Avery Dennison has introduced Embelex, a full-service ecosystem for on-product branding which the company says will support customisation, personalisation, and smart solutions across the apparel, footwear and accessories manufacturing markets.

Avery Dennison already has considerable experience when it comes to 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.

Research suggests the custom apparel market is set to grow at a CAGR of 5.8% through to 2025, and that 84% of consumers are interested in custom products. Avery Dennison believes that 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.

The company hopes that Embelex will allow it to develop into 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 is Avery Dennison’s vice president and general manager for EMEA and the Americas, as well as the company’s Embelex lead. He commented, ‘Speed and scalability are at the heart of the Embelex offer. Brands and organizations 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.’