PromZ Vak 4 · 2026 · English edition

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Pagani Pens SA acquires SENATOR

SENATOR GmbH is entering a new chapter in its decades-long history. Effective 1 August 2026, the company’s business operations will be transferred to Pagani Pens SA as part of a restructuring through a business transfer. The transaction creates one of the leading groups in the European promotional writing instruments sector by bringing together two established brands, PRODIR and SENATOR, combining their respective strengths and further expanding their international market position.

The transaction secures the future of one of the industry’s best-known brands , preser ves the important European production site in Groß-Bieberau and safeguards valuable industrial expertise, as well as approximately 120 highly skilled jobs. For a region in which SENATOR has been firmly established for decades, this represents an important sign of stability and long-term confidence. SENATOR will continue to operate as an independent brand within the Pagani Pens Group, retaining its own identity, market positioning, customer relationships and commercial approach, while benefiting from the resources, industrial strength and long-term commitment of a strong industrial group. A key element of the acquisition is the preservation of production capacity within Europe. PRODIR and SENATOR operate their own production facilities in Switzerland and Germany respectively. Key stages of the production process, from product development and component manufacturing to assembly, printing and personalization, are carried out in-house.

Rossana Porotti and Alessio Marotta, Managing Directors of Pagani Pens, and Tom de Kleyn, Chief Commercial Officer of Pagani Pens SA, said in a joint statement:

“From the very beginning, we saw SENATOR as much more than an acquisition opportunity. We saw a respected brand, a highly skilled team, valuable industrial expertise and strong customer relationships that deserve a long-term future. This acquisition enables us to preserve these strengths, safeguard employment and create a platform from which both SENATOR and PRODIR can continue to grow and develop together.”

Rossana Porotti, Chief Operating Officer and Co-Managing Director of Pagani Pens SA, said:

“We firmly believe that industrial expertise and manufacturing capabilities are strategic assets that must be preserved. This acquisition enables us to safeguard valuable expertise, keep production close to our customers and support highly skilled employment in Europe. By building on the strengths of each company, we are creating the conditions for SENATOR and PRODIR to continue growing, innovating and investing in the future.”

The combination brings together two companies that have represented quality, innovation, sustainability and long-term customer partnerships for decades. While PRODIR is internationally recognized for its outstanding design and expertise in brand communication, SENATOR complements the group with its strong market position, highly integrated manufacturing capabilities and decades of experience in the development and production of premium promotional writing instruments. Within the new structure, both PRODIR and SENATOR will retain their own identities, positioning and approaches to the market. PRODIR will continue to focus on the premium segment, with a strong emphasis on design, innovation, sustainability and Swiss-made quality. SENATOR will be further developed as a reliable, high-quality and highly competitive partner for volume projects and personalized promotional writing instruments. The two brands will therefore remain clearly differentiated, while benefiting from the strength, expertise and resources of a broader industrial group.

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