PPAI • JUNE 2026 • 95 New Members | Community New Member Spotlight Jeff Smith Director of Business Development B Squared PPAI 755544 bsqu.com How did your company get its start? B Squared was founded in the early 2000s, right after 9/11. I had been working in print and equipment sales and saw an opportunity to build something more responsive, more handson and more service-driven. What started as a smaller operation in Manhattan quickly evolved as our clients began to rely on us for more, especially in high-pressure environments where speed and precision matter. From day one, the focus has been simple: Be the team clients can count on when it has to be right. What led your company to enter the branded merch market? It was a natural extension of what our clients were already asking for. We were deeply embedded in events – supporting everything from investor meetings to largescale productions – and it became clear that branded merchandise was a critical piece of the experience. Rather than outsource that work, we built the capability in-house. Today, with our decorating division, Impressed, we’re able to control quality, move quickly and bring a more creative, premium approach to promo – something we felt the market was missing. What’s your favorite thing about being in the branded merch industry? It’s the intersection of creativity and execution. You’re not just putting a logo on a product – you’re helping brands create something people actually want to keep and use. When done right, promo becomes part of someone’s daily life. I also love the pace of the industry. It rewards problem-solvers and people who can deliver under pressure, which is exactly how we’re wired as a company. Why did you join PPAI? PPAI is a great connector for the industry. As we’ve continued to grow our presence in promotional products, it was important to align with an organization that supports best practices, innovation and community. It gives us access to insights, partnerships and a broader network – all of which help us continue to elevate what we deliver to clients. PPAI is a great connector for the industry. As we’ve continued to grow our presence in promotional products, it was important to align with an organization that supports best practices, innovation and community.
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