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In January 2023, Erika O’Brien, a seasoned executive with over a decade of experience in the mass-market consumer products industry, leading companies through M&A events, founded Retail Rex Capital and joined NCA’s operator-led SF program. After more than two years of searching, she successfully acquired Total Sales & Marketing (TSM), a respected American leader in branded merchandise and custom-decorated promotional products. This marks the 24th operator-led acquisition for NCA.
Founded over 40 years ago by Mark Suchanec and headquartered in Philadelphia, TSM has earned a strong reputation for creativity, high-quality products, and personalized customer service. Partnering with manufacturers worldwide, the company offers a comprehensive range of promotional products across numerous categories that strengthen brand identity and enhance recognition.
“What drew me to TSM was its meaningful impact — helping companies recognize, reward, and retain their people,” said Erika. “I’m incredibly proud to lead a business that plays such a vital role in workplace culture, and I’m grateful to NCA for guiding me through this process.”
She will now lead the company into its next phase of growth, pursuing strategic acquisitions that complement TSM’s core business and expand its capabilities into new markets and industries. At the same time, the company will continue scaling its sophisticated back-end operations to meet customers’ evolving needs while maintaining the exceptional service quality that has built long-standing client relationships. She concluded: “As our clients grow, we want to grow with them — offering innovative, efficient, and flexible solutions that reinforce our role as a trusted strategic partner.”
Broker: Benchmark International / Legal: Smith Hulsey & Busey / DD: UHY Advisors
