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Digital embellishments with Embelex

Recent acquisition of woven and heat transfer label production facility puts Embelex in a strong position for growth.

11th April 2022

Innovation in Textiles
 |  Mentor, OH, USA


Embelex is a new range of apparel embellishment products and services for fashion, footwear and apparel brands from Avery Dennison of Mentor, Ohio, supporting customisation, personalisation, and smart solutions.

Avery Dennison is a global supplier of on-product branding and supporting technology, helping bring brands, institutions and sports teams to life through heat transfers, embroidery, patches and badges. The company recently announced the continuation of its contract to supply the UK’s Premier League football 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’s app.

With Embelex, Avery Dennison is providing 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.

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 (RTV Print), which is based in the Netherlands and Turkey. Rietveld 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.

The custom apparel market is set to accelerate at a CAGR of 5.8% by 2025, with incremental growth of US$1.13 billion, according to industry analysis.

 “Speed and scalability are at the heart of the Embelex offer,” said Avery Dennison vice president and general manager Steve Mason. “Brands and organisations want to customise products, but they also want on-demand manufacturing, just-in-time delivery, and as little waste as possible. 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.”

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