Cimpress Accelerates Strategy for Elevated Product Growth
Cimpress announces the next step in its strategy to provide great value to customers for elevated products such as promotional products, logo apparel, merch, signage, and packaging. Two Cimpress businesses, National Pen and BuildASign, will deploy their capabilities and competitive advantages to deliver results at VistaPrint that could not be achieved independently, and vice versa. Cimpress made this announcement at The Promotional Products Association International (PPAI) Expo 2026 in Las Vegas.
"Our customers deeply value how we help them build their brands, stand out, and grow,” said Robert Keane, founder, chairman and CEO of Cimpress, “Elevated products are earning us greater customer trust and wallet share while driving revenue growth and financial returns. We are increasingly leveraging the manufacturing and supply chain strengths of National Pen and BuildASign into VistaPrint’s large customer base and strong brand. We will now expand this to other domains to accelerate our progress.”
Through the expanded collaboration between these Cimpress businesses, they will actively share capabilities like product development, sourcing, performance marketing, telesales, direct mail, and manufacturing while maintaining Vista, National Pen, and BuildASign as separate businesses with focused brands. These moves are part of the roadmap to achieve Cimpress’ previously communicated plans to deliver constant currency revenue growth of 4%-6% and at least $600 million of adjusted EBITDA in FY2028.
The promotional products category provides a strong example of Cimpress’ success in elevated products and leveraging capabilities across businesses. Cimpress revenue in this category is approximately $700 million annually and growing strongly. VistaPrint currently represents nearly half of this and has grown its promotional products revenue organically at over 10% year over year for each of the past 18 quarters, approximately doubling revenue in the last three years.
Bernhard Heiligtag, executive director of corporate development at Cimpress, shares the news on LinkedIn. | Credit: LinkedIn
As Cimpress moves into this next phase, Peter Kelly, CEO of National Pen, will be leaving the company. Bryan Kranik will succeed him as National Pen’s CEO while retaining his role as CEO of BuildASign.
"We thank Peter for his leadership and dedication at National Pen for over his nearly 20-year tenure," Keane shared. "National Pen is helping Cimpress achieve strong gains in the promotional products category, which is a testament to Peter’s legacy.”
"It has been a privilege to lead National Pen during a period of dynamic transformation," Kelly stated. "I am incredibly proud of the foundation we have built, particularly our shift to e-commerce, our supply chain strength, advances in customer service and care, and the expanded offering for our National Pen customers and partners. The growth of Cimpress’ promotional products category over the last years has been impressive and is set to continue."
Kranik added: “I am honored by the opportunity to lead both National Pen and BuildASign. As we move forward, our focus will be on collaborating across the Cimpress group to improve how we serve high-value customers with capabilities that are unrivaled in our industry."
The preceding press release was provided by a company unaffiliated with Promo Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Promo Impressions.
