What to Include in Your First Swag Store Rollout
Building your first online swag store is easier than ever with a streamlined interface and curated promotional products.
Launching your first company swag store is an exciting step toward boosting brand visibility, streamlining your promotional merchandise process, and enhancing employee and customer engagement. But the real impact depends on what you put inside.
Whether you’re launching for internal teams, client gifts, or events, the right mix of products will not only drive usage but also reinforce your brand identity and marketing strategy. In this guide, we’ll break down what to include in your first swag store rollout. Covering must-have categories, customization tips, and the smartest way to scale from day one.
➡️ Related: Read the full guide to launching a company swag store
Start With the Basics: Apparel That Works Year-Round
Clothing is the cornerstone of most swag stores, but that doesn’t mean just throwing in a generic t-shirt. Opt for high-quality, versatile staples like:
Cotton tees (e.g., Next Level 3600 for durability and softness)
Hoodies and sweatshirts for seasonal options
Polos and performance shirts for a polished, professional look
Lightweight jackets or vests for layering options
Focus on gender-neutral sizing and silhouettes. And remember, your clothing reflects your corporate identity, so avoid cluttered graphics. A well-placed logo (via screen printing or embroidery) on a clean design can do more to elevate your brand than a loud pattern ever could.
These apparel items not only offer visibility but also support employee engagement and brand loyalty. When paired with branded hats, socks, or even sweatshirts, they become a wearable representation of your company's values.
Everyday Drinkware: A Practical Branding Touchpoint
Drinkware is one of the most appreciated and used forms of promotional merchandise. To make the biggest impact, consider a range of items like:
Stainless steel water bottles
Ceramic mugs
Insulated tumblers with straw or lid
Bamboo drinkware for eco-conscious appeal
These items keep your brand visible on desks, in cars, and during Zoom calls. Use laser engraving or full-color wraps depending on the material and branding style. Drinkware serves as a high-frequency touchpoint that merges visibility with sustainability.
Work-Ready Tools and Stationery
Don’t overlook the power of promotional office gear, especially if your swag store supports hybrid or remote teams. A few strategic pieces to include:
Notebooks with your brand logo on the front
Pens or stylus tools (especially great with tablets or touchscreen laptops)
Desk pads, mousepads, and tech organizers
Laptop sleeves or branded backpacks
Stationery and desk tools not only support productivity but also keep your brand present in every client call, internal meeting, and creative brainstorm. They work well with broader marketing campaigns or onboarding programs.
Lifestyle Additions for Everyday Engagement
Your first swag store rollout should include lifestyle items that reflect your culture and are easy to ship. Some favorites include:
Sunglasses for outdoor events and summer promos
Tote bags and drawstring backpacks for conferences and daily use
Blankets, socks, or bucket hats as fun seasonal surprises
Picnic sets, lip balm, or umbrellas as unique touches
These products give your swag store variety—and they keep your brand top-of-mind during real-life moments, not just in office settings. Lifestyle additions also create stronger emotional branding by tying your logo to a moment of leisure, gratitude, or comfort.
Add a Seasonal or Limited-Edition Drop
If you want to create urgency and engagement right away, include one or two seasonal exclusives in your rollout. These can include:
Holiday-themed designs for Christmas or Pride Month
Team milestone merch (e.g., hitting a sales goal)
Co-branded apparel with partners or clients
A well-timed seasonal drop can drive traffic, improve your email marketing metrics, and increase repeat visits to your swag store.
Logistics and Customization: Think Ahead
Before going live, ensure your store has:
Clear size charts for apparel
Mockup images for each product (showing your logo in use)
Defined decoration types: screen printing, embroidery, sublimation, etc.
Shipping options that support both individual and bulk fulfillment
Packaging upgrades (like branded gift boxes or eco-friendly mailers)
This setup helps improve customer experience and minimize questions or cart abandonment. It also supports drop shipping, inventory tracking, and automated order fulfillment.
Align Your Swag With Brand Values
Today’s consumers and employees expect more from brands. They want quality and they want sustainability. When selecting items, look for:
Eco-friendly materials like bamboo, recycled polyester, or organic cotton
Low-waste production models like print-on-demand or batch fulfillment
Vendors that align with your corporate culture and supply chain ethics
Small touches matter. Including a card explaining the sourcing process, a sticker with a campaign hashtag, or branded tissue paper can elevate the perception of your brand and its mission.
Budget-Friendly, Scalable Launch Strategies
You don’t have to launch your store with 50 items. In fact, we recommend starting with a curated collection of 10-15 SKUs across 5 core categories:
Apparel
Drinkware
Stationery
Lifestyle accessories
Tech or remote work tools
This keeps your overhead manageable while offering enough variety for different preferences. As demand grows, you can introduce new lines, categories, or event-specific campaigns. Using fulfillment partners and tools like Ship Central or Shopify integrations makes it easier to scale over time.
Promote Your Swag Store Like a Campaign
Once your store is live, make sure your audience knows about it. Promote through:
Email campaigns with previews of what’s available
Internal communication tools (Slack, Teams, etc.)
Social media posts with real-life usage of your swag
Events or onboarding kits that include store credits or gift cards
The launch of your swag store should be treated like a marketing campaign. Build excitement. Highlight limited-time drops. Showcase staff using the products. And most importantly, tie it back to your brand mission.
Final Thoughts
Your first swag store rollout doesn’t need to be massive, it just needs to be intentional. The right mix of apparel, lifestyle goods, and desk tools will bring your brand to life and help you connect authentically with employees and customers alike.
Take the time to design your store like you’d design a campaign: with clear goals, strategic product choices, and a strong connection to your brand voice.
Need help getting started? Contact HighVolve to launch a curated, scalable swag store that reflects your brand—and drives real results.
FAQ: First-Time Swag Store Setup
How many products should we start with?
10-15 products across key categories like apparel, drinkware, and accessories is ideal for launch.
Should we offer seasonal merch?
Yes—limited-time drops are great for engagement and encourage repeat visits.
Do swag stores work for remote teams?
Absolutely. They’re perfect for drop shipping onboarding kits, milestone gifts, or incentives.
How do I handle sizing for apparel?
Include size guides and visuals. Choose unisex fits and offer size-inclusive ranges.
What’s the best way to promote our store internally?
Launch via email, internal chat, and onboarding flows. Include store credits or a branded gift card as an incentive.
