Inside Prime Line’s South Carolina expansion: New warehouse, more jobs, smarter fulfilment

In a decisive move underscoring the growing importance of regional logistics hubs in the U.S. supply chain, Prime Line—a division of S&S Activewear—has unveiled a 100,000-square-foot expansion to its Gaffney, South Carolina facility. This investment comes as the promotional products industry sees a resurgence in demand post-pandemic, with suppliers accelerating digital modernization and regional distribution strategies to remain competitive.

Spartanburg County, where Gaffney is located, has emerged as one of the fastest-growing logistics corridors in the Southeastern U.S., attracting investments from both industrial giants and mid-market operators. Prime Line’s latest move highlights not only the company’s growth trajectory but also its confidence in South Carolina’s infrastructure, workforce readiness, and geographic advantage in servicing the East Coast.

Why Is Prime Line Expanding Its Gaffney, SC Facility in 2025?

The decision to expand Prime Line’s Gaffney warehouse is rooted in strategic foresight. As a top-ranked supplier in the promotional products industry—holding a 5-star rating on ASI’s ESP platform and an “A” grade on SAGE—the company is under consistent pressure to deliver faster, more reliable service to distributor partners. The 100,000-square-foot addition is designed to alleviate logistics bottlenecks, support expanded product lines, and future-proof the company’s ability to handle fluctuating seasonal demand.

Eric Levin, General Manager at Prime Line, emphasized that the Gaffney site plays a pivotal role in national distribution operations. He described the expansion as a dual-purpose effort: to scale output capabilities and integrate smart logistics technologies. Levin also hinted that increased headcount would follow, reinforcing the facility’s function as both a warehousing and employment hub.

How Will the New Warehouse Management System Enhance Prime Line’s Operations?

A key element of this expansion is the rollout of a next-generation Warehouse Management System (WMS), aimed at transforming inventory and fulfillment workflows across Prime Line’s distribution network. The WMS will automate critical processes—from inbound product scanning and real-time inventory tracking to outbound order accuracy and predictive restocking—resulting in shorter lead times, fewer fulfillment errors, and improved inventory velocity.

By implementing WMS technology alongside expanded warehouse capacity, Prime Line is positioning itself to meet the heightened expectations of distributors in a post-Amazon era, where B2B buyers increasingly expect same-day processing, transparent tracking, and consistent delivery performance.

The move echoes broader industrial trends in logistics technology adoption, where companies across sectors—especially those in apparel, retail, and B2B e-commerce—are investing in scalable software to augment physical infrastructure. With its Gaffney rollout, Prime Line joins the growing ranks of U.S. suppliers embracing Industry 4.0 solutions for warehouse automation and logistics optimization.

How Will the Expansion Impact Jobs and Regional Economic Growth in South Carolina?

Spanning from 5:00 a.m. to 10:00 p.m. across two operational shifts, the Gaffney facility is a cornerstone of Prime Line’s U.S. operations. With the added 100,000 sq. ft., the company is expected to expand staffing significantly across roles including warehouse associates, machine operators, logistics coordinators, and systems technicians.

South Carolina’s Department of Commerce has emphasized the value of industrial investment in the state’s Upstate region, which already benefits from proximity to I-85, access to rail freight, and port connectivity via Charleston. Local economic development groups estimate that Prime Line’s expansion could generate dozens of new direct jobs and spark indirect growth across transportation, food service, and warehousing supply vendors.

With labor markets tightening across the Southeast, investments like Prime Line’s are often tied to workforce development incentives, training grants, or hiring programs in partnership with community colleges. While no official incentives have been disclosed, the expansion is widely seen as a validation of Gaffney’s growing appeal to mid-sized national distributors seeking both operational scalability and labor reliability.

What’s Driving Demand for Faster and More Reliable Promotional Product Fulfillment?

The promotional products industry, long considered a fragmented and low-tech sector, is undergoing rapid transformation. Companies are ramping up marketing spend following the slowdown during COVID-19, leading to a surge in demand for branded merchandise, event giveaways, and employee engagement kits. According to ASI’s 2024 market study, distributor sales have risen over 15% year-on-year, with e-commerce platforms accounting for an increasing share.

In this landscape, suppliers who can promise inventory reliability, mass customization, and efficient drop-shipping hold a distinct advantage. Prime Line’s investment in Gaffney reflects this new competitive paradigm. By expanding operational capacity while integrating advanced logistics systems, the company is aiming to position itself not only as a product provider but also as a fulfillment partner.

In particular, B2B customers are favoring suppliers who offer flexible order quantities, detailed product tracking, and localized warehousing. Prime Line’s 2025 strategy appears calibrated to all three, reinforcing its leadership in a consolidating and digitizing supply chain.

What Are Analysts and Industry Observers Saying About Prime Line’s Growth Strategy?

While Prime Line is privately held under the umbrella of S&S Activewear, industry observers view this expansion as part of a broader playbook across the group. S&S Activewear has been steadily building out a network of strategically located warehouses in order to enable 1–2 day delivery windows to key metro areas. The Gaffney facility—centrally located between Atlanta and Charlotte—is a critical piece of that puzzle.

Logistics consultants note that investing in regional warehousing with integrated WMS can increase order throughput by over 30%, while reducing average order-to-ship times from days to hours. In interviews across supply chain forums, buyers have indicated that responsiveness and order accuracy are increasingly weighted above price, especially in time-sensitive marketing campaigns. Prime Line’s move may therefore help retain high-volume accounts and attract new business from e-commerce-focused distributors.

The decision to enhance the Gaffney location rather than building anew also reflects a preference for operational continuity. The facility already runs customer pick-up services between 10:00 a.m. and 4:30 p.m., indicating a high volume of outbound fulfillment traffic. Expanding this footprint rather than launching an entirely new distribution center allows for smoother integration, lower startup costs, and faster ROI.

How Does Prime Line’s Investment Fit Within the Broader Industrial Real Estate Trend?

Prime Line’s move mirrors a national trend of companies investing in mid-sized, flexibly zoned warehousing across Tier 2 and Tier 3 cities. According to JLL’s 2025 U.S. Logistics Real Estate Outlook, industrial vacancy rates remain near historic lows, with developers targeting inland cities that balance cost efficiency with infrastructure access.

Spartanburg County has become a hotspot for such activity. Companies including DHL Supply Chain, Amazon, and Walmart have all expanded footprints in the region in recent years, drawn by a mix of interstate access, available workforce, and relatively lower costs compared to coastal hubs.

Prime Line’s expansion into this dynamic environment suggests confidence not only in its own business but in the long-term viability of the Upstate region as a key U.S. logistics artery.

What Comes Next for Prime Line and S&S Activewear?

Industry insiders expect more incremental expansions and technology rollouts across Prime Line and its parent company’s warehouse network. While no future announcements have been made public, analysts anticipate investments in AI-powered demand forecasting, robotic picking systems, and customer self-service dashboards.

As buyer behavior shifts toward instant purchasing and real-time availability, the ability to blend physical scale with digital precision will increasingly define supplier success. Prime Line’s Gaffney expansion is an early signal of how seriously the company is taking this mandate.

Moreover, the job creation element serves not only workforce development but also brand equity. In a tight labor market, employers who invest in communities while enabling career growth in tech-forward logistics roles are better positioned to retain talent and build long-term capacity.