Two strong brands join forces: Pagani Pens acquires SENATOR

A new chapter begins for SENATOR on 1 August 2026: as part of a transfer-based restructuring, the Swiss company Pagani Pens SA is taking over the business operations of the Groß Bieberau-based promotional writing instruments manufacturer. The key points are likely to be of particular interest to the industry: the long-established brand will be retained, the production site in Germany will continue to operate, and around 120 jobs will be safeguarded. For customers and sales partners, too, little is set to change for the time being. SENATOR will continue to exist as an independent brand with its own market positioning and identity. At the same time, being part of the internationally positioned Pagani Pens Group opens up additional opportunities in development, production and sales.

Both brands will remain independent

With SENATOR and PRODIR, Pagani Pens will in future bring together two established brands for promotional writing instruments that serve different market segments. PRODIR will continue to stand for premium products, design, innovation and Swiss quality. SENATOR will remain focused on high-quality, competitively priced promotional writing instruments for high-volume projects and customisation. “Our aim is explicitly not to merge these identities, but to further strengthen them,” explains Tom de Kleyn, Chief Commercial Officer at Pagani Pens. The company sees these differing market positions as an opportunity to offer distribution partners and end customers a broader portfolio.

‘Made in Europe’ as part of the strategy

Also noteworthy is the importance placed on in-house manufacturing. Both brands have production sites in Europe: PRODIR in Switzerland, SENATOR in Germany. From product development and component manufacturing through to assembly, printing and customisation, key stages of the value chain remain in-house. Pagani Pens is expressly committed to maintaining and expanding this industrial expertise. COO Rossana Porotti highlights the strategic value of manufacturing know-how and production close to customers. SENATOR Managing Director Daniel Jeschonowski sees “enormous potential” in the merger and a long-term outlook for the companies, employees and customers.

Solution hailed as a success of the restructuring

Insolvency administrator Julia Kappel-Gnirs, a partner at hww hermann wienberg wilhelm Rechtsanwälte, also regards the solution as a success of the restructuring. The cooperation between customers, suppliers and staff helped to secure a strategic investor within a short space of time and to continue business operations whilst safeguarding jobs. For Pagani-Pens owner Giorgio Pagani, SENATOR is a brand steeped in tradition, which is to be further developed in the long term in collaboration with PRODIR.

More about the companies at: www.paganipens.com • www.senator.com

Picture above: Delighted with the agreement (from left): Pagani Chief Commercial Officer Tom de Kley, Pagani Pens Managing Directors Alessio Marotta and Rossana Porotti, Daniel Jeschenowski (Managing Director of Senator), Dr Draglica Banovic (hww) and Claus Nuernberg (WED Plus). Pictures: Pagani Pens