That was the a-ha moment that prompted Parker and Orbach to launch Swag.com, a New York-based company that has grown to over $6 million in sales in four years. They expect their sales to double in 2020 to $12 million.
They found a way to enter the highly fragmented and competitive promotional products market by focusing on a basic rule: Don’t call what we sell promotional products, call it swag.
“No young person is calling it promotional products anymore. They’re calling it swag,” Parker said in an interview. With the Swag.com domain name, his company is the first result that appears when someone searches online for the word swag. “We’re getting a lot of people to our site without having to pay for them,” with ads, Parker said.