Avery Dennison unveils Embelex

Textile Solutions

Avery Dennison has announced the launch of Embelex, a full service ecosystem for on-product branding. Embelex supports customisation, personalisation, and smart solutions in the apparel, footwear, and accessories manufacturing markets.

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.

In the past three 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, which specialises 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.

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.

Steve Mason, vice president, and general manager, EMEA and Americas and Embelex lead at Avery Dennison RBIS, 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.’