Beyond branded merchandise: how All in One Marketing evolved over 15 years
At STANTA, we’re passionate about supporting local businesses. Today, we’re excited to share the story of All in One Marketing (AIOM), a company set up in 2011 and that’s been thriving at STANTA Business Centre since 2018.
We sat down with director and co-founder Damien Ellis to learn how AIOM has grown from a merchandise supplier into a marketing solutions provider and what startup founders can learn from their journey.
From merchandise to multi-service provider
What started as branded merchandise has evolved into something much bigger
“We’re well known as a one-stop shop for marketing with strong emphasis on custom merchandise, but we’ve expanded significantly,” Damien explains. “We now develop websites for local businesses and create corporate web shops. Essentially, these are branded e-commerce platforms where companies can manage their entire promotional product inventory or pick a completely hands-off approach where all processes happen automatically. For example, once a new employee is added to HR software, they automatically get a welcome pack. Automations are limitless, we have invested heavily in this part of the business, helping our clients save a large amount of human hours, which just a few years ago wasn’t even imaginable.”
These online corporate stores have become game-changers for AIOM’s clients. Companies can set up their logo-branded products in a centralised system, control stock levels, manage multiple users, and ship on demand all through a platform that matches their brand identity.
“The more organised our clients are, the more they benefit from volume discounts while avoiding last-minute express shipping fees,” Damien notes. “It’s both more efficient and more cost-effective than ad hoc purchasing.”
Strategic growth in 2025
AIOM hasn’t stood still. This year alone, the company has made significant moves:
Team expansion: Daniel Iijima joined as a director, bringing retail marketing expertise from London and deep retail branding knowledge to strengthen sales capabilities.
Product expansion: AIOM relaunched their UK website which now features thousands of new products, reflecting changing market demands and customer needs.
Understanding your market: what actually sells
For companies considering promotional products, Damien shares AIOM’s bestsellers:
- Bar merchandise remains strong; jiggers, branded glassware, and barware continue to be top sellers.
- Classic clothing like t-shirts, hoodies, and baseball caps never go out of style.
- Tech accessories including phone chargers and mobile stands reflect modern consumer needs.
- Event merchandise has become one of their fastest-growing categories, from branded gazebos (like a recent Youth Talk project below) to serving trays.
- Specialised products for niche markets, such as anti-spike covers for universities, which has seen an increase in demand this year.
Gazebo produced for Youth Talk
Diversification
One of AIOM’s most valuable lessons for startups is to use your core strengths and take them in new directions.
“We’ve moved far beyond just selling merchandise,” Damien emphasises. “AIOM built a complete website for an optician who sells eyewear both on the high street and to underserved markets in Africa and now we’re developing a mobile app for the same client.”
AIOM’s client base reflects this versatility, spanning tradesmen like plumbers and electricians, to retail businesses and international clients.
Thinking global
AIOM has opened a virtual office in Miami to serve US clients and also existing UK clients with US operations. providing seamless service across both markets on one platform.
“Our US presence allows us to offer region-specific products like baseball and American football merchandise and expand the work we do with our larger UK clients.”
Full-service event management: At major events like Pub in the Park, AIOM provides end-to-end support for drinks brands, from staffing and inventory management to setup and customer engagement. This service extends across the UK and into mainland Europe.
Sustainable sourcing: “Our aim is to reduce our carbon footprint by using European factories where possible,” Damien explains. “We source goods close to their final destination, which reduces both costs and environmental impact.” While Far East sourcing remains important for revenue opportunities, their commitment to sustainability shapes their strategic decisions.
The fun side of business
When asked about unusual products, Damien lights up: “We’ve done everything from custom bar tables to beer pong setups and cornhole games. These aren’t just products, they’re conversation starters and brand experiences.”
Lessons for startups
AIOM’s 15-year journey offers valuable insights:
- Start with excellence in one area, then expand thoughtfully – Master your core offering before diversifying
- Listen to your clients’ evolving needs – AIOM’s web stores and websites came from understanding client pain points
- Build complementary capabilities – Their diverse skill sets allow them to serve clients more comprehensively
- Think about scalability from day one – Web stores and automated systems create efficiency as you grow.
About STANTA Business Centre
At STANTA, we provide more than just office space—we create an environment where businesses like AIOM can flourish. If you’re looking for a base to grow your startup, we’d love to hear from you.
Interested in learning more about how All in One Marketing can support your business with branded merchandise, web stores, or event management? Contact the team on sales@aiom.co.uk Tel: 01727 223310.
