Promo’s cross-continental push may be picking up pace.

PremiumSquareUSA.com (asi/72777) just announced a new partnership with Premium-Square Europe that aims to help U.S.-based promotional products distributors that provide solutions for clients in the United States and in Europe.

The strategic alliance between the sister brands aims to streamline sourcing and logistics while providing greater product breadth and service consistency across continental and national borders, executives said.

“We’re excited to bring U.S. distributors closer to the resources, products and support they need to succeed on both sides of the Atlantic,” said Michael Reisbaum, managing director of PremiumSquareUSA.com. “Our collaboration with Premium-Square Europe ensures seamless access to a curated selection of premium goods backed by responsive service and international supply chain coordination.”

Through the supplier partnership, executives said that distributors can expect access to an expanded catalog of products from both the U.S. and Europe, more efficient logistics and fulfillment across nations, consistent pricing and product availability for international projects, and dedicated support for cross-country project planning and procurement. Giftware, metal pens, drinkware, technology products, calendars and bags are part of the product mix.

“Aligning with Michael and his team coordinates with our shared commitment to white-glove service and reinforces our commitment to serving the U.S. market at the highest standard,” said Arthur Strijbos, CEO of Premium-Square Europe. “This partnership strengthens our ability to deliver value and efficiency to American distributors managing global projects.”

“We’re excited to bring U.S. distributors closer to the resources, products and support they need to succeed on both sides of the Atlantic.” Michael Reisbaum, PremiumSquareUSA.com (asi/72777)

Background & Broader Context

PremiumSquareUSA.com announced its launch in March 2025. It marked the rebranded, newly invigorated rebirth of a supplier formerly known as MyPromoPartner.

GIG Myron Holdings LLC, an investment firm whose principals include industry veteran Jeff Lederer, acquired MyPromoPartner in 2023 as part of its broader acquisition of Counselor Top 40 distributor Myron (asi/278980). MyPromoPartner had been part of Myron. PremiumSquareUSA.com is an independent division of GIG and does not share data or contact information with distributorship Myron, executives have said.

The launch of PremiumSquareUSA.com came thanks, in part, to Lederer’s work with Premium-Square Europe, a firm in which he is a co-owner and board member. Premium-Square Europe is an independent company from PremiumSquareUSA.com and is not part of GIG, but having the common thread of Lederer makes collaboration a natural fit and a smart move for both suppliers, executives said.

“PremiumSquareUSA.com and Premium-Square Europe are committed to creating a reliable, unified experience for professionals sourcing products for international ventures,” the companies said.

Word on the Premium Square partnership arrived only about 10 days after Counselor Top 40 supplier Gemline (asi/56070) and Netherlands-based supplier XD Connects, Counselor’s 2024 Sustainability Advocate of the Year, announced the launch of TransAtlantic Advantage.

Crafted particularly for distributors that need to provide consistent solutions in North America and Europe, the program enables the sourcing and shipping of identical branded gifts on both sides of the Atlantic Ocean.

The cross-continent programs from suppliers are hitting the headlines as promo product distributors increasingly conduct business across national and continental borders to meet the needs of end-clients in different geographies. Distributors have done this through strategic acquisitions, partnerships and new sales offices in countries in which they seek to service customers.