en
United Kingdom
How Sarah Sayed built BX Merchandise into a purpose-driven promotional merchandise company serving eight Fortune 500 clients — by refusing to accept that cheap, unsustainable, and exclusive were the only options.
In 2007, Sarah Sayed watched her employer’s business be sold and relocated. She could have seen it as a setback. Instead, she saw a window. She had spent years building client relationships grounded in trust and shared purpose, and she knew those relationships, and the gap she’d identified in the promotional merchandise industry, were the foundation of something new.
She founded BX Merchandise in Brixton, South London — deliberately. The neighborhood’s diversity and energy reflected exactly what she wanted to bring to an industry she describes as operating with “complete disregard for diversity, sustainability, or ethical sourcing.” Almost 20 years later, BX Merchandise serves eight Fortune 500 companies, holds ISO 14001:2015 environmental certification, and is redefining what promotional merchandise can mean for global brands.
What does BX Merchandise do, and what problem does it solve?
The promotional merchandise sector has been dominated by a race-to-the-bottom mentality — high-volume, low-cost production with no regards for sustainability or social responsibility. I saw two critical problems that needed solving.
The first is diversity of perspective. Traditional suppliers lack the inclusive thinking needed to understand modern brand values. As a woman- and minority-owned business, I bring responsible sourcing practices that ensure every product genuinely reflects our clients’ ESG commitments. The second is sustainable global distribution. Navigating international logistics while maintaining sustainability standards is genuinely difficult for global brands — which is why we established a strategic warehouse in the Netherlands with Dutch VAT registration, enabling swift, compliant delivery across Europe.
We don’t position BX as just another supplier. We are strategic consultants who understand that promotional merchandise is a powerful extension of brand identity. Through the AWARE™ range, we’ve introduced blockchain technology that allows clients to track the precise environmental impact of their merchandise — complete transparency that is reshaping industry standards.
Tell us about the partnership with the major entertainment company — how did that begin?
It started at a . A brief conversation with their sourcing manager opened the door to our very first collaboration — 500 recycled paper notebooks for their group dedicated to advancing gender equity and empowering women and allies. It was a small beginning, but one that sparked a partnership rooted in shared values of inclusion, sustainability, and creativity.
What started as a single introduction has grown into a multi-year collaboration supporting Employee Business Resource Groups across their organisation. For every project, we carry out carbon impact reporting so they can track sustainability performance and feed it into their wider ESG reporting.
For us at BX Merchandise, representation is not just a principle — it is who we are. Our team spans cultures and backgrounds from across the globe, and we believe diversity fuels creativity. Working with organisations that share that belief makes the partnership feel authentic and aligned.
Brexit and COVID both hit during your growth phase. How did you navigate them?
With Brexit, I faced sudden and complex changes to customs, VAT regulations, and cross-border logistics that posed a serious risk to my ability to serve European clients. Instead of retreating, I established a warehouse in the Netherlands and secured Dutch VAT registration, turning a potential setback into a competitive advantage that has strengthened our European supplier relationships and delivery speed ever since.
During COVID, my agile, client-first response meant I could continue supporting long-term partners like Cummins through the disruption. Their recognition of BX as a “COVID Champion” was a meaningful endorsement of what we’d built together — a partnership strong enough to hold under pressure.
What is the most significant shift happening in your industry right now?
The shift from ‘stuff’ to story. For years, the industry was about quantity — cheap, high-volume giveaways that often end up in landfill. But the most forward-thinking brands are no longer asking ‘what can we print our logo on?’ They’re asking ‘what story does this item tell about who we are?’
That’s why we’re focusing heavily on the AWARE™ range — every item includes blockchain-verified data showing exactly how much water and carbon was saved. It’s no longer just a pen or a tote bag; it’s a tangible reflection of a brand’s ESG commitments. Alongside that, inclusivity and representation are fast becoming the new standard — clients want merchandise designed with LGBTQ+ creatives, apparel that is size-inclusive and gender-neutral. These are no longer niche requests.
How has WEConnect International shaped BX Merchandise’s trajectory?
WEConnect International has been transformational — it represents the difference between having brilliant ideas and actually getting the opportunity to present them to the decision-makers who matter. A major global tech client contract — managing their regional employee merchandise programme for over 10,000 employees — came directly through procurement processes where my WEConnect International certification was a qualifying factor. That single contract became a gateway to large-scale campus launches, inclusion campaigns, and ongoing merchandise initiatives across Europe.
Beyond contracts, the network effect has been extraordinary. I was recently introduced through WEConnect International to two incredible women who provided expertise on Pay Index implementation for our industry. That kind of peer-to-peer learning is invaluable. You simply cannot put a price on having access to that level of expertise and genuine support.
WEConnect International did not just help me grow my business — it amplified my impact. Every contract we win creates opportunities for other women-owned businesses in our supply chain. The ripple effect is real.
What advice would you give to other women building businesses?
Back yourself — even when no one else does. Don’t wait for someone to tell you your business is good enough, or your voice is credible enough. Find your people and build your own community if one doesn’t exist.
Be crystal clear on your values. Purpose has carried me through Brexit, COVID, and the constant pressure to scale. When you stay rooted in your why, it’s much easier to make tough decisions and keep going when things get messy. And lift as you climb — every win you achieve can open the door for another woman behind you. That ripple effect is real, and it is how we move from surviving to reshaping entire industries.
About BX Merchandise
BX Merchandise (Brand Xposure UK Ltd) is a London-based, certified women led and minority-owned promotional merchandise and corporate clothing company founded by Sarah Sayed in 2007. The company specialises in sustainable, ethically sourced merchandise for eight Fortune 500 companies. BX Merchandise holds ISO 14001:2015 environmental certification and operates a strategic European logistics hub in the Netherlands. BX Merchandise is a WEConnect International certified Women’s Business Enterprise. bxmerchandise.com
