Top 40 distributor Geiger (asi/202900) has acquired Broadway Marketing, an Albany, NY-based distributorship that’s been in business since 1956. Financial terms of the deal were not released.

Broadway Marketing will now go to market as Broadway Marketing, a Geiger Company.

“We are so pleased to welcome Broadway Marketing to the Geiger family,” said Chris McKee, Geiger’s chief revenue officer. “This acquisition demonstrates our continued growth and will allow us to further enhance our service offerings to customers on the East Coast and beyond.”

The former owners of Broadway Marketing, Leslie Baker and Geoffrey Patack, are continuing with the firm in leadership roles.

“We are excited to join forces with Geiger, a global leader in the promotional products industry, yet a family-owned business like ours,” said Baker, president & CEO of Broadway Marketing. “With access to Geiger’s suite of technology and e-commerce solutions, this acquisition will enable Broadway to provide an elevated range of services to our clients.”

Headquartered in Lewiston, ME, Geiger is now into its fifth-generation of Geiger family ownership/leadership. The firm has been active in recent years making acquisitions domestically and abroad, particularly in the United Kingdom, where its Geiger U.K. division is a sizable industry force.

“This acquisition demonstrates our continued growth and will allow us to further enhance our service offerings to customers on the East Coast and beyond.” Chris McKee, Geiger

For instance, in 2023, Geiger acquired Incentives by Design in Tukwila, WA and Firebrand Promotions in Leatherhead, Surrey, U.K. Geiger has made five acquisitions in the U.K. since entering that geographic market in 2018, all while continuing to buy distributors domestically, too.

“These strategic acquisitions demonstrate Geiger's deep commitment to both domestic and global expansion, ensuring customers worldwide have access to the best possible products, services, and talent,” the company said in a statement.

Based on reported 2022 North American promotional product revenue of $327 million, Geiger ranked 9th on Counselor’s most recent list of the largest distributors in the industry. Geiger operates from offices in the U.S. and Europe and is affiliated with more than 450 independent sales representatives. The firm has prioritized sustainability.