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Avery Dennison targets fashion market with new Embelex product embellishment service

Tom Bottomley
08 April 2022

Branding and manufacturing company Avery Dennison has launched a new product embellishment system for apparel and footwear called Embelex, which will “push the boundaries of apparel customisation and personalisation”.

The launch of Embelex follows Avery Dennison’s recent acquisition of Rietveld (RTVPRINT), a woven and heat transfer label production facility for embellishment services, which is based in the Netherlands and Turkey.

Avery Dennison is already a global supplier of on-product branding and supporting technology, helping bring brands and sports teams to life through heat transfers, embroidery, patches and badges.

The launch of Embelex will now see the company put a focus on fashion brands and retailers, where customisation can give them a point of difference.

Jeremy Bauer, Global Commercial Director, Embelex at Avery Dennison RBIS, said: “Our on-product branding is already seen around the world on some of the biggest names in sports, including the English Premier League, Barcelona and Real Madrid.

“But Embelex’s 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.”

In the past three years, the size of Avery Dennison’s on-product branding business has doubled due to the demand for its services. Through its own research, the company has discovered fashion and sportswear brands want to offer differentiated SKUs, such as personalised prints and applications, to “stay relevant and competitive in today’s crowded apparel market”.

Additionally, global research by Accenture has found that 84% of consumers are interested in personalised products, and many would not hesitate to pay more to get them.

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