Geiger Acquires WER GmBH
The acquisition extends the promotional products distributor's reach in Europe.
Geiger, a family-owned and Maine-based global promotional products distributor, is pleased to announce the acquisition of WER GmbH, a branded merchandise and apparel distributor based in Senden, Germany.
According to Geiger, this strategic move marks a significant milestone in its ongoing international growth strategy, significantly strengthening its presence in Europe.
WER GmbH, established in 1992, operates with a dedicated team of over 100 employees across six offices and several warehouses throughout Germany, including major cities such as Munich, Cologne, and Frankfurt.
WER GmbH’s alignment with Geiger’s service offerings — including kitting, company stores, international distribution, custom products, in-house decoration, and warehousing — is said to further enhance the range of services available to the newly combined customer base.
The integration process will begin immediately, with WER GmbH rebranding to WER GmbH, a Geiger Company.
“We have known Geiger as a global leader for many years and they have proven themselves to operate with honesty and integrity and share the same values and culture as WER. These qualities are vital to working in our marketplace and within our customer base,” said Alex Heinecke, CEO of WER GmbH. “Geiger’s global network and industry leadership will provide our clients with enhanced services and offerings. We are confident that this partnership will be beneficial for our customers and employees alike.”
Commenting on the acquisition, Vicky Kinasz, vice president/managing director of Geiger International, stated, “We are thrilled to welcome WER GmbH to the Geiger family. This acquisition further expands our international presence and enhances our capabilities in key markets. The synergy between our organizations will create new opportunities for innovation and growth, further benefiting our many international clients.
All employees have been retained by Geiger, including Marc Strickrodt, CFO, and Mirco Häßlich, director, along with Alex Heinecke, CEO of WER GmbH, who will continue to lead the division under the new ownership. The expertise and leadership of WER GmbH’s executive team will be instrumental in ensuring a seamless transition and driving future growth.
“Geiger is continuing our strategic path forward in servicing Global clients. WER GmbH culture, commitment to the highest service, quality, and ESG standards exceeded our expectations. By leveraging the strengths and resources of both organizations, we will deliver even greater value and innovative solutions to the market,” stated Jo-an Lantz, president and CEO of Geiger. She continued with, “One thing is for certain, Geiger is global. Now more than ever.”
While Geiger has successfully completed five acquisitions in the U.K., the acquisition of WER marks their first in Germany.
