Counselor Top 40 distributor Geiger (asi/202900) is continuing to expand its global footprint in the European promotional products market.

The Lewiston, ME-headquartered firm announced that its Germany-based subsidiary, Geiger GmbH, has acquired SOESTMEDIA, a promotional products distributor located in Soest, Germany. The deal marks Geiger GmbH’s first acquisition as a Geiger company since it was acquired by the family-owned American branded merchandise distributorship in July 2024.

Geiger GmbH and SOESTMEDIA pros are excited about the acquisition. Pictured here are Marc Strickrodt (Geiger GmbH), Marita Kempchen-Bock (SOESTMEDIA), Denise Karthaus (SOESTMEDIA) and Mirco Häßlich (Geiger GmbH).

Vicky Kinasz, the United Kingdom-based president of Geiger International, said the acquisition is a “testament to our commitment to expand our services and market reach. … We are excited for our first acquisition of Geiger GmbH in Germany.”

Before being acquired by Geiger, Geiger GmbH was known as WER GmbH. The prominent firm was no stranger to acquisitions, having completed 12 successful M&A deals previously as WER GmbH, according to executives. With more than 100 employees, the former WER GmbH has integrated into Geiger and serves clients across Germany, Luxembourg, Austria and Switzerland.

29%
of ASI 2024 Power Summit attendees see international expansion as one of their biggest opportunities in the next three to five years. (ASI Research)

“We will have an even stronger reputation and coverage for our clients with SOESTMEDIA,” Kinasz said.

Marita Kempchen-Bock, SOESTMEDIA’s owner prior to the acquisition, is heading toward retirement and wanted to sell the promo distributorship to another industry company that she felt would value the team she’d built and continue to serve clients with care and commitment. She said she found that in Geiger GmbH.

“We will have an even stronger reputation and coverage for our clients with SOESTMEDIA.” Vicky Kinasz, Geiger International (asi/202900)

“With Geiger GmbH’s impressive growth and comprehensive service offering, I’m confident I’ve found the ideal partner,” Kempchen-Bock said. “This transition allows me to gradually embrace the next exciting chapter of my life with peace of mind.”

“Marita has spent years building a remarkable company with a talented and genuine team,” added Alex Heinecke, managing partner of Geiger GmbH. “We are honored that she has chosen to entrust us with her company, her team and her valued customers.”

Geiger’s international expansion began in earnest in 2018 with the acquisition of BTC Group, then a large distributorship based in the United Kingdom. Since then, Geiger has formed a strategic business unit, Geiger International, that’s focused on growing the distributorship’s presence in global markets. The company has acquired at least six more distributors in the United Kingdom and now two in Germany.

Amid the increasing globalization of the promo industry, Geiger’s efforts are representative of a significant trend that’s poised to continue: North American distributors increasingly conducting business in Europe and beyond, engineered through strategic acquisitions, partnerships and new sales offices in countries in which they seek to service clients.

Based on reported 2023 North American promotional product revenue of $330.3 million, Geiger ranked ninth on Counselor’s most recent list of the largest distributors in the industry.