A new range of apparel embellishment products and services are now available for fashion, footwear and more. Avery Dennison has launched a full-service ecosystem for on-product branding, Embelex, which supports customization, personalization, and smart solutions in the apparel, footwear, and accessories manufacturing markets.
As a leader in innovation and materials science, branding, and manufacturing Avery Dennison Corp., Mentor, OH/USA, recently announced the continuation of its contract to supply Premier League official shirt names, numbers, and sleeve badges for on-pitch and retail in England. 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 in the supply of digitally enabled physical embellishments, as well as the software and manufacturing capability. Digitally-enabled branding elements such as ‘smart heat transfers,’ allow consumers to scan a label or transfer, using a phone, to access product information that enriches the end-user experience.
In the past 3 years, the size of Avery Dennison’s on-product branding business has doubled due to the demand for its services. New sites have opened - for woven press and heat transfer services – and the company recently acquired Rietveld Serigrafie, Zoeterwoude Rijndijk/Netherlands. Rietveld specializes in in-house designed and manufactured crests, heat transfers, and decorative sublimations, along with embellishment application and the provision of an end-to-end service to the team sportswear market.