(March/April 2025) St Regis Group recently changed its name to SRG, reflecting its evolution from an awards company to a supplier of corporate gifts and recognition and promotional products. The announcement came in early January as the company celebrated its 25th anniversary.

“Our new name, SRG, signifies more than a fresh look—it is the next step in our exceptional growth and modern approach as a service-oriented organization,” says Richard Firkser, the company’s founder. “While awards remain at the heart of what we do, we’ve expanded into diverse categories like drinkware, barware, pens, journals, housewares, kitchenware, and much more.”

The St Regis name will not disappear. It will now be featured as a premium brand under the SRG portfolio, and distributors can continue sourcing their award needs from St Regis.

St Regis Group was founded in 1999 as a small awards company and has since expanded into facilities with more than 400,000 square feet for manufacturing and warehousing in Chicago, Illinois, and Markham, Ontario. The company has more than 400 employees in North America and several partnerships with world-renowned brands.