National Pen Company

What National Pen Company does

National Pen Company, operating primarily through its Pens.com brand, is a B2B e-commerce provider of customized promotional products founded in 1966 and headquartered in Shelbyville, Tennessee. The company is a wholly-owned subsidiary of publicly traded Cimpress plc (NASDAQ: CMPR) and operates as part of Cimpress's promotional products category, which generates approximately $700 million in annual revenue. National Pen sells directly to small and mid-sized businesses via a self-serve e-commerce platform across 22+ localized country storefronts spanning North America, Europe, and Oceania, complemented by phone sales support (1-866-900-7367) and live chat.

The product portfolio spans more than 1,000 customizable SKUs across pens and writing instruments, drinkware, bags, stationery and office supplies, apparel (including licensed brands such as The North Face, Nike, and Carhartt), technology accessories, keychains and tools, home and outdoor items, and gift sets. Customization is delivered through a broad in-house decoration capability — laser engraving, screen print, heat transfer, pad print, embroidery, sublimation, deboss, hot stamping, foil transfer, full-color inkjet, and the proprietary Design Wrap method that enables 360-degree surface branding — supported by the Design Genius Team that produces free digital proofs and the Perfect Print Promise quality guarantee. The company also markets the Made With Purpose sustainability collection and a Low & No Minimum line targeting micro-businesses.

The revenue model is transactional: per-unit pricing with volume-based tiered discounts (e.g., $2.63 down to $1.91 at 2,000-unit volumes on the Recycled Jotter & Pen) plus per-order setup charges (~$39.95), with no subscription or contract lock-in. Customer mix is heavily weighted to SMBs across verticals including healthcare, education, real estate, hospitality, legal, and dental. Go-to-market is digital-first via content marketing, SEO across country-specific domains, email capture with a 15% first-order incentive, paid social on Facebook, Instagram, LinkedIn, and YouTube, Trustpilot-driven reviews with a sweepstakes incentive, and discount-code campaigns (e.g., SAVEMORE offering tiered $50–$150 off thresholds). Distribution is exclusively direct-to-consumer through Pens.com and its international variants, with production and fulfillment handled through Cimpress's shared manufacturing and supply chain infrastructure. In January 2026, Bryan Kranik (also CEO of Cimpress sister BuildASign) assumed the CEO role, replacing Peter Kelly after nearly 20 years, alongside an expanded collaboration with BuildASign and VistaPrint under shared Cimpress capabilities.

Name

National Pen Company

Legal name

National Pen Co. LLC

Website

https://pens.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

National Pen Company, founded in 1966 and a subsidiary of Cimpress plc, sells customized promotional products — pens, drinkware, bags, apparel, and stationery — directly to small and mid-sized businesses through its Pens.com e-commerce platform spanning 22+ country storefronts.

Ownership category

akta.pro rank

Product category

Promotional Products

NAICS

Office Supplies and Stationery Retailers (459410), Gift, Novelty, and Souvenir Retailers (45942), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Pens, Pencils & Other Artists' Materials (3950), Wholesale-Durable Goods, Nec (5099)

akta.pro primary industry

Office, Stationery & Craft Supplies DTC (CRAFACAL)

akta.pro secondary industries

Stationery & Office Paper Products (notebooks, pads, forms) (IMAMAHAG), Specialty Paper Packaging (Gift Boxes, Luxury Cartons, Composite Paper Cans) (IMALACAI), Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Promotional products
• Custom printing
• Branded merchandise
• Advertising specialty products
• Personalized stationery

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Custom Promotional Products Sales: Primary revenue stream from selling customized promotional products including pens, bags, drinkware, stationery, apparel, and other branded merchandise to businesses. Revenue is generated through per-unit pricing with volume discounts, setup charges per order, and tiered minimum order quantities.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

National Pen Company sells custom-branded promotional products to businesses through its Pens.com e-commerce platform. Its catalog of more than 1,000 customizable SKUs spans pens and writing instruments, drinkware, bags, stationery and office supplies, apparel, keychains and tools, technology accessories, home and outdoor items, and gift sets, each personalized with the buyer's logo via multiple decoration methods (laser engraving, screen print, embroidery, Design Wrap, etc.). Orders are supported by in-house design services, low minimum order quantities, volume-tiered pricing, and the Perfect Print Promise and Low Price Guarantee.

Product overview

National Pen Company operates Pens.com as its primary e-commerce platform offering custom promotional products. The platform provides a comprehensive portfolio of branded merchandise including Pens & Writing, Drinkware, Bags, Stationery & Office, Apparel, Keychains & Tools, Technology Products, Home & Outdoor items, and Gift Sets. Products are customizable through various printing methods (laser engraving, full color, screen print, design wrap, heat transfer, pad print, embroidery, sublimation, deboss, hot stamping, foil transfer) via the Design Genius Team service. The company differentiates through its Perfect Print Promise quality guarantee and offers Low & No Minimum order options for small businesses. The Made With Purpose collection provides eco-friendly alternatives including FSC certified, recycled, and renewable products. Founded in 1966, the company serves businesses seeking branded promotional merchandise with fast turnaround times and flexible order sizes.

Differentiator

Problem solved

Functional benefit

Products and services

• Pens & Writing Custom promotional pens and writing instruments, including plastic pens, metal pens, retractable pens, capped pens, twist pens, rollerball pens, gel ink pens, ballpoint pens, soft touch pens, engraved pens, stylus pens, fidget pens, antimicrobial pens, light up pens, Design Wrap pens, and pen refills, plus highlighters, permanent markers, dry erase markers, and pencils. Targeted at businesses ordering branded writing instruments for marketing and giveaways.
• Drinkware Custom drinkware products including ceramic mugs, stainless steel mugs, campfire mugs, glass mugs, stainless steel tumblers, plastic tumblers, water bottles (plastic, stainless steel, aluminum, glass), travel mugs, thermoses, stadium cups, can coolers, wine glasses, bar glasses, shot glasses, and reusable straws. Targeted at businesses ordering branded drinkware for events, employee gifts, and customer giveaways.
• Bags Custom promotional bags including reusable shopping bags, canvas tote bags, cotton tote bags, jute tote bags, zippered tote bags, recycled tote bags, insulated tote bags, wine tote bags, messenger bags, drawstring bags, cooler backpacks, coolers, lunch bags, laptop backpacks, sling bags, backpacks, fanny packs, toiletry bags, duffel bags, sports bags, paper bags, and clear bags. Select bag SKUs available with minimum order quantities as low as 12 units.
• Stationery & Office Custom business stationery and office supplies including wall calendars, desk calendars, planners, notebooks, journals, notepads, presentation folders, document holders, padfolios, lanyards, badges, sticky notes, magnets, bookmarks, calculators, rulers, desk organizers, mouse pads, business card holders, greeting cards, and holiday cards.
• Apparel Custom branded clothing including t-shirts, polo shirts, dress shirts, sweatshirts, hoodies, jackets, vests, caps, beanies, scarves, gloves, sweatpants, and workwear, featuring brands such as The North Face, Adidas, Nike, Carhartt, Under Armour, Columbia, American Apparel, Port Authority, Gildan, and Eddie Bauer.
• Keychains & Tools Promotional keychains and tools including plush keychains, novelty keychains, plastic keychains, metal keychains, carabiners, bottle openers, flashlights, LED lights, flashlight keychains, multi-function tools, screwdrivers, knives, rulers, tape measures, and automotive accessories.
• Technology Products Tech promotional items including USB flash drives, wireless chargers, power banks, cases, bags, organizers, earbuds, headphones, speakers, and tech accessories.
• Home & Outdoor Home and outdoor promotional products including plush toys, home accessories, games, piggy banks, blankets, ornaments, kitchen utensils, aprons, pet supplies, golf products, sunglasses, towels, umbrellas, fans, misters, BBQ sets, beach gear, camping items, personal care products, stress balls, and first aid items.
• Gift Sets & Food Gifts Gift sets and food gifts including seed packets, candies, mints, snacks, beverage sets, gift boxes, gift bags, wrapping paper, Easter gifts, Christmas gifts, ornaments, and decorations.
• Design Wrap Collection A product collection across pens, stationery, and drinkware featuring full-color designs wrapped around the product for 360-degree branding visibility, with 99+ stock designs available or custom designs.
• Low & No Minimum Products Collection of promotional products available with low or no minimum order quantities, allowing small businesses to order smaller batches for special occasions without excess inventory.
• Made With Purpose Collection Environmentally conscious product lines including FSC certified products, recycled products, renewable products, and responsibly sourced items across pens, bags, drinkware, stationery, and apparel categories.
• Sale & Clearance Items Discounted promotional products including limited-time promotional offers, clearance items with up to 70% off, monthly deals, and hot deals across the National Pen product catalog.
• Design Genius Team In-house professional design service that creates custom mockups for customers who upload their logo, providing free digital proofs delivered within hours as part of the custom design workflow.

Quantifiable outcome

• Promotional bags generate 3,300 ad impressions over their lifetime at a cost of under 2/10 of a cent per impression when costing $5
• +4 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• VistaPrintcoreStrategic or Co-development Partner · 13 January 2026Cimpress plc announced expanded collaboration between its subsidiaries National Pen, BuildASign, and VistaPrint, deploying shared manufacturing and supply chain capabilities to strengthen position in promotional products, signage, and packaging markets. This partnership enables operational synergies and shared fulfillment infrastructure across the Cimpress family of brands.
• BuildASigncoreStrategic or Co-development Partner · 13 January 2026Cimpress plc announced expanded collaboration between its subsidiaries National Pen, BuildASign, and VistaPrint, deploying shared manufacturing and supply chain capabilities. The CEO of BuildASign, Bryan Kranik, also assumed the role of National Pen CEO, indicating tight operational integration.
• Cimpress plccoreOthersNational Pen is a subsidiary of Cimpress plc, which sets company goals including 4-6% constant currency revenue growth and at least $600 million in adjusted EBITDA by fiscal year 2028.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• 4imprint: 4imprint is one of the largest direct marketers of promotional products in North America, offering custom pens, bags, drinkware, apparel, and similar categories via a self-serve e-commerce model serving SMBs—the closest like-for-like competitor to National Pen.

Broad incumbents

• VistaPrint: VistaPrint is a Cimpress sister brand offering custom printing across business cards, marketing materials, signage, and a growing promotional products line. It is a broad incumbent with overlapping SMB customers and now shared production infrastructure with National Pen.

Peers

• HALO (Halo Branded Solutions):

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@pensdotcom
• Facebookfacebook.com/nationalpen
• LinkedInlinkedin.com/company/national-pen
• Instagraminstagram.com/pensdotcom
• Xx.com/nationalpen

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about National Pen Company