SPONSORED CONTENT From Print Roots to Premium Promo Inside B Squared’s 30-Year Evolution OVER THE PAST THREE decades, supplier B Squared has evolved from a New York City digital print shop into a premier in-house branded merchandise decorator and full-service events partner. Founder Tim Boucher shares how the company’s print DNA still drives its growth, and why today’s branded merch is all about lasting impact, not throwaway swag. Q: B Squared has been around for 30 years. How has the company grown and changed? Tim: We started as a digital printing company in New York City, and those roots still de ine us. Printing is in our DNA. Today, we’re a premier in-house promo decorator and full-service events partner, supporting branded merchandise, custom-designed and printed boxes, ful illment and complete event branding. Q: What trends are you seeing in promo today? Tim: It’s no longer about cheap giveaways. Brands want items people keep and reuse – tone-on-tone looks, luxe brands, UV direct printing on drinkware, debossed RAINS bags, rigid hard luggage like AWAY and laser engraving on glass. That’s how brands live beyond the event! Q: What sets B Squared apart? Tim: We’re one of the largest promo decorators in the Northeast, and everything is done in-house. We’re not a broker – we control quality, speed, and consistency. Q: How can readers connect? Tim: Contact me directly at tb@bsqu.com, or my colleague Jeff Smith, Director of Business Development, at jeff@bsqu.com. Tim Boucher Need promo that actually gets used? B Squared delivers premium, in-house decorated merchandise, custom packaging and full event branding – all under one NYC roof. • 30 years of branding expertise • Faster turns • Better quality www.bsqu.com 212-777-2044 PPAI • APRIL 2026 • 35
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