Geiger (asi/202900) is again growing its footprint in the United Kingdom’s promotional products market.

The Lewiston, ME-headquartered Top 40 firm has acquired England-based Firebrand Promotions, a distributor about 17 miles south of central London in Leatherhead, Surrey. Financial terms of the deal were not released.

Founded in 2002, Firebrand has won loyal clients through stellar service and a commitment to advancing sustainable practices and products in the branded merchandise space, according to Geiger. All Firebrand employees are remaining post-acquisition.

Executives said Firebrand will benefit from being under the Geiger umbrella by having wider distribution channels and a larger platform from which to build and strengthen its market presence. Effective July 12, Firebrand will be known as “Firebrand Promotions – A Geiger Company.”

“By leveraging Geiger's industry prominence, we can amplify our reach and improve value for our customers, while maintaining our unwavering commitment to sustainability,” said Andrew Bourne, managing director at Firebrand Promotions. “Together, we will raise the bar in our industry and make an even more significant impact.”

“By merging our strengths and expertise, we can deliver even greater value to our customers while driving positive change in the promotional products industry.” Vicky Kinasz, Geiger.

For sure, Firebrand’s focus on sustainable practices was one important factor that made the firm an attractive acquisition prospect. While sustainability initiatives in promo are quickly picking up steam in North America, Europe is ahead on eco efforts, a phenomenon propelled in part by the fact that many clients there expect environmental consciousness in product composition and production to be a given, industry executives have said.

“We are delighted to have Firebrand join us, as their dedication to sustainability closely aligns with our own values,” said U.K.-based Vicky Kinasz, managing director of Geiger International. “By merging our strengths and expertise, we can deliver even greater value to our customers while driving positive change in the promotional products industry.”

Geiger entered the U.K. promo market with a splash in 2018 through the acquisition of the distributorship then known as BTC Group. That acquisition has served as a platform for sales expansion in the United Kingdom. In all, Geiger has made five acquisitions in the U.K. since 2018.

A fifth-generation family-owned business, Geiger has also been busy buying distributorships in North America. Its latest stateside deal, announced in January, involved the acquisition of Tukwila, WA-based Incentives by Design (asi/230875). Geiger has offices in the U.S. and Europe and is affiliated with more than 450 independent sales representatives.

“Many of the world’s largest brands rely on our services to meet their entire branded apparel and branded merchandise requirements,” said Geiger President/CEO Jo-an Lantz, a member of Counselor’s Power 50 list of promo’s most influential people. “Our expansive distribution centers and local sales force play an important role in delivering prompt, localized service to customers who operate on a global scale.”

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