alachua, FL-based firm specializing in direct-to-glass printing. This exclusive partnership brought Fracture products to the promotional products space as the first of HPG's new 'HPG Exclusive' brand partnerships. Fracture is a carbon-neutral company.
• Webb CompanycoreStrategic or Co-development Partner · 31 August 2020HPG acquired Webb Company (Eagan, MN), the 8th acquisition since 2017. Webb Company specializes in USA-made hand sanitizers, lip balms, and mints. The acquisition expands HPG's reach in the fast-growing personal care segment and establishes HPG's personal care center of excellence.
• One Tree PlantedminorStrategic or Co-development PartnerHPG supports One Tree Planted organization - a tree is planted for every wood product sold through BCG, as well as products from the Origaudio 'Stick and Stone' collection. This supports restoring damaged ecosystems.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Gemline: Gemline is a North American supplier of branded bags, packs, and business accessories for the promotional products industry, directly competing with HPG's bags & totes category and operating through the same B2B distributor channel.
• Polyconcept (Leed's, Bullet, JournalBooks, Trimark, etc.): Polyconcept is a global promotional products supplier owning multiple brands (Leed's, Bullet, JournalBooks, Trimark, PCNA) directly competing with HPG's Hub, Evans, and other writing-instrument/notebook lines, with similar multi-brand, multi-category promotional product offerings.
• 4imprint: 4imprint is one of the largest promotional products distributors/suppliers in North America, directly comparable to HPG as a multi-brand supplier of branded merchandise serving B2B customers through a distributor/sales-rep model with broad SKU coverage and rush services.
• Starline USA: Starline USA is a US promotional products manufacturer (drinkware, bags, totes) supplying through distributors, with a comparable manufacturing-and-distribution model to several HPG brands such as Best Promotions and Debco.
• Hit Promotional Products: Hit Promotional Products is a large US-based promotional products manufacturer/supplier with broad category coverage (drinkware, writing instruments, bags, etc.), directly comparable to HPG's multi-brand portfolio and distributor-channel go-to-market.
• PCNA (Polyconcept North America): PCNA is the North American arm of Polyconcept and a direct competitor to HPG as a multi-brand promotional products supplier with comparable SKU breadth, decoration services, and distributor channel.
• National Pen: National Pen is a long-established promotional products supplier specializing in writing instruments and customized marketing giveaways, overlapping with HPG's Hub pen brand and offering similar one-piece minimum and customization services to B2B customers.
• A+ Products: A+ Products is a US-based promotional products supplier with broad category coverage (drinkware, tech accessories, etc.) selling through promotional product distributors, directly comparable to HPG's product breadth and distributor-led distribution model.

Broad incumbents

• SanMar: SanMar is one of the largest US suppliers of imprintable apparel and accessories, a broad incumbent in the promotional products supply chain that overlaps with HPG in serving distributors and decorators with catalog breadth and inventory depth.
• alphabroder / S&S Activewear: alphabroder is a major North American wholesale distributor of imprintable apparel and promotional products, overlapping with HPG's wholesale distribution model across many of the same B2B distributor customers, though with deeper focus on apparel/blank goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@HPGbrands
• Instagraminstagram.com/hpgbrands
• TikToktiktok.com/@hpgbrands
• Xx.com/hpgbrands

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries12 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about HPG