News April 08, 2026
Geiger Expands to Austria With Acquisition of Nowak Werbeartikel
The Counselor Top 40 distributor has made several European acquisitions in recent years.
Key Takeaways
• Geiger (asi/202900) has acquired Vienna-based Nowak Werbeartikel, marking its entry into the Austrian market and adding another region to its growing European footprint.
• Nowak Managing Director Thomas Derhaschnig will continue to lead the business, all employees will be retained and the operation will be rebranded under the Geiger name.
• The deal follows recent acquisitions in Germany and builds on Geiger’s international expansion efforts that began in 2018./em>
Geiger (asi/202900) is adding another region to its European footprint.
The Counselor Top 40 distributor announced this morning that it has acquired Vienna, Austria-based distributorship Nowak Werbeartikel. Financial terms of the deal were not disclosed. The deal marks Geiger’s entry into the Austrian market.
(From left to right) Mirco Häßlich of Geiger GmbH, Thomas Derhaschnig of Nowak and Marc Strickrodt of Geiger GmbH.
“The acquisition represents an important step in Geiger’s continued global expansion, while further strengthening our footprint in Europe,” said David Geiger, president of Geiger and a member of Counselor’s Power 50 list of the most influential people in promo. “Nowak Werbeartikel brings a strong foundation of client relationships and local market expertise. We’re excited to welcome their team into Geiger and continue building on their success.”
Nowak Werbeartikel will operate under the name Geiger Promo GmbH. Nowak Managing Director Thomas Derhaschnig will continue to lead the business, and all employees will be retained as part of the acquisition, Geiger said.
The announcement comes just months after Geiger GmbH, the distributor’s German subsidiary, acquired two promotional products distributors: Düsseldorf, Germany-based S&P Werbeartikel and Münster, Germany-based UP Werbemittel.
Geiger’s international expansion began in 2018 when it acquired United Kingdom-based distributor BTC Group. Its international business unit focuses on growing the distributor’s global presence. To date, Geiger has acquired at least seven distributors in the United Kingdom and four in Germany.
One of those acquisitions put Geiger on Derhaschnig’s radar.
“Following Geiger’s 2024 acquisition of WER GmbH, a long-standing partner of Nowak, I followed their development closely and engaged regularly with their leadership team,” he said. “It quickly became clear that Geiger shares the same values and culture that have defined our success.”
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.