National Pen Company
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.
- Company typePrivate
- Founded1966
- HeadquartersSan Diego, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
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.
National Pen Company firmographics
Firmographics- 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
National Pen Company industry classification
Industry- 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
Where National Pen Company is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
National Pen Company business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Volume-based tiered pricing with per-unit costs decreasing as quantity increases |
| Transaction based/ take rate | Pay-as-you-go | Promotional discount codes offering percentage off based on order threshold |
| Unit Pricing | Pay-as-you-go | Low minimum order quantities starting from 12 units for select bag products |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
National Pen Company product offering
Product offeringCore 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
Companies that use National Pen Company
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles7 records
National Pen Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
National Pen Company partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- VistaPrintcoreCimpress 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.
- BuildASigncoreCimpress 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 plccoreNational 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
National Pen Company competitors and assessment
Company assessmentDirect 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
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
National Pen Company social profiles
Digital presenceNational Pen Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
National Pen Company leadership team
Management profileNumber of profiles
Profiles1 record
National Pen Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
National Pen Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about National Pen Company
What does National Pen Company do?
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.
Is National Pen Company a public or private company?
National Pen Company is a private company. It is classified as corporate owned and is currently operating.
When was National Pen Company founded?
National Pen Company was founded in 1966. It employs 1,001 to 5,000 people.
Where is National Pen Company based?
National Pen Company is headquartered in San Diego, United States, in the North America region.
How does National Pen Company make money?
One revenue line is on record: custom Promotional Products Sales.
Who are National Pen Company's main competitors?
4imprint is listed as a direct peer. VistaPrint is listed as a broad incumbent. HALO (Halo Branded Solutions) is listed as a peer.
Does National Pen Company have an API?
No public API is recorded for National Pen Company.
What industry is National Pen Company in?
National Pen Company's product category is Promotional Products. Its primary akta.pro industry code is CRAFACAL, Office, Stationery & Craft Supplies DTC, with a secondary code of IMAMAHAG, Stationery & Office Paper Products (notebooks, pads, forms). Its NAICS code is 459410 and its SIC code is 3950.