Avery Dennison unveils Embelex for on-product branding


Avery Dennison has launched Embelex – a full-service ecosystem for on-product branding.

Embelex supports customisation, personalisation, and smart solutions in the apparel, footwear, and accessories manufacturing markets.

Avery Dennison helps bring brands, much-loved institutions, and sports teams to life through heat transfers, embroidery, patches, and badges. The company recently announced the continuation of its contract to supply Premier League official shirt names, numbers, and sleeve badges for on-pitch and retail. These badges have built-in smart technology that allows users to scan the badge to reveal hidden content on the Premier League app.

Now with Embelex, a journey of rapid growth is planned, positioning Avery Dennison as a leader in the supply of digitally enabled physical embellishments, as well as the software and manufacturing capability to provide everything a brand or organisation needs to celebrate its name, personalise products in its ranges and create digital experiences to connect with consumers through on-garment branding.

Steve Mason, vice president, and general manager, EMEA & Americas and Embelex lead at Avery Dennison, said: “Speed and scalability are at the heart of the Embelex offer. Brands and organisations want to customise products, but they also want on-demand manufacturing, just-in-time delivery, and as little waste as possible to meet their sustainability credentials. Embelex exceeds these expectations. Our global footprint also enables us to provide world-class service to apparel factories, which in turn enables them to provide world-class value to their customers.”

Jeremy Bauer, global commercial director, Embelex at Avery Dennison, added: “Our on-product branding is already seen around the world on some of the biggest names in sports, including English Premier League, Futbol Club Barcelona and Real Madrid. But Embelex reach extends far beyond the pitch, from high fashion brands to high street retailers where leading designers, brands, and apparel suppliers are using decorative elements to bring their designs to life.”

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