Promo veteran Jeff Lederer’s top accomplishments in the branded merchandise market include building Prime Line (asi/79530) into one of the industry’s biggest suppliers.

Now, he and his team are looking to take a new supplier venture to dizzying heights.

On March 31, Lederer and company announced that they’re relaunching the supplier formerly known as MyPromoPartner as Premium Square USA (asi/72777). Michael Reisbaum, another promo products industry veteran, is leading Premium Square USA as managing director.

Jeff Lederer and Michael Reisbaum, Premium Square USA (asi/72777)

“Premium Square USA’s commitment to flawless production, logistics and innovative designs will create successful outcomes and repeatable business for our distributor clients,” Reisbaum said.

With Premium Square USA, distributors can expect an expanded product lineup that includes European-designed giftware, metal pens, drinkware, technology products, calendars and bags from Bagito, a certified B Corp that makes bags from 100% recycled and natural materials while focusing on educational giveback programs. Among other solutions, Premium Square is also offering customized, low-minimum order quantity options curated directly from global factories, the executives said.

“We are committed to expanding our product portfolio with innovative designs our clients won’t find anywhere else,” said Lederer. “Premium Square USA’s new offerings will set a standard for quality and originality within the promotional product space. This relaunch aligns with our vision of providing exceptional, high-quality promotional items that meet the evolving needs of the distributor community.”

Lederer is a principal in GIG Myron Holdings LLC, an investment firm that acquired Counselor Top 40 distributor Myron (asi/278980) in 2023. GIG acquired MyPromoPartner as part of the Myron acquisition and its successor, Premium Square USA, is under GIG’s ownership, executives told ASI Media.

“We are committed to expanding our product portfolio with innovative designs our clients won’t find anywhere else. Premium Square USA’s new offerings will set a standard for quality and originality within the promotional product space.” Jeff Lederer, Premium Square USA (asi/72777)

Company leaders stressed to ASI Media that Premium Square is an independent division of GIG and does not share data or contact information with distributorship Myron. “There is no merging of data with the Myron sales and marketing teams,” Reisbaum told ASI Media, emphasizing Premium Square USA works exclusively with promo distributors and resellers, not end-buyers.

Executives noted that the launch of Premium Square USA comes thanks, in part, to Lederer’s work with a Europe-based supplier – Premium Square Europe, a firm in which Lederer is a co-owner and board member. Premium Square Europe is an independent company from Premium Square USA and is not part of GIG. Still, the firms can work in cooperation, having the common thread of Lederer.

“Operationally, we will collaborate on sourcing and align in marketing across continents where it best services all audiences,” Reisbaum said of the connection between Premium Square USA and Premium Square Europe.

A past member of Counselor’s Power 50 list of the promo industry’s most influential people, Lederer has about three decades of experience in the promotional products business. He was the CEO of Prime Line before selling it to Counselor Top 40 supplier alphabroder (asi/34063) six years ago. He remained as president for three years after the acquisition, leaving the company in December 2020 to pursue other opportunities.

In 2024, Counselor Top 40 supplier S&S Activewear (asi/84358) acquired alphabroder – and with it, Prime Line. S&S is relaunching Prime Line as its hard good division. Lederer is no longer involved with Prime Line.

For sure he’s kept busy though, acquiring a co-majority stake in Premium Square Europe and working to engineer a turnaround for Myron, a venerable distributorship that had fallen on hard times. In February 2024, Myron and its Europe-based brand Adler acquired Schneider GmbH, a company headquartered in Hamburg, Germany, that provides promotional products and B2C furnishing and decoration for the home and office. Financial terms were not released.

Reisbaum also has several decades of promo experience. A past president of the Specialty Advertising Association of Greater New York (SAAGNY), he was formerly a national account manager at Prime Line and held vice president positions at both Counselor Top 40 supplier Blue Generation (asi/40653) and Delegate CX, a firm whose focus includes outsourcing solutions for the promo space.