Datamars
Datamars (Datamars SA, Switzerland, founded 1988) is a global RFID technology company serving livestock producers, pet owners and industrial laundries with identification tags, readers, weighing, activity monitoring and cloud data platforms across 21+ countries.
- Company typePrivate
- Founded1988
- HeadquartersAuckland, New Zealand
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Datamars does
Datamars SA is a Swiss-domiciled (Lamone, Switzerland) privately held RFID technology group founded in 1988 that designs, manufactures and sells identification, weighing, monitoring and data-management solutions across three core verticals: livestock management and animal-health delivery, pet identification and reunification, and industrial textile identification. The product stack spans passive and active RFID transponders (LaundryChip, NOVO, ORION, TARA, PersonalChip, Z Tags), EID readers, weigh scales and load bars, activity-monitoring collars (Tru-Test Active Tag), autonomous in-paddock weighing (Tru-Test WOW), GPS pet trackers (Kippy), needle-free injectors (Pulse NeedleFree), fence and farm-infrastructure systems (Speedrite, Stafix, Patriot, Prattley), and supporting cloud platforms such as PetLink for pet reunification and Connecterra for dairy data consolidation.
The company operates a vertically integrated model with transponder manufacturing, injection moulding and electronics assembly in-house across 3 R&D hubs and 6 production hubs in New Zealand, Slovakia, Thailand, Brazil, Spain and Switzerland, supported by regional commercial operations in 21+ countries. Revenue mechanics are predominantly B2B hardware sales — RFID tags, readers, weigh systems, handling equipment and injectors — complemented by subscription-style recurring revenue from cloud software (livestock management platforms, pet reunification databases, dairy analytics). Go-to-market is sales-led, combining direct regional sales teams (ANZ, Latin America, Europe, North America, emerging markets), branded e-commerce storefronts (Tru-Test, Speedrite, Z Tags, PetLink, Textile-ID), and a North American dealer/distributor network (PartnerPlus) with a Trimble/ThingMagic technology partnership for UHF readers.
Growth has been driven by a deliberate acquisition programme (Zee Tags 2014, Simcro 2018, Prattley 2022, Serket majority stake 2022, Kippy 2023, Pulse NeedleFree 2024) and by sustainability positioning, including membership in the Global Roundtable for Sustainable Beef and the Brazilian Roundtable for Sustainable Livestock, and the 2024 launch of the independent Datamars Sustainability Foundation. With approximately 2,000 employees, an installed base of 250+ million RFID tags across 10,000+ installations in 40 countries, and a complete executive refresh in 2025 (new CEO, CFO, CCO Livestock), Datamars is positioning for what management describes as a 'strong 2026' anchored in regulated livestock traceability, smart-farming data services and connected pet wearables.
Datamars firmographics
Firmographics- Name
- Datamars
- Legal name
- Datamars SA
- Website
- https://datamars.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Datamars (Datamars SA, Switzerland, founded 1988) is a global RFID technology company serving livestock producers, pet owners and industrial laundries with identification tags, readers, weighing, activity monitoring and cloud data platforms across 21+ countries.
- Ownership category
- akta.pro rank
Datamars industry classification
Industry- Product category
- RFID Identification and Animal/Textile Management Technology
- NAICS
- Support Activities for Animal Production (115210), Support Activities for Animal Production (11521)
- SIC
- Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Herd Management Software & Identification (RFID, EID, Data Platforms) (AFAAAIAH)
- akta.pro secondary industries
- Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts) (AFAAAFAM), Livestock Identification, Traceability & Recordkeeping Services (Tagging, RFID) (AFAEALAF), Livestock Weighing, Sorting & Handling Facility Services (AFAEALAG), Livestock Identification & Recordkeeping Services (RFID Tagging, Traceability Setup) (AFACAEAH), Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL)
Keywords
Where Datamars is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices9 records
Markets served
Datamars business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Livestock Identification Hardware: Sale of RFID tags, EID tags, visual tags, weigh scales, load bars, and animal handling equipment to livestock producers and farmers.
- Pet Identification Products: Microchips, RFID identification products, GPS trackers, and reunification platform services for companion animals.
- Textile RFID Solutions: Sale of RFID transponders (LaundryChips), readers, antennas, and integrated systems for industrial laundry and textile management.
- Software and Data Platforms: Cloud-based software solutions for livestock management, pet reunification databases, and data analytics platforms.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Datamars product offering
Product offeringCore offering
Datamars develops, manufactures, and sells RFID-based identification hardware (tags, transponders, EID readers, weighing scales, activity monitoring collars, GPS pet trackers, needle-free injectors, fencing systems, animal handling equipment) and complementary cloud-based software/data platforms for livestock management and animal health delivery, pet identification and reunification, and industrial textile identification. Its portfolio spans from patented LaundryChip UHF RFID transponders (used across 10,000+ laundries in 40 countries) to Tru-Test livestock weighing systems and the PetLink reunification platform, integrated with data analytics tools such as Connecterra.
Product overview
Datamars operates as a vertically integrated technology company offering three distinct business units: Livestock Management, Pet Identification and Reunification, and Textile Identification. The Livestock division encompasses Tru-Test weighing and EID solutions, Tru-Test Active Tag activity monitoring collars, Tru-Test Walk Over Weighing (WOW) systems, Z Tags RFID, Speedrite/Stafix fence management, Simcro/NJPhillips animal health delivery, Pulse Needleless Injector, Connecterra data consolidation platform, and Prattley handling equipment. The Pet ID division provides PetLink reunification platform with RFID identification hardware, plus Kippy GPS trackers acquired in 2023. The Textile ID division, originating from the 1990 invention of the LaundryChip, offers the NOVO transponder family (NOVOwork, NOVOlinen), ORION, TARA, and PersonalChip RFID tags, along with portal, cabinet and tunnel UHF reading systems. All divisions are supported by cloud-based software platforms for data management and insights.
Differentiator
Problem solved
Functional benefit
Brands
- Tru-Test: Weighing and EID (Electronic Identification) solutions for livestock management
- Speedrite
- Stafix
- Z Tags
- PetLink
- Patriot
- Simcro
- NJ Phillips
- Connecterra
- LaundryChip
- Pulse Needleless Injector
- Walk Over Weighing (WOW)
Quantifiable outcome
- Bulk scanning of up to 1000 items in less than 10 seconds with 99%+ accuracy
- +5 more outcomes
Companies that use Datamars
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles3 records
Datamars technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Datamars partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and supporting.
- Brazilian Roundtable for Sustainable Livestock (MBPS)flagshipDatamars joined as member to advance sustainable livestock production in Brazil, participating in working groups on traceability, land use, and animal welfare alongside DSM, Cargill, and industry organizations.
- Global Roundtable for Sustainable Beef (GRSB)flagshipDatamars joined GRSB to support sustainable beef production through leadership, science, and stakeholder engagement, aligning with global sustainability goals.
- OSPRIcorePartnership with Agtrac (51% owned by Datamars) to provide streamlined TBFree programme solutions testing 2.6 million animals annually using Datamars Livestock software and hardware.
- AsureQualitycoreNew Zealand government-owned organization using Datamars Livestock cloud software and app to test and track animals for tuberculosis disease, achieving significant productivity gains.
- AgtraccoreAgricultural service provider 51% owned by Datamars developing solutions with Datamars Livestock software, readers, and training for livestock disease tracking.
- The Roslin InstitutecoreWorld-leading institute for animal science research partnering with Datamars on PigBoost developmental project to improve Ugandan pig smallholder productivity through data-driven breeding decisions.
- AbacusBiosupportingGenetics specialists contributing expertise to PigBoost project alongside Datamars, The Roslin Institute, and Ugandan organizations.
- Vetline ServicessupportingUgandan-based veterinary organization partnering on PigBoost project to deliver technology and training to pig farmers.
- Makerere UniversitysupportingUgandan university collaborating on PigBoost project with research and academic support for smallholder pig productivity improvements.
- Panthera BrasilcoreFour-year partnership with Datamars Livestock to reduce jaguar retaliation killings by cattle farmers through electric fence solutions, supporting both conservation and sustainable agriculture.
- ThingMagic (Trimble)coreCollaboration to sell ThingMagic UHF readers as part of comprehensive UHF asset management and tracking system for industrial laundry applications in garment rental, healthcare, hotel, and party rental industries.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Datamars competitors and assessment
Company assessmentDirect peers
- Allflex Livestock Intelligence (Merck Animal Health): Closest direct competitor in livestock visual and electronic identification (ear tags, RFID tags, readers). Acquired by Merck Animal Health in 2019 for ~$3.7B, giving it a far larger R&D budget and global pharmaceutical-distribution channel that competes head-to-head with Datamars Livestock.
- Nedap: Dutch technology company with a strong livestock management division (Nedap Livestock Management) offering cow identification, activity monitoring, and dairy farm automation that directly competes with Tru-Test Active Tag and WOW systems.
- Lely: Global leader in dairy farming automation (milking robots, feeding, barn equipment). Increasingly overlaps with Datamars Livestock in data-driven dairy management, competing for the same large-herd customers and channel partners.
- DeLaval: Large dairy farm solutions provider (Tetra Pak-owned) offering milking, cooling, and herd management technology. Competes with Datamars Livestock in dairy automation and farm infrastructure across global markets.
- HID Global (Animal ID): Offers RFID and identification solutions including animal identification tags and microchips, directly competing with Datamars Pet's microchip and PetLink reunification platform across veterinary and animal shelter channels.
- Tractive: Austrian GPS pet tracker company offering subscription-based activity and location monitoring for dogs and cats. Closely comparable to Datamars' Kippy GPS tracker acquired in 2023, with overlapping consumer pet-tech positioning.
- BouMatic: Global dairy milking equipment and farm management solutions provider that competes with Datamars Livestock in large-herd dairy operations, particularly for integrated farm infrastructure deals.
Broad incumbents
- Avery Dennison (Smartrac RFID): Through its Smartrac acquisition, Avery Dennison is a dominant supplier of UHF RFID inlays and tags for retail, apparel, and industrial applications. Directly comparable to Datamars Textile ID's LaundryChip, ORION, TARA, and NOVO families in the apparel RFID space.
- Impinj: US-based RFID chip and reader platform provider serving retail, logistics, and industrial verticals including some animal ID applications. A relevant infrastructure-level comparable given Datamars' reliance on RFID silicon and reader technology.
Emerging players
- Fi: US-based GPS dog collar company with a strong consumer subscription model. Comparable to Kippy as an emerging pet-tech entrant in the connected pet wearable category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Datamars social profiles
Digital presenceDatamars compliance and trust
Trust signalCompliance4 records
Datamars financial estimates
Financial estimateRevenue estimate
Valuation estimate
Datamars leadership team
Management profileNumber of profiles
Profiles14 records
Datamars subsidiaries and ownership
Company hierarchySubsidiaries4 records
Datamars funding detail
Funding detailFunding overview
Funding rounds7 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Datamars M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Datamars
What does Datamars do?
Datamars develops, manufactures, and sells RFID-based identification hardware (tags, transponders, EID readers, weighing scales, activity monitoring collars, GPS pet trackers, needle-free injectors, fencing systems, animal handling equipment) and complementary cloud-based software/data platforms for livestock management and animal health delivery, pet identification and reunification, and industrial textile identification. Its portfolio spans from patented LaundryChip UHF RFID transponders (used across 10,000+ laundries in 40 countries) to Tru-Test livestock weighing systems and the PetLink reunification platform, integrated with data analytics tools such as Connecterra.
Is Datamars a public or private company?
Datamars is a private company. It is classified as private equity controlled and is currently operating.
When was Datamars founded?
Datamars was founded in 1988. It employs 501 to 1,000 people.
Where is Datamars based?
Datamars is headquartered in Auckland, New Zealand, in the Oceania region.
How does Datamars make money?
Four revenue lines are on record. Livestock Identification Hardware is the primary driver. The others are pet Identification Products, textile RFID Solutions and software and Data Platforms.
Who are Datamars's main competitors?
Direct peers on record are Allflex Livestock Intelligence (Merck Animal Health), Nedap, Lely, DeLaval, HID Global (Animal ID), Tractive and BouMatic. Broad incumbents are Avery Dennison (Smartrac RFID) and Impinj. Fi is listed as an emerging player.
Does Datamars have an API?
No public API is recorded for Datamars.
What industry is Datamars in?
Datamars's product category is RFID Identification and Animal/Textile Management Technology. Its primary akta.pro industry code is AFAAAIAH, Herd Management Software & Identification (RFID, EID, Data Platforms), with a secondary code of AFAAAFAM, Livestock Precision Monitoring Software (Herd/Flock Analytics, Health Alerts). Its NAICS code is 115210 and its SIC code is 700.