Broadway Marketing

What Broadway Marketing does

Broadway Marketing is a B2B promotional products distributor founded in 1956 and headquartered in New York, serving corporate clients, educational institutions, healthcare organizations, government/military agencies, and nonprofits across the Northeast US. The company sells branded merchandise across nine product categories — apparel, bags & totes, drinkware, health & wellness, home & auto, office & technology, sports & outdoor, tradeshow & events, and writing instruments — featuring name-brand items from vendors including Adidas, Nike, YETI, Stanley, The North Face, Hydro Flask, and Carhartt. Its technology consists of a transactional e-commerce platform with product catalog, search, shopping cart, and account management functionality.

The company's go-to-market is sales-led, supported by dedicated account representatives who manage client relationships for custom orders and corporate programs including kitting, drop shipping, personalization, and expo/trade show support. Pricing is volume-based with tiered per-unit discounts that decrease at higher quantities, and minimum order quantities vary by product (e.g., 3 units for jackets, 48 units for plush items). Broadway Marketing generates revenue through one-time sales of branded merchandise with a pay-as-you-go billing cadence. In January 2024, Broadway Marketing was acquired by Geiger, a larger promotional products industry company, and now operates as a Geiger subsidiary under the DBA "Broadway Marketing, A Geiger Company," with access to expanded services, technology, and supplier relationships while retaining its brand identity and sales team.

Name

Broadway Marketing

Legal name

Broadway Marketing

Website

https://broadwaymarketing.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

11–50 employees

Short description

Broadway Marketing is a B2B promotional products distributor, founded in 1956 and headquartered in New York, selling branded merchandise and corporate gifting solutions to corporate, education, healthcare, government, and nonprofit clients across the Northeast US.

Ownership category

akta.pro rank

Product category

Promotional Products

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Gift, Novelty, and Souvenir Retailers (459420), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Branded Merchandise & Corporate Gifts (BPAFAMAA)

akta.pro secondary industries

Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI), Trade Show Giveaways & Event Premiums (BPAFAMAG), Promotional Products & Branded Merchandise Retail (CRALAJAM), Greeting Cards, Gift Wrap & Party Paper Goods Distribution (CRAOALAJ)

Keywords

• Promotional products distribution
• Branded merchandise
• Corporate gifting services
• Custom promotional products
• Trade show giveaways

Headquarters

HQ city

Albany

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Promotional Products Sales: Sale of branded merchandise and promotional products including apparel, drinkware, bags, office supplies, and health/wellness items. Products are sold with volume-based pricing tiers where unit prices decrease with larger quantities.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Broadway Marketing distributes branded merchandise and promotional products across categories including apparel, bags and totes, drinkware, health and wellness, office and technology, sports and outdoor, tradeshow and events, and writing instruments. The company also provides related services such as kitting, drop shipping, personalization, corporate program management, custom product design, and trade show/expo support, selling primarily to business clients via an e-commerce storefront and dedicated account representatives.

Product overview

Broadway Marketing is a promotional products distributor offering a comprehensive catalog of branded merchandise across multiple categories including apparel, bags & totes, drinkware, health & wellness, home & auto, office & technology, sports & outdoor, tradeshow & events, and writing instruments. The company also provides services such as kitting, corporate programs, custom products, and expo support. The product portfolio includes name brand items from vendors such as Adidas, Nike, YETI, JBL, CamelBak, Carhartt, Champion, Columbia, Cross, Eddie Bauer, Hershey, Hydro Flask, Igloo, Leatherman, Moleskine, New Era, OGIO, Owala, Richardson, Sharpie, Stanley, The North Face, Titleist, TravisMathew, Under Armour, and others. In January 2024, Broadway Marketing was acquired by Geiger, strengthening its industry position and expanding its service offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Promotional Products Catalog Online catalog and sales platform through which businesses can browse and purchase branded merchandise items with logo decoration and volume-based pricing. Targets corporate buyers seeking promotional products for employee appreciation, marketing campaigns, trade shows, and events.
• Kitting Service Corporate gift services including product kitting, drop shipping, and personalization of branded merchandise for corporate gifting programs and events.
• Corporate Programs Program-level capabilities for managing recurring corporate branding and promotional product programs, supporting ongoing branded merchandise needs for organizations.
• Custom Products Custom product design and manufacturing services for branded merchandise that requires bespoke sourcing or customization beyond standard catalog items.
• Geiger Expo (Trade Show & Events Support) Expos and trade show support services provided through Geiger, supplying booths, displays, giveaways, banners, signage, and related event merchandise for corporate clients.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• GeigercoreStrategic or Co-development Partner · 1 January 2024In January 2024, Broadway Marketing was acquired by Geiger, a promotional products industry company. This acquisition strengthens their industry position and opens doors to greater opportunities for clients and employees. Broadway Marketing continues to operate with the same team but now with expanded services and technology from Geiger.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• HALO: One of the largest independent promotional products distributors in the US, serving corporate clients with branded merchandise, kitting, and recognition programs—directly comparable in product breadth, B2B motion, and service wrapper to Broadway.
• 4imprint: Publicly traded promotional products distributor offering thousands of imprinted products to businesses and organizations, with strong e-commerce and direct sales capabilities—closely aligned with Broadway's catalog and channel mix.
• Proforma: Network of promotional products distributors serving businesses with branded merchandise, print, and e-commerce solutions—comparable franchise/distributor model and product categories to Broadway's offering.
• Boundless Network: B2B promotional products and corporate gifts distributor with a strong e-commerce platform serving enterprise clients—directly comparable in target customer and product categories.
• Quality Logo Products: Online promotional products retailer offering a broad catalog of branded merchandise to businesses—comparable in product breadth, e-commerce-first motion, and B2B customer base.
• Custom Ink: Custom apparel and promotional products company serving groups, businesses, and teams with branded merchandise—overlaps significantly with Broadway's apparel and group-order use cases.
• National Pen (TPG): Promotional products and writing instruments specialist serving SMB and enterprise customers with branded merchandise and direct mail solutions—comparable product categories and customer segments.

Broad incumbents

• Cimpress (Vistaprint): Large multi-brand printing and marketing services platform (parent of Vistaprint and others) that competes in promotional products and custom merchandise at scale—broader portfolio but overlapping customer use cases.
• Geiger (parent): Parent company of Broadway Marketing and a long-established promotional products distributor with significantly larger scale, broader geographic reach, and deeper enterprise program capabilities—the natural reference point for Broadway's potential.

Emerging players

• BrandChamp: Emerging B2B platform for branded merchandise and company swag, offering a more software-led approach to corporate promotional programs—an emerging alternative to traditional distributors like Broadway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/geigergetsit?lang=en
• YouTubeyoutube.com/channel/UC_dTykc-_MO6NeqGqJdfH6A
• Facebookfacebook.com/geiger
• LinkedInlinkedin.com/company/geiger
• Instagraminstagram.com/geigergetsit
• Pinterestpinterest.com/geigergetsit

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Broadway Marketing