Geiger (PPAI 105182, Platinum) – the No. 5 distributor in the PPAI 100 – has announced the acquisition of German distributor WER GmbH.
- The integration process will begin immediately with WER GmbH rebranding to WER GmbH, a Geiger Company.
- While Geiger has successfully completed five acquisitions in the United Kingdom, the acquisition of WER marks the Lewiston, Maine-based firm’s first in Germany.
“Geiger is continuing our strategic path forward in servicing global clients,” says Jo-an Lantz, MAS, president and CEO of Geiger. “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’ll deliver even greater value and innovative solutions to the market.”
“One thing is for certain,” Lantz adds, “Geiger is global. Now more than ever.”
Beneficial Partnership
Launched in 1992, WER GmbH has more than 100 employees and operates six offices and several warehouses across Germany, including in Munich, Cologne and Frankfurt.
Its alignment with Geiger’s service offerings, such as kitting, company stores, international distribution, custom products, in-house decoration and warehousing, will further enhance the range of services available to the newly combined customer base.
“We have known Geiger as a global leader for many years and it has proven itself to operate with honesty and integrity, sharing the same values and culture as WER,” says Alex Heinecke, CEO of WER GmbH.
“These qualities are vital to working in our marketplace and within our customer base. Geiger’s global network and industry leadership will provide our clients with enhanced services and offerings. We’re confident that this partnership will be beneficial for our customers and employees alike.”
- Heinecke will continue to lead the division under the new ownership.
- All WER GmbH employees have been retained by Geiger, including CFO Marc Strickrodt and director Mirco Häßlich.
“We’re thrilled to welcome WER GmbH to the Geiger family,” says Vicky Kinasz, vice president and managing director of Geiger International. “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.”
Global Expansion
This strategic move marks a significant milestone in Geiger’s ongoing international growth strategy, significantly strengthening its presence in Europe.
Geiger has truly ramped up M&A activity this year, acquiring California-based distributor O2 Marketing + Design and New York-based distributor Broadway Marketing.
