Jeff Lederer has re-entered the North American promotional products industry.

The past owner of Prime Line – a former Top 40 supplier acquired by Top 40 company alphabroder (asi/34063) in 2017 – is a leader in GIG Myron Holdings LLC, an investment firm that has acquired Top 40 distributor Myron (asi/278980). Financial terms of the deal were not released.

Jeff Lederer, Myron

“Myron has an amazing team and a strong reputation for quality products, including a vertically integrated business model,” said Lederer, who is a past member of Counselor’s Power 50 list of promo’s most influential people. “We believe that by combining our expertise with Myron’s strengths, we can create a truly exceptional experience for vendors and customers alike.”

Myron (“Mike”) and Elaine Adler founded the Myron distributorship in 1949. The New Jersey-headquartered company has been in the Adler family ever since, most recently under the leadership of Jim Adler.

“Jeff Lederer’s industry experience and track record, combined with GIG Myron Holdings’ resources and expertise, will create exciting new opportunities for Myron,” said Jim Adler, who will serve as an adviser to GIG Myron Holdings but not have a day-to-day executive role.

Lederer spearheaded the acquisition along with Christian Feuer, an experienced private equity investor who has been CEO of several direct marketing and retail brands. Feuer, who holds a leadership role with GIG Myron Holdings, is managing director of Go Global Retail, a private equity firm focused on retail and brands. GIG Myron Holdings is affiliated with Go Global Retail.

“I am pleased that Myron will be under Jeff and Christian’s leadership so that it can continue its growth trajectory,” said Adler.

“The promotional products industry is in my blood, and I’m thrilled that after 30 years in this amazing industry that I will continue following my passion of building, acquiring and scaling teams and businesses.” Jeff Lederer

Myron represents the first acquisition that GIG Myron Holdings has made. Lederer said the firm expects to make more investments, noting there’s a strategy in place to invest in companies with strong growth potential and to transform them into market leaders. Added Feuer: “We are excited to have Myron on our platform as we continue to strategically acquire businesses in the promotional products industry.”

Myron has facilities in New Jersey, Toronto, Honduras, Germany and China. The company markets directly to end-users, distributors and suppliers through decoration facilities in North America and Europe, according to executives. “With this acquisition, GIG Myron Holdings LLC plans to expand Myron’s offerings and increase its marketing and sales efforts to grow the business,” a statement from the investment firm said.

Lederer has about three decades of experience in the promotional products business. He was the CEO of Prime Line before selling it to alphabroder six years ago. He remained as president for three years after the acquisition, leaving the company in December 2020 to pursue other opportunities.

Earlier this year, Lederer ramped up his activity in the industry again when he acquired a co-majority stake in European supplier Premium Square Group (PSG). He also joined the firm’s board. He had been working in an advisory capacity with PSG for the past couple of years but decided that a more formal partnership “would help expand the business in a way that would create significant value to shareholders and customers.”

Still, it’s the move to acquire Myron that represents Lederer’s big leap back into the North American promo market – one about which he is excited.

“The promotional products industry is in my blood, and I’m thrilled that after 30 years in this amazing industry that I will continue following my passion of building, acquiring and scaling teams and businesses,” said Lederer.

Based on estimated 2021 North American promotional product revenue of $74.3 million, Myron ranked 27^th on Counselor’s most recent list of the largest distributors in the industry.