Purpose Group Acquires Alloy (marketing & PR agency)

Alloy Acquires The Partnership

December 11, 2025

Marketing & Advertising

Alloy, a Purpose Group‑backed marketing and transformation agency based in Atlanta, has acquired The Partnership (TPI), Atlanta’s oldest privately‑held full‑service marketing and brand communications agency. The Partnership’s team and proprietary analytics/AI product (P360/P360-like dashboard) will operate under the Alloy brand to expand Alloy’s capabilities in communications, brand strategy, paid media, analytics and healthcare/financial services expertise as a bolt‑on acquisition.

Alloy Acquires Hot Sauce

October 14, 2025

Marketing & Advertising

Alloy, a Purpose Group portfolio marketing and brand agency, has acquired Atlanta-area digital agency Hot Sauce to deepen Alloy’s martech and growth-marketing capabilities. The deal is an add-on to Alloy (a Purpose Group portfolio company) and will integrate Hot Sauce’s martech, UX/design, and growth marketing expertise into Alloy’s service offering.

Alloy Acquires Narwhal.Digital to Expand Creative and Technical Capabilities

April 3, 2023

Marketing & Advertising

Alloy, an Atlanta-based integrated marketing agency, has acquired fellow Atlanta creative technology firm Narwhal.Digital LLC to deepen its design, product and technical capabilities. Narwhal founders Jennifer Ready and Vivek Pandya will join Alloy in leadership/advisory roles; terms were not disclosed. The combined business now employs more than 60 people and will broaden Alloy's services for technology and SaaS clients.

Reliance Steel & Aluminum Co. Acquires American Alloy Steel, Inc.

February 14, 2024

Industrial Services

Reliance Steel & Aluminum Co. has entered into a definitive agreement to acquire all outstanding equity interests and related real estate assets of American Alloy Steel, Inc., a Houston-based distributor and fabricator of specialty carbon and alloy steel plate and round bar. The acquisition adds specialty plate and new fabrication/value-added processing capabilities to Reliance's portfolio; American Alloy reported approximately $310 million in sales for the 12 months ended Dec. 31, 2023.

Purpose Group Acquires Gerald Printing & Liberty Imaging

May 19, 2023

Manufacturing

Atlanta-based holding company Purpose Group has acquired Gerald Printing (which operates under Gerald Printing & Liberty Imaging) of Bowling Green, Kentucky. The deal, signed May 15 after an LOI on February 28, transfers ownership from longtime owner Joe Davis as he transitions to a consulting/part-time role; Purpose Group plans to retain the existing team and leadership under new CEO John Mazeika.

Lincoln Electric Acquires Remaining Interest in Alloy Steel

April 1, 2025

Manufacturing

Lincoln Electric Holdings, Inc. acquired the remaining 65% interest in Alloy Steel Australia (Int) Pty Ltd, bringing Alloy Steel into full ownership. Alloy Steel, a Perth-based manufacturer of proprietary wear plate solutions, engineering services and digital monitoring for the mining sector (primarily Asia Pacific), generates approximately USD 50 million in annual revenue and will be reported in Lincoln Electric’s International Welding segment.