Selecting the Right Branded Merchandise Partner: What to Look for

On the surface, choosing a branded merchandise partner might feel straightforward.
 
Most buyers start with the same checklist:

• Quality products
• Strong customer service
• Seamless ordering and fulfilment
• Brand alignment
• Customisation and design capability
• Ethical practices

These factors matter and any credible partner should meet them as a baseline.

But in reality, those are the entry requirements.

From working with fast-growing startups to global enterprises, we’ve learned that the success of a branded merchandise programme isn't determined by the product alone.

It’s shaped by the thinking behind it. The questions that are asked (or not asked), the trade-offs a partner is willing to challenge, and the operational detail that most people never see until something goes wrong.

In this article, we go beyond the obvious. We’ll share the less-talked-about signals that separate a true branded merchandise partner from a simple supplier and the red flags to watch out for before you commit.

1. Be Cautious of the "Yes" Partner

• A product is highly unsustainable and likely to be discarded
• A gift sends the wrong message to employees or customers
• Quantities are excessive and likely to sit in storage for years
• A design or production method won’t deliver the quality you expect

That pushback signals something important: 

They value your brand, reputation, and long-term success more than short-term revenue.

The best partners look beyond short-term wins to build long-term relationships. And that’s exactly what you want.

What to avoid

Partners who agree to all without asking questions, they’re optimising for speed and margin, not outcomes.

2. Reject the Catalogue (Yes, Really)

If the first thing you’re given is a catalogue, that’s a problem.

It might feel counterintuitive, but a catalogue is often a sign that the work is being pushed onto you.

Think about it:

• Do you know which products are available in all your employee locations?
• Do you know which items can be branded using the right print method?
• Do you know which products meet your sustainability standards?
• Do you know what’s actually good quality and what looks good but won’t last?

Most people don’t. And they shouldn’t have to.

A catalogue with thousands of products (many discontinued, unavailable regionally, or unsuitable) wastes time and creates confusion.

A great partner doesn’t ask you to pick products.

They ask you about:

• Your brand values
• The impression you want to leave
• Where your recipients are based
• How the gift will be used
• Your timelines and constraints

Then they come back with a thoughtfully curated solution, complete with rationale.

What to avoid

Anyone leading with "Here's our catalogue" instead of "Tell me about your business."

3. Encourage Curiosity

The best partners ask a lot of questions, and that’s a good thing.

If a partner isn’t deeply inquisitive on the first call, be wary.

Great merchandise programmes depend on factors like:

• Geography and climate
• Cultural expectations
• Brand maturity
• Sustainability requirements
• How recipients will receive and use the item

For example, a winter jacket might be perfect for recipients in London, but completely inappropriate for anyone in Australia, Brazil, or India in December. The right partner identifies these potential problems and offers a solution. 

When partners ask detailed questions, they’re not slowing things down. They’re ensuring the end result actually works. Which in turn removes wasted time.

What to look for

A partner who wants to understand your business so well that no two projects ever look the same. 

4. Global Logistics Isn't Optional Anymore

“We ship globally” and “we’re good at global logistics” are not the same thing.

As teams become more distributed, global fulfilment is no longer a nice-to-have, it’s a must have.

But true global capability goes far beyond international shipping:

• Understanding customs documentation by country
• Knowing when local production is better than cross-border shipping
• Managing duties, taxes, and compliance
• Collecting address and sizing data securely
• Navigating region-specific requirements

Many suppliers ship everything from a single warehouse and leave the problems for you (or your recipients) to deal with.

What to look for

Partners who've invested in infrastructure, warehouses, systems, and teams across regions, and can explain how they handle real-world scenarios. 

What to avoid

Vague assurances without operational detail.

5. Don't Choose on Cost Alone

If cost is your only filter, don’t do merch at all.

The cheapest option is often cheap for a reason:

• Under-invested support teams
• Poor quality control
• No contingency planning
• Limited software or tooling
• Minimal post-delivery support

The result? Stuck shipments, surprise customs fees, damaged goods, frustrated recipients, and wasted internal time.

Remember: branded merchandise is often the first tangible brand experience someone has. Cutting corners here can undermine everything else you’re trying to build.

According to PPAI research, 70% of consumers say the quality of a promotional product directly reflects the reputation of the company behind it.

What to look for

Partners who invest in service, systems, and experience, even if they're not the cheapest. 

6. The Product is Only a Fraction of the Experience

Most of the value happens behind the scenes.

Finding good products isn’t the hard part. Designing, producing, distributing, and supporting them at scale is.

A strong partner obsesses over:

• Production workflows
• Quality control
• Secure data collection
• Branded claim pages
• Recipient communications
• Ongoing support and issue resolution

The goal? You should be able to set a programme up and not think about it again.

If you’re storing boxes, printing labels, chasing couriers, or dealing with customs, your partner isn’t doing their job.

7. Ideas Should Come From Them, Not You

The best partners don’t ask “what do you want?” They ask “what are you trying to achieve?”

Over time, the strongest partnerships feel effortless. You give a simple brief:

• What’s the occasion?
• Who’s receiving it?
• Where are they based?
• What do you want them to feel?

From there, your partner should handle the rest, concepts, feasibility, timelines, and execution.

If you’re constantly iterating because products aren’t available, branding won’t work, or timelines were unrealistic, that’s a sign the thinking wasn’t done upfront.

What to look for

A partner with creative depth, production knowledge, and the confidence to present a solution, not endless options.

8. Technology Should Enhance Service, Not Replace It

Automation is powerful. Used poorly, it’s a red flag.

Technology should make your life easier, not more frustrating.

Be cautious of partners who automate aggressively to reduce their own costs. Especially if it comes at the expense of human support.

The best partners use technology to:

• Improve speed and accuracy
• Enhance the recipient experience
• Reduce friction for you

Enable, not replace, white-glove service.

Final Thought: Make Them Do the Work

Selecting the right branded merchandise partner isn’t about products. It’s about trust.

Reject the catalogue. Welcome the questions. Value pushback. Demand expertise.

And remember, if a company isn’t willing to do the work for you, they’re not a partner. They’re a supplier.