Counselor Top 40 distributor Geiger (asi/202900) is continuing its strategic expansion into the U.K. with the acquisition of Brandelity Ltd. Financial terms of the deal weren’t released.

Headquartered in Windsor, U.K., Brandelity has established a strong presence in the promotional products market since its inception in 2004. By joining forces with Geiger, the companies say Brandelity’s customers will enjoy an expanded array of services and creative solutions.

Chris Love (left), managing director of Brandelity, and Vicky Kinasz, vice president/managing director of Geiger International (asi/202900)

Going forward, the acquired business will be known as Brandelity, a Geiger Company. All employees have been retained by Geiger.

Chris Love, managing director of Brandelity, said he was thrilled with the deal. “This partnership represents a significant opportunity for growth and innovation, benefiting both our valued customers and dedicated staff members,” Love said. “With the combined strengths and synergies of our two companies, we are poised to deliver enhanced services, greater resources, and exciting new opportunities for everyone involved.”

The Brandelity acquisition also underscores a shared commitment to environmental responsibility. Brandelity has been a carbon-neutral business since 2019, collaborating with CO2balance to measure and offset its carbon emissions through projects in Africa.

“We are delighted to welcome the Brandelity team and their clients to the Geiger family,” said Vicky Kinasz, vice president/managing director of Geiger International. “This acquisition is another strategic step in our European expansion, and we are proud to have them on board.”

Geiger entered the U.K. promo market with a splash in 2018 through the acquisition of the distributor then known as BTC Group. In all, Geiger has made six acquisitions in the U.K. since 2018. Last month, Geiger made its first acquisition in Germany, acquiring WER GmbH. At the time of that acquisition, Geiger CEO/President Jo-an Lantz, a member of Counselor’s Power 50 list of promo’s most influential people said: “One thing is for certain: Geiger is global. Now more than ever.”

Headquartered in Lewiston, ME, Geiger is a fifth-generation family-owned firm. In addition to its robust growth in the European market, Geiger has been actively making acquisitions domestically. This year, for example, Geiger purchased California-based O2 Marketing + Design and Broadway Marketing, an Albany, NY-based distributor.

With 2023 North American promotional products revenue of $330.3 million, Geiger ranks ninth on Counselor’s most recent list of the top distributors in the industry.