About Us
Established in 1980, with over 40 years of experience in promotional merchandise.
Steel City is one of the UK’s longest-established promotional merchandise distributors, supplying branded products and promotional gifts to businesses nationwide.
Back when cassette tapes were the norm and mobile phones were more brick-like than smart, we began by selling Sheffield-made gifts. Since then, our business has evolved with innovation and integrity, growing into a trusted UK supplier of branded merchandise, corporate gifts, and promotional products, using a wide range of modern branding methods.
Over the years, Steel City has grown steadily by adapting to change while staying true to our values. During that time, we’ve earned industry awards, recognition for outstanding customer service, and supported charitable causes.
If you are a bit geeky like us, take a step back in time and see what our website looked like in 2008!
Our History
In recent years, we’ve rebranded and relocated to our own New York loft-style office, designed around our team and company culture. Today, we’re proud to be one of the UK’s best-known BPMA-accredited promotional merchandise distributors, trusted by organisations who value reliability, creativity, and long-term partnerships.
1980
The Early Years
Selling Sheffield-made gifts and quickly adding other product ranges in as demands changed. Peter and John ran the business for more than 20 years.
2000
Restructure
By 2004 James becomes a director.
Following the financial crisis, in 2012, the company cut out 1/3 of costs.
www.steel-city.co.uk is created and the promotional offering moves online.
2010
Bespoke CMS
A bespoke CMS is implemented onto the website, streamlining the purchasing process.
2015
Rebrand
To celebrate 35 years the company rebrand with a brand new logo, typography and company colour scheme.
2016
Relocation
In 2016 the team move into their new open plan premises.
The Steel City Promo Show takes place at the Millennium Galleries, Sheffield.
2018
Small Business Programme
James completes the Goldman Sachs 10k Small Business Programme.
2019
Growth
The company reach a 1.875 million turnover in 2018-2019. Company culture and values are developed and a new website is launched in 2019.
2020
Charity Challenge
And host a charity fitness challenge, raising over £1K for three local cancer charities.
2021
Kid Acne
Steel City commissions local artist, Kid Acne, to paint office garages.
2022
Award Winners & Charity Ambassador
Awarded Excellence in Customer Service, Best Professional Services Company
and Marketing Campaign of The Year.
As well as celebrating 40 years BPMA member.
James Biggin is appointed Ambassador for Sheffield Children’s Hospital.
2023
Distributor of the Year.
Receive the Gold Award for Distributor of the Year at the annual PAGE Awards.
2024
School collaboration project, more awards and charity abseil.
Collaborated with a local school on a design project, advising and guiding students.
James awarded Entrepreneur of the Year.
2025
Expansion and sustainability.
Converted garages to include a staff gym.
Joined the BMPA Sustainability Pledge.
Meet the Team
Meet the talented team working together to deliver the best products and experiences for our clients.
Meet the Team
Meet the talented team working together to deliver the best products and experiences for our clients.
James Biggin
Managing Director
James joined Steel City in 2001 and took over the business, co-founded by his father, in 2006. He has been managing director for 19 years as of 2025.
Fun fact
James can usually be found running, at the gym, watching his son dive or out in the Peaks with his dog Alby and wife Rachel.
James Biggin
Managing Director
David Robinson
Account Manager
With 20 years’ experience in sales and customer service, David has a wealth of experience supporting and advising clients across B2C and B2B sectors.
Fun fact
Outside of work, David enjoys fishing, gaming with his son, and spending time with his family.
David Robinson
Account Manager
Debbie Hardy
Account Manager
With 23 years’ experience, Debbie is known for her attention to detail, friendly manner, and commitment to great customer service.
Fun fact
Away from work, Debbie enjoys walking with her husband, going on holiday and putting her impressive DIY skills to good use - including fully renovating her brother’s house.
Debbie Hardy
Account Manager
Lisa Crosby
Book Keeper/ Credit Control
With over 35 years’ experience, Lisa ensures our finances are accurate and well organised, keeping everything running smoothly behind the scenes.
Fun fact
Outside of work, Lisa enjoys spending time with her family and friends, going to the gym, and relaxing with a good Netflix or Amazon series.
Lisa Crosby
Book Keeper/ Credit Control
Jenni Burton
Marketing Executive
With over 15 years of design and marketing experience, Jenni brings a broad range of expertise covering everything from event planning to marketing.
Fun fact
In her spare time, Jenni loves trying new recipes, keeping fit, and spending time with her family and friends.
Jenni Burton
Marketing Executive
Rowan Andrews
Sales Administrator
Rowan ensures smooth order processing and production, drawing 20 years’ experience in customer service and sales to handle every situation with care.
Fun fact
When she’s not at work, Rowan is an accomplished artist, loves to travel and enjoys looking after her cat, Bagel, and hamster, Pretzel.
Rowan Andrews
Sales Administrator
Georgia Brookes
Sales & Production Assistant
Georgia joined us in 2021 and is now a Sales and Production Assistant. With 4 years’ experience, she ensures every customer’s order runs smoothly.
Fun fact
When she’s not at work, Georgia enjoys pottery, art, interior design and exploring new places with friends and family.
Georgia was awarded the TPM BPMA certificate in 2022!
Georgia Brookes
Sales & Production Assistant
Our Mission
To strengthen our clients marketing campaigns with branded merchandise, sparking creative ideas and delivering an exceptional customer journey.
We live and breathe branded merchandise and passionately believe it plays an vital role in raising brand awareness, winning new business and nurturing long-term relationships.
By listening carefully to your marketing needs, we take the time to understand your aims and objectives. We then use our expertise to create promotional product solutions that are well considered and tailored to your audience.
We aim to have the best price first time, alongside a consistently high standard of service and clear communication throughout. It’s important to us that every client experiences a transparent and seamless journey.
Whether it’s branded merchandise for an event, a direct mail campaign, or a gift for loyal clients, the Steel City team will help you select targeted, well-designed promotional items that maximise exposure and engage your audience.
Our Order Process
Here’s how we make ordering simple, clear, and stress-free from start to finish.
We Listen to You and Spark Ideas
1. We Listen to You
We start by learning about your brand, objectives, audience, and requirements.
2. Dedicated Account Management
You’ll be assigned a dedicated Account Manager to ensure a consistent and seamless journey from start to finish.
3. Ideas, Visuals & Pricing
We provide tailored branded merchandise ideas, along with visuals and clear pricing to suit your brief.
Your Order Journey Begins
4. Product Selection
We help you refine your choices based on budget, audience, and timescale. Once confirmed, we’ll send written confirmation by email.
5. Artwork Guidance
We’ll advise on artwork formats and sizing, so that your artwork is correct.
6. Proofing
We then provide proofs for your approval before production begins.
Your Branded Gifts are Made & Delivered
7. Production & Ongoing Updates
You’ll be introduced to our production team and kept informed while we monitor production closely and answer any questions.
8. Delivery
Your branded merchandise is delivered as promptly and efficiently as possible.
Feedback and Ongoing Support
9. Invoicing & Feedback
We’ll email your invoice along with a feedback link to help us maintain high service standards.
10. Ongoing Support
With your new branded merchandise in use, we’re always on hand to support future campaigns - think of us as an extension of your marketing team.
Why Choose Steel City
Established experience
Supplying branded merchandise since 1980, with decades of practical experience supporting marketing campaigns across a wide range of sectors.
Ideas-led approach
We invest time in sparking creative ideas and recommending branded merchandise that genuinely supports your marketing objectives.
Clear, upfront pricing
We aim to offer the right price first time, with transparent costs and no unexpected surprises.
Dedicated support
You’ll work with a consistent point of contact who understands your brand and ensures a smooth, reliable experience.
Trusted and accredited
As a BPMA-accredited distributor, we’re trusted by organisations who value reliability, consistency, and long-term partnerships.
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