Alltown Fresh, the flagship retail brand of liquid energy supplier Global Partners, Waltham, Massachusetts, has launched the Alltown Fresh Collection, its first merchandise and apparel line.
“Designed to extend the Alltown Fresh experience beyond the store, the Alltown Fresh Collection brings comfort, personality and modern style to customers who live life on the go,” the company announced Wednesday. “The Alltown Fresh Collection features 23 custom-designed and printed pieces.”
Items, available only online at shop.alltownfresh.com, include hoodies and sweatshirts, T-shirts, winter-ready crewnecks, baseball caps, beanies, youth T-shirts and baby onesies.
- Global Partners is No. 25 on CSP’s 2025 Top 202 ranking of U.S. convenience-store chains by store count.
“Fresh isn’t just in our name, it’s at the core of what we offer in our stores every day,” said Joanna Linder, Global Partners’ vice president of marketing. “The Alltown Fresh Collection is about more than just the logo; it’s a playful, authentic way for guests to show the brand some love and be an even bigger part of the Alltown Fresh community.”
The Alltown Fresh Collection arrives “at a moment when branded merchandise isn’t just promotional swag but a booming cultural phenomenon,” the company said. Citing data from Salesfactory.com, Alltown Fresh said that 62% of consumers report generally enjoying receiving branded swag, and 44% said they would consider paying for it depending on the price or item.
This underscores “how apparel from beloved food and retail brands like sweetgreen, Raising Cane’s, CAVA, Wawa, 7-Eleven and now Alltown Fresh has become a meaningful way for fans to express loyalty and wear their favorite experiences beyond the point of sale,” Alltown Fresh said.
Other c-store chains that sell merchandise include Kwik Trip, which in addition to its online shop, started selling items at more than 30 locations in the summer. Sheetz is another c-store chain with an online shop.
Alltown Fresh partnered with Screen Printing by Airo, a Brookline, Massachusetts-based printing business, to produce all orders.
Global Partners is one of the largest liquid-energy companies on the East Coast, operating and managing dedicated storage at 54 terminals, strategically connected to rail, pipeline and marine assets, extending from Maine to Florida and into the U.S. Gulf States. In 2024, the company expanded its reach with two acquisitions, adding five terminals to its network. The company is also advancing its transition to low-carbon, renewable fuel options to meet evolving energy demands.
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