GeigerBTC, a U.K.-based subsidiary of Top 40 distributor Geiger (asi/202900), announced Tuesday that it has acquired Lancewich – a promotional products distributorship in Berkshire, England. Financial terms of the deal were not released.

Lancewich has been in the promo industry for the more than 30 years. The firm serves a variety of multi-national clients. Executives felt that joining GeigerBTC would provide an ongoing solution for best serving those high-profile, global accounts.

Nicholas Martin and Jessie Wong of Lancewich with Frank Murphy of GeigerBTC.

“Finding the right company to continue giving our clients the same level of care locally, nationally and internationally was paramount,” said Lancewich Director Nicholas Martin. “Geiger shares exactly the same business principles as Lancewich.”

GeigerBTC Managing Director Frank Murphy said the acquisition will broaden opportunities for both Lancewich and Geiger. “Lancewich is a long-established and highly regarded name, and I am delighted that Nicholas felt that we could continue to service his clients as well as he has done over many years,” Murphy said.

More acquisitions for GeigerBTC could be in the cards. “We will continue to seek similar exciting opportunities throughout 2020 and beyond,” Murphy said.

A family-run business based in Lewiston, ME, Geiger expanded into the U.K. with the acquisition of the firm now known as GeigerBTC in March 2018. Since then, with Geiger’s backing, GeigerBTC has made four acquisitions of other U.K. ad specialty distributors. Prior to the Lancewich deal, the most recent acquisition occurred in October, when GeigerBTC bought London-based Shout Promotional Merchandise.

With reported 2018 North American promotional product revenue of $210.6 million, Geiger ranked 10th on Counselor’s latest list of the largest distributors in the industry.