Given the economic uncertainty stemming from the global trade war, it may seem ambitious to establish a new supplier right now.
But with Jeff Lederer’s track record, who’s going to doubt him?
The 30-plus-year veteran of the promotional products industry, who propelled Prime Line to incredible heights, has gone to market this week with Premium Square USA (PPAI 277161), formerly known as MyPromoPartner.
- When GIG Myron Holdings, which Lederer is a principal in, acquired PPAI 100 distributor Myron in 2023, its supplier division MyPromoPartner was included in the transaction.
- In 2017, Lederer sold Prime Line to alphabroder, which has since been acquired by S&S Activewear. He stayed on as president of Prime Line until 2020.
Although MyPromoPartner didn’t fit into his vision for Myron’s turnaround, Lederer says reconnecting with suppliers he’s worked with over the years, developing new products and his involvement with Netherlands-based supplier Premium Square Europe (he’s co-owner and sits on the board) inspired him to give the firm an overhaul.
“I like helping people, building businesses, solving puzzles and creating opportunities where I see them, and that’s what I’m seeing here,” Lederer says.
Jeff Lederer
Co-owner, Premium Square USA
A Familiar Face
With his hands already in so many pots, Lederer, who has been working on Premium Square USA’s launch since October, has turned to fellow industry veteran Michael Reisbaum to serve as managing director.
Reisbaum’s first role on the supplier side was as national account manager at Prime Line about a decade ago. Since then, among other roles, he’s been a territory sales manager at PPAI 100 supplier Showdown Displays, vice president at PPAI 100 supplier Blue Generation and vice president of business development at PPAI business services member Delegate CX.
- He’s also a former president of the Specialty Advertising Association of Greater New York.
“I always brought this distributor focus with me that didn’t always jive 100% with how suppliers ran their businesses,” Reisbaum says. “I knew that the way to build a really dependable, reliable supplier business was to make sure the distributor knew they came first. We don’t succeed unless they succeed, and they don’t succeed unless we do a really good job for them and make them look good for their end-user client.”
Michael Reisbaum
Managing Director, Premium Square USA
The duo believes they’re offering a unique product assortment: European-designed giftware, drinkware, metal pens, calendars, technology products and bags from Bagito, a Certified B Corp that produces bags made from 100% recycled and natural materials while focusing on educational give-back programs.
- From value-driven basics to high-end European products, distributors can access the best of both worlds, Lederer says.
- The firm, which has a fully stocked warehouse and decoration facility in Fayetteville, North Carolina, also offers customized, low-minimum order quantity options curated directly from global factories.
The company can also leverage its relationship with Premium Square Europe to meet international needs. “It’s essentially a sister company working in concert with global programs and distribution, if needed,” Lederer says. “We just want to learn and understand what distributors need because there are many areas where we can help service them.
“I hope that it’s refreshing for distributors to know they not only can trust us but also have a reasonable range of items that are interesting, different and conversation starters.”
White-Glove Service
Despite Premium Square USA’s coming out party being the same week as President Donald Trump’s unveiling of global reciprocal tariffs, the duo isn’t fazed.
“It’s a level playing field,” Reisbaum says. “The reality is that most goods coming in are from China, so every supplier is dealing with the same issues. What’s going to set us apart is not only some of the products and styles we’re bringing in but also our focus on a white-glove, concierge-level service.
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“Distributors get calls from their clients at the 11th hour, saying, ‘I just need to change the time or the date or the location or the color.’ We’re going to be as nimble and as adaptable as we can with personalized service, really trying to make sure the end user is pleased with the success of the entire product. That’s what we’re all about.”
Rather than the direct impact of tariffs driving up costs for suppliers, the biggest concern at the moment is overall economic uncertainty, Lederer adds.
“Some distributors may be seeing hesitation with their customers,” he says. “Well, we can be nimble enough to help them out. [Given our experience,] there’s also a trust factor. They’re going to feel good about working with us even though we’re not as large as some of the top suppliers out there.”
- As for the future, Premium Square USA plans to add warehousing, kitting and e-commerce store capabilities.
- The firm is also committed to expanding its product portfolio with innovative designs.
But, as of right now, its primary focus is the distributor experience, emphasizing exceptional attention to detail, responsiveness and personal support.
“We’re relying on the relationships we’ve had for 30 years to help support us because we want to grow and we want to help distributors grow,” Lederer says. “Every order counts. We’d love distributors to be part of this new story and help grow this company together.”
