Smartrac

RFID Components and Digital ID Solutionssmartrac-group.com

Smartrac, now operating as Avery Dennison Smartrac, designs and manufactures RFID inlays, tags, and digital ID solutions across UHF, HF, and NFC bands for retail, healthcare, logistics, and industrial enterprises globally, complemented by the atma.io connected product cloud.

Company typePrivate
Founded2000
HeadquartersAmsterdam, Netherlands
Headcount1,001–5,000
GTM typeB2B
OfferingHardware or Manufacturing

What Smartrac does

Smartrac, founded in 2000 and headquartered in Amsterdam, Netherlands, is a developer, manufacturer, and supplier of RFID inlays, tags, and digital ID solutions. Its portfolio spans UHF, HF, and NFC frequency bands and includes sustainable tag options (including APR-recognized PET-recyclable labels), the AD Nanoblock small-form-factor inlay, the AD TexTrace connected textiles solution, and the atma.io Connected Product Cloud platform with an associated Digital Product Passport offering. Following its acquisition by Avery Dennison Corporation, the business now operates as the "Avery Dennison Smartrac" division, combining Smartrac's RFID engineering with Avery Dennison's materials expertise and global manufacturing footprint.

The company serves enterprise customers across retail (apparel and fashion, beauty and personal care, food and beverage), industrial (automotive, aviation, logistics, healthcare, and media and document management), with Walmart explicitly identified as a flagship customer through a dedicated RFID initiative backed by ARC-certified labeling. Core use cases include inventory accuracy, supply chain visibility, product authentication and anti-counterfeiting, cold-chain and freshness tracking, asset tracking, and consumer engagement enabled by digital IDs.

Go-to-market is primarily enterprise field sales supplemented by a channel ecosystem of converters/service bureaus (mid-market reach) and system integrators (turnkey enterprise deployments), with self-serve product advisor and finder tools layered on top. Revenue is generated through B2B hardware sales of RFID inlays, tags, and labels on a quote-based pricing model, with no publicly disclosed pricing or contract terms. The business does not disclose standalone revenue as it is now consolidated within Avery Dennison's RFID segment, which itself is reported as approaching 20% of parent revenue and growing more than 20% annually.

Smartrac firmographics

Firmographics

Name: Smartrac
Legal name: Smartrac N.V.
Website: https://smartrac-group.com
Company type: Private
Founded year: 2000
Operating status: Acquired
Headcount range: 1,001–5,000 employees
Short description: Smartrac, now operating as Avery Dennison Smartrac, designs and manufactures RFID inlays, tags, and digital ID solutions across UHF, HF, and NFC bands for retail, healthcare, logistics, and industrial enterprises globally, complemented by the atma.io connected product cloud.
Ownership category
akta.pro rank

Smartrac industry classification

Industry

Product category: RFID Components and Digital ID Solutions
NAICS: Instrument Manufacturing for Measuring and Testing Electricity and Electrical Signals (334515), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Communications Equipment Manufacturing (3342)
SIC: Electronic Components & Accessories (3670), Electronic Components, Nec (3679)
akta.pro primary industry: Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners) (HLAMAFAL)

Keywords

RFID inlays tags
Digital ID solutions
Supply chain tracking
Product authentication
Inventory management

Where Smartrac is headquartered

Location

Headquarters

HQ city: Amsterdam
HQ country: Netherlands
HQ region: Europe

Markets served

Smartrac business model

Business model

GTM type: B2B
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

RFID Hardware Sales: Sale of RFID inlays, tags, and labels across UHF, HF, and NFC frequency bands to enterprise customers, converters, and system integrators. Products are sold with varying specifications for different industry applications including retail, healthcare, logistics, automotive, and aviation.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Smartrac product offering

Product offering

Core offering

Smartrac develops, manufactures, and supplies RFID inlays and tags across UHF, HF, and NFC frequency bands for identification, authentication, and tracking applications. The portfolio also includes the atma.io Connected Product Cloud IoT platform, AD TexTrace connected textiles, Digital Product Passport solutions, and sustainable RFID labels recognized for PET recycling compatibility.

Product overview

Avery Dennison Smartrac offers a unified portfolio of digital ID technologies that includes RFID inlays and tags (operating in UHF, HF, and NFC frequencies), the atma.io Connected Product Cloud platform for IoT and product lifecycle management, connected textiles via AD TexTrace™, and Digital Product Passport solutions. The portfolio also includes sustainable tag options, quality compliance services with ARC certification, and specialized tools like the Product Finder and Product Advisor. These products work together to provide end-to-end capabilities for product authentication, tracking, inventory management, supply chain visibility, and consumer engagement across industries including retail, apparel, healthcare, food, automotive, aviation, and logistics.

Differentiator

Problem solved

Functional benefit

Products and services

RFID Inlays and Tags RFID inlays and tags operating across UHF, HF, and NFC frequency bands, designed for identification, authentication, and tracking across multiple industries including retail, healthcare, logistics, and automotive.
Sustainable RFID Tags Eco-friendly RFID tags designed to support sustainability initiatives, including APR-recognized labels compatible with PET recycling streams.
atma.io Connected Product Cloud IoT-enabled cloud platform for connected products that enables product authentication, tracking, inventory management, and consumer engagement through digital ID technologies.
AD TexTrace Connected Textiles Connected textiles solution enabling tracking and authentication of textile products throughout their lifecycle, from manufacturing to consumer use.
Digital Product Passport Digital documentation solution that creates a verifiable record of a product's history, origin, and attributes for compliance and transparency purposes.
AD Nanoblock Compact square RFID inlay designed for space-constrained environments, providing powerful RFID performance in a small form factor.
Quality & Compliance Services Quality assurance and compliance services including ARC-certified RFID labels for Walmart and leading retailers.

Quantifiable outcome

RFID revenue growing over 20% annually at Avery Dennison, approaching 20% of total company revenue
+2 more outcomes

Companies that use Smartrac

Customer profile

Named customers2 records

Segments8 records

Ideal customer profiles4 records

Smartrac technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature6 records

Smartrac partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

Avery DennisonflagshipStrategic or Co-development Partner · 1 January 2024Smartrac's RFID business was acquired by Avery Dennison, creating the combined Avery Dennison Smartrac division. This strategic acquisition integrated Smartrac's RFID technology portfolio with Avery Dennison's materials expertise and global manufacturing capacity, positioning the combined entity as a leading RFID and digital ID solutions provider for retail, healthcare, logistics, and industrial applications.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Smartrac competitors and assessment

Company assessment

Direct peers

Impinj: Impinj is the leading provider of RAIN RFID ICs and endpoints, and a direct competitor in the UHF RFID inlay/tag ecosystem. It competes with Smartrac on enterprise RFID tagging for retail, logistics, and supply chain visibility, and is also a potential chip supplier.
Alien Technology: Alien Technology manufactures UHF RFID inlays and tags and competes head-to-head with Smartrac across retail apparel, asset tracking, and supply chain applications. Both firms supply ARC-qualified inlays to large retail customers.
Zebra Technologies: Zebra offers RFID inlays, readers, and complete enterprise asset-tracking solutions. It competes with Smartrac in retail and logistics RFID deployments and is one of the largest integrated RFID solution providers globally.
SML Group: SML is one of the largest RFID tag and label providers serving global retail apparel brands. It directly competes with Smartrac for ARC-certified inlays supplied into major retailer tagging programs.
Tageos: Tageos manufactures passive UHF RFID inlays and tags with a strong sustainability focus. It competes with Smartrac in apparel, retail, and supply chain RFID tagging, especially in the EU.
Checkpoint Systems: Checkpoint Systems provides RFID-based retail loss prevention, inventory, and supply chain solutions. It competes with Smartrac in apparel and retail RFID tagging and operates a vertically integrated tagging platform.

Emerging players

Identiv: Identiv provides NFC and HF RFID inlays for IoT, authentication, and supply chain applications, overlapping with Smartrac's HF/NFC portfolio. It has a more specialized focus on security and identity than Smartrac.
Wiliot: Wiliot develops battery-free, Bluetooth-connected smart tags that compete with passive RFID in certain retail/food freshness use cases. Smartrac already has a sustainability partnership with Wiliot (APR PET label), positioning it both as partner and adjacent disruptor.

Broad incumbents

Honeywell: Honeywell is a broad incumbent in industrial automation, mobility, and scanning, with a sizable RFID reader and tag business. It is a competitor for enterprise RFID deployments in logistics, manufacturing, and healthcare.

Others

NXP Semiconductors: NXP supplies NFC and HF RFID chips that Smartrac and its competitors integrate into inlays. While not a direct inlay competitor, NXP's chip roadmap is a critical upstream enabler for Smartrac's product portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Smartrac financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Smartrac leadership team

Management profile

Number of profiles

Profiles2 records

Smartrac funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Smartrac M&A and investment

M&A and investment

M&A1 record

Investments

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

Frequently asked questions about Smartrac

What does Smartrac do?

Is Smartrac a public or private company?

Smartrac is a private company. It is classified as corporate owned and is currently acquired.

When was Smartrac founded?

Smartrac was founded in 2000. It employs 1,001 to 5,000 people.

Where is Smartrac based?

Smartrac is headquartered in Amsterdam, Netherlands, in the Europe region.

How does Smartrac make money?

One revenue line is on record: RFID Hardware Sales.

Who are Smartrac's main competitors?

Direct peers on record are Impinj, Alien Technology, Zebra Technologies, SML Group, Tageos and Checkpoint Systems. Emerging players are Identiv and Wiliot. Honeywell is listed as a broad incumbent. NXP Semiconductors is listed as an others.

Does Smartrac have an API?

No public API is recorded for Smartrac.

What industry is Smartrac in?

Smartrac's product category is RFID Components and Digital ID Solutions. Its primary akta.pro industry code is HLAMAFAL, Animal Identification & Tracking Devices (Microchips, RFID, Tags, Scanners). Its NAICS code is 334515 and its SIC code is 3670.