January 12, 2026
Geiger Germany Subsidiary Acquires German Distributors S&P Werbeartikel and UP Werbemittel
The Counselor Top 40 distributor says the acquisitions will create new opportunities for employees and customers within its larger global organization.
Key Takeaways
• German Geiger (asi/202900) subsidiary Geiger GmbH has acquired German distributors S&P Werbeartikel and UP Werbemittel, bringing both under its Senden, Germany, headquarters as part of Geiger’s international expansion strategy.
• Geiger leaders say the acquisitions strengthen Geiger’s European platform, support succession planning and reinforce its commitment to customer-centric service and global consistency.
• The deals build on Geiger’s sustained international growth since 2018, including multiple acquisitions in the U.K. and Germany.
Geiger (asi/202900) is entering a new phase of international growth.
The Counselor Top 40 distributor’s German business, Geiger GmbH, has acquired two promotional products distributors: Düsseldorf, Germany-based S&P Werbeartikel and Münster, Germany-based UP Werbemittel. Both companies will now operate under Geiger’s Senden, Germany, headquarters.
S&P Werbeartikel (from left to right) Matthias Janßen, Carsten Lenz, Alex Heinecke, Mirco Häßlich, Marc Strickrodt
“S&P and UP are both highly respected companies with talented teams and strong regional roots,” said Mirco Häßlich, managing partner of Geiger GmbH. “We are proud to welcome them to Geiger and look forward to growing together while continuing to deliver outstanding value to customers across Germany and beyond.”
According to Geiger, the acquisitions also support successful succession planning while creating new opportunities within a larger international organization.
“Giving our customers a smooth, reliable experience wherever they operate is a key priority and why we will continue to grow globally,” said David Geiger, president of Geiger and a member of Counselor’s Power 50 list of the most influential people in the industry. “We’re committed to showing up for them with the same consistency and the right local support in every market we serve.”
Geiger’s international expansion started back in 2018 with the acquisition of United Kingdom-based distributor BTC Group. From there, Geiger International was born. The business unit focuses on growing the distributor’s presence globally. To date, Geiger has acquired at least seven distributors in the United Kingdom and now four in Germany. Geiger GmbH acquired Soest, Germany-based distributor SOESTMEDIA last year.
“Geiger’s growth strategy has always focused on partnering with customer-centric businesses that share our values. [These] additions support our long-term commitment to investing in people, service excellence and sustainable growth.” Vicky Kinasz, Geiger International (asi/202900)
“Geiger’s growth strategy has always focused on partnering with high-quality, customer-centric businesses that share our values,” said Vicky Kinasz, president of Geiger International. “The additions of S&P Werbeartikel and UP Werbemittel strengthen our European platform and support our long-term commitment to investing in people, service excellence and sustainable growth.”
UP Werbemittel (from left to right) Mirco Häßlich. Christoph Strotmann, Alex Heinecke
Based on 2024 North American promotional products revenue of $364.6 million, Geiger ranks 10th on Counselor’s most recent list of top distributors in the industry.