We create branded merchandise, retail & gift items, and packaging to support great brands globally. Built on over 30 years’ experience, knowledge and creativity. Since 1986.

Luxury Leather
Bespoke leather goods department has been providing a truly unique service. We excel in creating the most unusual commissions however small, large or unusual. With our specialist knowledge and years of experience within the luxury leather goods industry, we are able to source specific leathers and finishes and pay attention to detail – tailoring the item to your specific requirements.
Corporate Branded Merchandise
one of the fastest growing distributors in the promotional products industry with over 40,000 different promotional products that can be personalised to your business and printed for your next campaign or marketing activity. Our team are dedicated on delivering a fast and reliable service built on a wealth of knowledge gained from years of experience within the sector. Our company core values include passion, listening and respect. We believe that together our values drive success and excellence in customer service.
Bespoke products

We take inspiration from fashion, interiors and high end retail to design and source extraordinary gifts that can be personalised and branded. Whether you’re searching for thoughtful customer gifts, branded conference gifts or unforgettable luxury party bags, we tailor everything to your needs, right down to the handwritten personalised message on the attached notecard.

Corporate Gifts & Hampers
We make ideal gifts for employees or your clients/customers, particularly after completion of a sale or contract. We offer a wide range of hampers & gifts, with a selection available to view below. We can also offer bespoke hampers that are tailored to suit your business requirements.Our range of award-winning food and drink gifts, beautiful gift wrapping and high quality packaging help to make your business stand out.
Branded Merchandise
Traveling throughout the globe sourcing and finding the latest trends and with the ability to innovatively create product from scratch, we have mastered the world of gaming incentives.
With our many years of supply chain experience with the most complete and comprehensive distribution network within our industry, our strategic international locations enable us to ship your order from the most efficient point.
Travel & Hospitality
Initial VIP are here to take the stress out of travel and events. We will manage your travel, event, client entertainment ranging from sporting and music events, to awards ceremonies, film premiers, and more...
Ethical sourcing
Compliance is our commitment to adhere to a set of rules, regulations or guidelines issued by nationally and internationally recognized service and promotional bodies. Sustainability is key...
Bespoke Gifting
Independent Bespoke promotional merchandise makes its way into your customers’ homes and offices, providing a constant reminder of your products and services. It's never been easier..
Merchandise Web-store
Using our developed B2B- focused platform, you will benefit from a webstore packed full of features to make the creation and ordering of your company merchandise as simple as possible.

Over 80% of the word’s population order product online and so why should ordering and controlling your merchandise be any different. Using our developed B2B- focused platform, you will benefit from a webstore packed full of features to make the creation and ordering of your company merchandise as simple as possible. Your company buyers can benefit from access to a quality, industry-relevant merchandise range with a potential mix of Brand- approved stocked and ah-hoc products.
Working with our experienced online services team your company will be protected on our fully secure platform. Centralise purchasing control with compulsory purchasing settings – including cost codes or Purchase orders for the Corporate market. The webstore will also allow centralised tracking of buyers using budgets and also includes a comprehensive reporting functionality.

Some Of Our Power Projects


Dubbed the home of online poker, we partnered with PokerStars to create a 500-piece comprehensive poker set which would include everything their players needed for their next game night .   Always looking to ‘raise the stakes’ when it comes to style and design, we set about finding a way to update the traditional heavy aluminum…


Transforming a stock item into a bespoke branded gift isn’t easy, this is why we have dedicated industry specialists who will help you maximize your brand exposure in new and creative ways. Giving Power to the People … AMAZING PORTABLE CHARGER FOR CHELTENHAM RACES By using innovative design and concepts with the right item, your…


Continuing our successful partnership with Play ‘n GO, we teamed up with the online casino on the launch of their new slot game Reactoonz. Having previously worked with the team on the launch of the prequel game, Energoonz, we jumped at the chance to catch up with our energetic extraterrestrial friends in their latest incarnation….


In 2010 Relax Gaming ushered in the ‘New Era of Gaming’. Starting out as a single solution gaming platform provider, they quickly established themselves as an award winning multi–product provider whose portfolio now boasts over 1000 casino games.   To celebrate a decade of challenging the status quo, we partnered with Relax Gaming to produce a…


This is one we’re incredibly proud of. Red Tiger, a leading casino games developer operating throughout Europe and Asia, commissioned us to create this one-off wishing well for a corporate event in their offices in Gibraltar. Based on one of the company’s most successful slot games Well of Wishes, we built this custom made well…


Established in 2017, All In Diversity is a not-for-profit organisation aiming to promote diversity, inclusion and workplace equality within the global betting and gaming sector. We worked with the team as part of the #opendoors campaign designed to celebrate those who have opened career doors for others, creating a hard enamel pin badge to accompany…


Lockdown was a game changer for all of us, including how brands got their product in the hands of their customers and how we got their attention when they were locked inside the walls of their house. In February of this year, NetEnt expanded their branded games hall of fame with the launch of the…


Since they were established in 2001, Party Poker have long positioned themselves as the good guys of the online poker industry. Taking a stand against what they see as negative forces at work, through successful ad campaigns with the likes of Kevin Hart, they have established themselves as the team putting the enjoyment and fairness…


For the launch of their Blue Diamond campaign, Gala Bingo sent out premium luxury hampers to those players who won £1,000,000. We produced 25 boxes filled with all the things a new millionaire could need. Swarovski glasses accompanied by champagne to toast your win, a Waterman pen to sign your cheques, a bespoke car or…


At Initial Rewards, whilst we love having the opportunity to invent the weird and wonderful, we also know that sometimes there are already masters of the game who know how to do it best. When Bwin asked us to be a part of their partnership with PlayStation we knew that this was the case. As…


Established in 2007, the Unibet Online Open tournament is one of the largest tournaments on the European circuit. With amateurs and pros battling it out alongside one another to win the six-figure prize pools in locations all around the continent, the Unibet Open has become synonymous with quality. For a number of years we have…


When a campaign’s slogan is ‘Raising the Game’ you know you need to bring your A-Game to the table when working with them. In 2014, Coral ran a successful advertising campaign starring actress Carly Baker and impressionist Darren Farley as chip van workers. Throughout the series of adverts the pair worked outside a football stadium…

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the history of Initial Rewards

About US

Initial Rewards is the leading full-circle rewards agency in the UK. We offer our clients a wide range of services including branded merchandise, loyalty schemes, rewards technology, travel and hospitality as well as ad-hoc promotions. We specialize in end-to-end rewards fulfillment and are the engine behind our clients’ biggest global promotions. Whether we are driving online engagement from a sponsorship activation, running an on-pack offer, running a VIP program or delivering rewards for a sales incentive, Initial Rewards will seamlessly deliver rewards to your customers.


First company to create white label rewards solution in the gaming space. Over 50 gaming operators using our LPS software


Over 50 gaming operators using our Initial Rewards Merchandise Team


Winner of multiple EGR B2B awards including ‘Services rising star of the year’ & ‘Retention partner of the year’


Winner EGR B2B ‘Acquisitions & Retention partner of the year’ award



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