What Dymo does

DYMO, Inc. designs, manufactures, and sells labeling hardware, consumables, and supporting software globally, having been founded in 1958 in Berkeley, California, and operating today as a wholly-owned subsidiary of Newell Brands (NASDAQ: NWL). The company's core technology is direct thermal printing, which eliminates ink and toner cartridges and underpins the LabelWriter desktop printer line, including the current LabelWriter 5 Series with trademarked Automatic Label Recognition and throughput of 62-90 labels per minute. Complementary hardware lines include portable LabelManager devices, LetraTag personal label makers, Rhino and XTL industrial label makers built for jobsite and standards-compliant labeling, classic embossing label makers, and a line of digital postal scales integrated with the LabelWriter ecosystem. Revenue is generated primarily through hardware sales and a large recurring consumables tail across D1 tapes, LetraTag tapes, LabelWriter rolls, Rhino industrial labels, XTL tapes, and embossing tapes, with printer pricing in the $129.99-$259.99 range and software (DYMO Connect for Desktop) offered free of charge.

The company serves a diversified customer base spanning home and personal users, small and online businesses (including Amazon, eBay, and Etsy sellers), enterprise offices, industrial and data-communications contractors, laboratories (via the LabTAG cryogenic label partnership), medical facilities, educational institutions, retailers, and the U.S. federal government through the SKILCRAFT/AbilityOne channel with Goodwill Vision Enterprises. Distribution spans 50+ countries through mass retailers (Amazon, Walmart, Target, Staples, Office Depot, Uline), industrial distributors (Grainger, MSC, Automation Direct, ADI, Labelcity), and direct e-commerce on regional dymo.com storefronts. Manufacturing is concentrated at the ISO 14001- and FSC-certified Sint-Niklaas, Belgium plant, with corporate operations out of Atlanta and Stamford. The software and developer ecosystem is a meaningful differentiator: DYMO Connect for Desktop integrates with Microsoft Excel, Outlook, and Google Contacts, while SDKs in .NET, Python, Swift, and JavaScript enable embedding DYMO printing into third-party applications, including Loftware NiceLabel cloud deployments. Revenue is not separately disclosed, as financials are consolidated within Newell Brands' reporting.

Name

Dymo

Legal name

DYMO, Inc.

Website

https://www.dymo.com/

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

51–100 employees

Short description

DYMO, founded in 1958 and a Newell Brands subsidiary, designs and sells thermal and handheld label printers (LabelWriter, LabelManager, LetraTag, Rhino, XTL) plus consumable tapes for consumers, SMBs, enterprises, industrial operators, laboratories, and government across 50+ countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Stamford

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Label Maker Hardware Sales: DYMO generates revenue from selling label maker devices (handheld label makers like LetraTag, LabelManager, Rhino, XTL, Embossing) and label printers (LabelWriter series). Hardware is sold through retail, distribution, and direct channels.
2. Labels and Tapes Consumables: Recurring revenue from consumable label and tape products including LetraTag tapes, Embossing tapes, LabelManager D1 tapes, LabelWriter labels, Rhino Industrial labels, and XTL tapes. Labels come in various sizes, materials (paper, plastic, vinyl, nylon, polyester), and colors.
3. Digital Postal Scales: DYMO sells digital scales (M5, M10, M25, S100, S250, S400) that integrate with LabelWriter printers for complete shipping solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels12 records

Marketing channels6 records

Core offering

DYMO manufactures and sells thermal and electronic label makers (LabelWriter desktop printers, LabelManager portable devices, LetraTag personal labelers, Rhino and XTL industrial label makers, Embossing labelers), together with compatible consumable labels and tapes and digital postal scales. The company also distributes free DYMO Connect desktop software and developer SDKs (Windows/.NET, Python, Swift, JavaScript) to integrate DYMO printing into third-party workflows, and serves home, office, SMB, industrial, laboratory, healthcare, and government customers in 50+ countries.

Product overview

DYMO is a labeling solutions company offering a comprehensive portfolio of label makers, label printers, and labeling supplies. The core product lines include: LabelWriter thermal printers (desktop label printing without ink/toner, featuring the new 5 Series with Automatic Label Recognition), LabelManager portable label makers, LetraTag personal label makers, Rhino and XTL industrial label makers for professional/jobsite use, and Embossing label makers for crafting. Complementary products include digital postal scales (M/S series), and an extensive range of compatible labels and tapes across all product lines (D1 tapes, LabelWriter rolls, LetraTag tapes, Rhino industrial labels, XTL tapes). The software ecosystem includes DYMO Connect for Desktop for label design and printing, mobile apps for Bluetooth-enabled label makers, and comprehensive SDKs (.NET, Python, Swift, JavaScript) for developer integration. DYMO has been in operation since 1958 and is now part of Newell Brands.

Differentiator

Problem solved

Functional benefit

Brands

• LetraTag: Portable, easy-to-use label makers with unique formatting options for home and office use.
• LabelManager
• LabelWriter
• Rhino
• XTL
• Embossing

Products and services

• LabelWriter Series Desktop thermal label printers that print shipping labels, address labels, barcode labels, and other label types without ink or toner; the 5 Series adds Automatic Label Recognition and prints up to 90 labels per minute. Aimed at small businesses, online sellers, and enterprise office users.
• LabelManager Series Portable handheld label makers with graphical displays, fast-formatting keys, and plug-and-play operation, compatible with D1 Standard and Durable tape cassettes in various widths. Used in offices, retail, healthcare, and IT environments.
• LetraTag Series Personal handheld label makers designed for home and office organization, with multiple formatting options and compatibility with paper, plastic, metallic, and iron-on labels. Targets individual consumers and home users.
• Rhino Industrial Label Makers Tough, durable industrial label makers built for demanding worksites with one-touch hot keys, industry-specific term libraries, and compliance with ANSI and TIA/EIA-606-B labeling standards. Aimed at manufacturing facilities, warehouses, electrical contractors, and data communications professionals.
• XTL Industrial Label Makers Professional-grade industrial label makers with touch-screen operation, high-quality label printing, and pre-loaded templates for industry-compliant labels. Serves industrial professionals needing customizable, standards-compliant industrial labeling.
• Embossing Label Makers Classic embossing label makers that create bold, durable labels with a retro look. Aimed at crafters and home organization consumers.
• Digital Postal Scales Digital scales for accurate package weighing to prevent overpaying for postage, including M5, M10, M25, S100, S250, and S400 models with USB connectivity. Designed to integrate with LabelWriter printers for end-to-end shipping workflows for small businesses and online sellers.
• LabelWriter Labels Thermal printing labels and consumables for LabelWriter printers, including address labels, shipping labels, barcode labels, file folder labels, name badge labels, and specialty labels in various sizes. Recurring revenue consumable.
• LabelManager D1 Tapes Label cassettes for LabelManager devices in over 40 size and color combinations, available in Standard and Durable variants with UV, heat, humidity, and chemical resistance. Recurring revenue consumable.
• LetraTag Tapes Label tapes for LetraTag label makers including FSC-certified paper labels, durable plastic labels, iron-on fabric labels, and metallic labels for home and office organization. Recurring revenue consumable.
• Rhino Industrial Labels Durable industrial labels for Rhino label makers including vinyl labels, heat-shrink tubes, flexible nylon labels, and self-laminating labels designed to withstand extreme temperatures, chemicals, abrasion, and outdoor conditions. Recurring revenue consumable for industrial customers.
• XTL Tapes Industrial XTL label tapes including heat-shrink tubes, all-purpose vinyl labels, and permanent flat surface labels meeting select industry standards for weather-resistant compliant solutions. Recurring revenue consumable for XTL industrial customers.
• Embossing Tapes Vinyl embossing tapes including self-adhesive labels in multiple colors and non-adhesive stainless steel and aluminum tapes for durable industrial identification. Recurring revenue consumable.
• DYMO + LabTAG Cryogenic Labels Specialty cryogenic labels produced via partnership with GA International LabTAG for DYMO LabelWriter 5-Series printers, engineered for long-term storage in liquid nitrogen (-196°C) and ultra-low temperature freezers (-80°C), with water and chemical resistance. Targets medical facilities, research laboratories, and pharmaceutical companies for sample identification.

Quantifiable outcome

• Up to 90 labels per minute printing speed
• +3 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• Loftware NiceLabelcoreTechnology or IntegrationLoftware NiceLabel Cloud provides cloud-based labeling solutions that integrate with DYMO LabelWriter 550, 550 Turbo, and 5XL printers. The partnership enables businesses to manage labeling from design to print with minimal IT resources, scalable printing across the organization.
• Goodwill Vision EnterprisescoreStrategic or Co-development PartnerSocial enterprise of Goodwill of the Finger Lakes in Rochester, NY providing employment for people with vision loss. Partnership creates SKILCRAFT Dymo labeling products for the federal government via the AbilityOne Program, bringing labeling solutions to the government market while supporting disability employment.
• Taylor CorporationcoreOEM/ Whitelabel/ Licensing PartnerTaylor Corporation is the Exclusive Provider of Custom LabelWriter Labels. They offer custom designs, sizes, materials, and packaging options for DYMO LabelWriter labels with rigorous joint testing for reliable performance.
• GA International LabTAGcoreStrategic or Co-development PartnerGA International's LabTAG produces cryogenic labels specifically designed for DYMO LabelWriter 5-Series printers. Labels withstand cryogenic conditions (-196°C), adhere to frozen surfaces (-80°C), and resist common laboratory chemicals. Patented Automatic Label Recognition ensures precise alignment.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Epson: Epson's ColorWorks and TM-C3500 series compete with DYMO in on-demand color label printing for SMB and industrial use cases. Both target retail/warehousing with similar thermal/inkjet printing hardware.
• Brady Corporation: Brady specializes in industrial identification and compliance labeling (wire markers, safety labels, lab labels), overlapping directly with DYMO's Rhino, XTL, and LabTAG cryogenic offerings. Targets the same regulated industrial verticals.
• Avery Dennison: Avery Dennison is a leading label materials supplier and printer brand, competing with DYMO's consumables business (LabelWriter labels, D1 tapes) and offering its own desktop printer lines for SMB and home use.
• SATO Holdings: SATO produces industrial barcode label printers and Auto-ID solutions for retail, manufacturing, and logistics, directly overlapping with DYMO's industrial Rhino/XTL portfolio and consumables.
• Seiko Instruments (SII): SII manufactures thermal label and receipt printers used in retail and logistics, with overlapping technology and form-factor competition to DYMO LabelWriter and 4XL. Comparable product category for shipping-label printing.
• Zebra Technologies: Zebra is the dominant industrial barcode/label printer vendor, directly competing with DYMO's Rhino and XTL industrial lines in warehousing, manufacturing, and logistics. Same product category (thermal label printers) with stronger enterprise sales coverage.
• Brother Industries: Brother's P-touch line competes head-to-head with DYMO's LabelManager, LetraTag, and LabelWriter series across home, SMB, and enterprise desktop labeling. Same thermal-printing technology, same target buyers, and overlapping retail placement.

Broad incumbents

• Honeywell: Honeywell's Productivity Solutions business offers industrial barcode/label printers and scanners competing with DYMO's Rhino/XTL in warehousing and supply chain. Operates as a broad industrial automation incumbent rather than a labeling specialist.

Emerging players

• Primera Technology: Primera focuses on specialty on-demand label printers (LX-Series, FX-Series) for small-batch professional and lab labeling, competing with DYMO in niche professional and lab/medical use cases with overlapping consumables.
• Afinia Label: Afinia Label offers compact digital color label printers for short-run professional and industrial applications, intersecting with DYMO's professional LabelWriter and XTL lines in the on-demand label printing segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dymosupport

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

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 Dymo