BarTender

What BarTender does

BarTender, operated by Seagull Software, LLC, is a privately held enterprise software company headquartered in Redmond, Washington, that develops barcode and RFID label design, printing, and item-tracking software. Its platform consists of two core products — BarTender Labeling (Create, Manage, Print) and BarTender Track & Trace (Count, Find, Report) — delivered as either on-premises software or a cloud subscription. Underlying technology centers on an Intelligent Templates system that derives thousands of unique print-ready labels from a small set of template files, built-in support for GS1 standards and RFID, and Print Connectors that integrate the platform with ERP/WMS systems, printers, and other enterprise data sources across the supply chain.

The company sells primarily through an enterprise field-sales motion organized across four regions — Americas (Redmond), EMEAI (Madrid), Asia Pacific (Taipei), and Japan (Tokyo) — supplemented by a channel partner program and a 30-day free trial that supports product-led evaluation. BarTender also offers tiered Support Plans and Professional Services, and a printer driver download portal that broadens ecosystem reach. The platform serves 250,000+ customers across 175+ countries, printing 110+ billion labels annually; named customers include Walmart, Amazon, DHL, BASF, Exxon, Sysco, H&M, and Yaskawa, spanning manufacturing, warehouse and distribution, retail, transportation and logistics, aerospace, chemical, food and beverage, medical devices, and pharmaceutical verticals.

Founded in 1985 and employing 251–500 people, BarTender launched BarTender 12 in 2024 to unify its on-premises and cloud offerings into a single platform, reflecting its hybrid-deployment strategy. Revenue mechanics are dominated by recurring software licenses and support subscriptions on annual billing cadence, with additional professional services and hardware-adjacent (printer driver) revenue streams; pricing is quote-based and not publicly disclosed.

Name

BarTender

Legal name

Seagull Software, LLC

Website

https://seagullscientific.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

251–500 employees

Short description

BarTender, operated by Seagull Software, LLC, develops enterprise barcode and RFID label design, printing, and track-and-trace software used by 250,000+ customers across 175+ countries, including Walmart, Amazon, DHL, and BASF, serving manufacturing, retail, logistics, and regulated-industry verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Bellevue

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licenses: BarTender software is sold as both on-premises software and cloud subscription. The company offers different editions with varying capabilities for labeling and track & trace functions.
2. Support Plans: Tiered support plans providing technical assistance, knowledge base access, and support request submission for currently supported BarTender products.
3. Professional Services: Professional services offerings for implementation, customization, and specialized assistance with BarTender software deployment.
4. Printer Drivers: Printer driver downloads available through the resource center, potentially including driver-related services or partnerships.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

BarTender provides enterprise barcode label design, management, and printing software combined with an item and asset tracking (Track & Trace) solution for supply chain visibility. The software is available through both on-premises licensing and cloud subscription deployments, with supporting modules such as Print Connectors for device and system integration, and is targeted at manufacturers, warehouses, retailers, logistics providers, and regulated industries including pharmaceutical, medical devices, food and beverage, chemical, and aerospace.

Product overview

BarTender offers a comprehensive labeling and track & trace platform consisting of two core products: BarTender Labeling (Create, Manage, Print capabilities) and BarTender Track & Trace (Count, Find, Report capabilities). The platform is available in both On-Premise Software and Cloud deployment options. Additional offerings include Print Connectors for printer integration and Support Plans for technical assistance. The platform supports 175+ countries with over 250,000 global customers and handles 110+ billion labels annually.

Differentiator

Problem solved

Functional benefit

Products and services

• BarTender Labeling
• BarTender Track & Trace
• BarTender Cloud
• BarTender On-Premise Software
• Print Connectors
• Professional Services
• Support Plans

Quantifiable outcome

• 110+ billion labels printed annually
• +4 more outcomes

Named customers13 records

Segments9 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Brady Corporation: Brady is an established industrial identification and labeling provider offering both label materials and Brady Workstation software, competing in the same manufacturing, electrical, and safety labeling use cases as BarTender.
• SATO Holdings: SATO provides industrial barcode printers and labeling software (e.g., SATO Label Gallery) targeting manufacturing, retail, and logistics — overlapping with BarTender's enterprise customer base.
• Zebra Technologies (ZebraDesigner / Zebra DNA): Zebra is the dominant industrial label printer OEM and bundles its own label design and management software with hardware, competing with BarTender across the same manufacturing, retail, and logistics customers from a broader hardware-led position.
• Epson (LabelWorks / ColorWorks software stack): Epson sells color and industrial label printers bundled with label-design utilities, competing for the same SMB and mid-market label-printing workloads that BarTender's free trial and cloud offering target.
• Avery Dennison (Label Solutions / Software): Avery Dennison combines label materials and RFID inlays with software offerings for retail and supply-chain labeling, providing a vertically integrated alternative for global retail and apparel customers like H&M and Walmart that BarTender also serves.

Direct peers

• Loftware (formerly NiceLabel): Loftware is a direct competitor in enterprise barcode label design, management, and printing software, with comparable cloud and on-premises offerings and a similar focus on regulated industries such as pharmaceuticals, medical devices, and manufacturing.
• TEKLYNX International: TEKLYNX offers barcode label design and printing software (e.g., LABELVIEW, CODESOFT, SENTINEL) targeting manufacturing, healthcare, and logistics — overlapping closely with BarTender's enterprise labeling customer base and feature set.

Emerging players

• CloudLabz / 3Aggs (cloud labeling ISVs): Smaller cloud-native label management platforms (e.g., CloudLabz and similar SaaS label design tools) target BarTender's lower-end SMB and mid-market customers with simpler subscription pricing and modern UX, increasing competitive pressure on BarTender Cloud.

Others

• Honeywell (Datamax-O'Neil / PrintSet): Honeywell is a major industrial barcode printer and mobility OEM with bundled labeling software, serving overlapping retail, warehouse, and transportation customers as part of a broader automation portfolio.
• BlueLink / Crest Mark (labeling services partners): BarTender's own partner ecosystem includes labeling services and systems-integration firms; these are adjacent ecosystem participants that compete for implementation wallet share rather than for the underlying software license.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SeagullSci
• Facebookfacebook.com/SeagullScientificInc
• LinkedInlinkedin.com/company/about

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 BarTender