As executive managing director for STAHLS’ U.K. and Europe, Martin Borley spearheaded growth, operational efficiency and innovation that benefitted customers, say executives at parent firm GroupeSTAHL (asi/88984), a U.S.-headquartered global manufacturer and provider of heat printing technologies and services for garment decoration.

Now, the stout performance has earned Borley a promotion to chief executive officer of STAHLS’ business in Europe, the Middle East and Africa (EMEA).

Martin Borley, GroupeSTAHL (asi/88984)

“Martin has proven to be a steady and thoughtful leader,” said Carleen Gray, CEO of GroupeSTAHL and a member of Counselor’s Power 50 list of the promotional products industry’s most influential people. “He understands our vision and how to execute. Under his leadership, STAHLS’ EMEA will accelerate our mission of Global Brand Unity, ensuring our customers and partners benefit from seamless decoration and fulfillment experiences driven by our STAHLS’ Fulfill Engine platform.”

Reporting directly to Gray, Borley will lead all STAHLS’ initiatives across the EMEA regions. His leadership spans STAHLS’ U.K., STAHLS’ EU and STAHLS’ TPT, as well as all affiliated divisions and distributors throughout the EMEA markets. Borley has been with STAHLS’ and its affiliated/owned companies for more than 35 years, according to the firm.

“Under (Martin’s) leadership, STAHLS’ EMEA will accelerate our mission of Global Brand Unity, ensuring our customers and partners benefit from seamless decoration and fulfillment experiences.” Carleen Gray, GroupeSTAHL (asi/88984)

“We’re committed to growing our EMEA business by meeting customers where they are, across all channels,” said Borley. “Our focus is on expanding access to our services and capabilities through a stronger Fulfill Engine and direct network, while continuing to deliver the reliability and partnership our customers have always counted on.”

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European Distributors’ Annual Sales Rise in 2024, Topping $14.24B https://t.co/gHLwHmnFlW

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STAHLS’ has operations in five countries and is, according to executives, expanding its network of decorating partners. Company leaders said the business is evolving its model from a distributor-only approach to a hybrid strategy that integrates direct operations with distributor partnerships. Borley will play a pivotal role in expanding this “unified, technology-enabled decoration and fulfillment network” throughout the EMEA region, the company said.

A study from ASI Research shows that promotional products distributors in Europe increased sales 1.22% in 2024 compared to 2023, reaching about $14.24 billion. ASI Research also this year debuted the first-ever comprehensive study of the South African promo industry.