Pewaukee-based food and beverage equipment distributor The Boelter Cos. Inc.
has sold its sports licensed products division to a Nashville-based manufacturing firm.
The company announced last week that it finalized the agreement with Logo Brands
, which makes officially licensed products for more than 450 professional and collegiate sports teams and other organizations.
Boelter Brands, which produced and distributed licensed major league and collegiate sports products to big box stores and gift shops, was one of three primary divisions at the company.
The other two are Boelter Foodservice Design, Equipment and Supply, which offers commercial kitchen design, build, resupply and small wares and Boelter Beverage, which provides decorated glassware and fulfillment services for breweries, craft brewers and distilleries.
The deal with Logo Brands will allow Boelter to focus on growing its food service and beverage design, equipment, supply and fulfillment businesses, the company said in a news release.
"We are passionate about serving the food and beverage industries," said Eric Boelter, president and CEO of Boelter Foodservice. "It has been the core of our business throughout our 90-year history and will remain central to how we serve the marketplace."
For now, Boelter will continue to fulfill customer orders and house sports licensed product inventory. Current drinkware inventory and incoming orders will be transitioned to Logo Brands’ Tennessee headquarters over the coming months, according to the release.
“We are proud that Logo Brands will carry on our sports licensed products business,” said Rick Boelter, president and CEO of Boelter Beverage. “We are grateful to the many associates whose contributions helped Boelter Brands become a dominant player in the sports licensed products category. As part of Logo Brands, the product lines we developed will be positioned for growth and scalability over the long term.”