Geiger (asi/202900) is continuing to expand its footprint internationally.

The Lewiston, ME-headquartered Top 40 promo products distributor’s division in the United Kingdom has acquired Brandam, a distributorship based in Welwyn Garden City, Hertfordshire, England. Financial terms of the deal were not released.

While the U.K. economy is experiencing economic challenges that include inflation, a looming recession and continued fallout from Brexit, Geiger executives said businesses there are continuing to market and invest in promo. There’s market share to be gained, and this strategic acquisition helps advance that objective for Geiger and Brandam, the companies maintained.

“Clients demand sophisticated technical systems, integrations and cyber protection,” said Jo-an Lantz, president/CEO of Geiger and a member of Counselor’s Power 50 list of promo’s most influential people. “They also demand local support and creative, sustainable marketing. Bringing Geiger and Brandam together we can offer all that and more. The coupling of Geiger and Brandam combines what we both do best to provide greater services to our clients.”

Paul and Gail Copping, former owners of Brandam, will remain with the distributorship during a defined transition period. Brandam has been around for about 20 years, specializing in branded gifts.

“We are delighted to place Brandam in the trusted and experienced hands of Geiger,” said Paul Copping. “We are confident that Geiger will continue to offer our valued clients the highest standards of service and the innovative merchandise choices they are accustomed to.”

Geiger first made a big splash in the U.K. promo world in 2018 when it acquired what was then the largest independently owned distributor in the United Kingdom, BTC Group. That acquisition provided the foundation for Geiger UK, the Top 40 firm’s British division that has been active acquiring a handful of other distributors in the United Kingdom in recent years.

Thinking of selling your #promoproducts business? Want to acquire another? Then read this industry-specific M&A primer first for top strategies and mistakes to avoid. https://t.co/6fIpJVh4wS @ASI_MBell @asicentral

— Chris Ruvo (@ChrisR_ASI) October 18, 2022

Vicky Kinasz is managing director of Geiger UK, whose acquisitions have included Lancewich, Shout Promotional Merchandise, and Response Marketing. In recent years Geiger has also made domestic acquisitions, including Illinois-based CM Promotions and Pennsylvania-based GiveMeFive.com.

When it comes to acquisitions, Geiger expects to remain aggressive if the business and cultural fit with potential partners is right.

“We have a clear, defined strategy on how we need to support our customers, as well as grow,” said Lantz. “An aspect of that strategy is organic, with the teams we currently have. Another aspect is aligning ourselves with strong companies who share a similar culture and creativity.”

According to Counselor’s 2022 State of the Industry report, some larger North American-based promo products distributors have been increasingly focused on growing their businesses internationally – in both the U.K. and Europe and elsewhere.

Based on reported 2021 North American promo product revenue of $243.7 million, Geiger ranked ninth on Counselor’s most recent list of the largest distributors in the industry.