The Cawley Company

What The Cawley Company does

The Cawley Company is a privately held, vertically integrated manufacturer of identification and recognition products headquartered in Manitowoc, Wisconsin, operating as a division of Contemporary, Inc. The company was founded in 1946 and is currently owned and managed by Jim and Molly Peterson following a 1999 management buyout. From a 52,000 sq ft manufacturing facility (with a 12,000 sq ft expansion completed in 2013), the company designs, prints, finishes, and assembles name badges (metal, plastic, wood), lapel pins (cloisonné, soft enamel, silk screened, die struck, photo process), ribbons, recognition awards, signage, plastic cards, menus, and promotional buttons. Production capabilities include thermal printers, rotary engravers, laser engravers, sublimation printers, UV printers, hot stampers, digital presses, and robotic assembly.

The company's go-to-market combines direct phone sales (1-800-822-9539), a self-serve e-commerce website, a free Corporate Ordering portal for multi-location enterprises, and three sister-brand storefronts (Namebadges.com, Cawley Plastic Printing, Cawley Digital ID). A core differentiator is a suite of patented DIY personalization systems — Overlay Print, Direct Print, Insert, Write-On, Laser/Inkjet, Cling Print, and Rotary Engraving — paired with the Cawley Badge Print Software, which together allow customers to produce or re-personalize badges on-site and create recurring consumables revenue. Strategic partnerships with Brother International, Datacard, IDP, Gravotech, and Evolis extend the system into adjacent printing and food-identification categories.

Revenue derives primarily from one-time product sales (name badges, pins, ribbons, signage, plastic cards, buttons) and from the sale of personalizing systems and ongoing consumables. Pricing is unit-based (e.g., $6-10 per pack of 10 for standard plastic badges) with Net 30 terms and volume-based free shipping thresholds. The customer base is enterprise-oriented and diversified across hospitality (Hilton, Marriott, Royal Caribbean, Carnival, MGM, Caesars), retail (Sephora, Saks Fifth Avenue, Gap, Old Navy), restaurants (Burger King, Olive Garden, Longhorn), education (Cornell, University of Michigan), senior living (Sunrise, Brookdale), rental cars (Avis, Budget), and automotive dealerships, with global shipping from the Wisconsin facility.

Name

The Cawley Company

Legal name

The Cawley Company a division of Contemporary, Inc

Website

https://thecawleyco.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

101–250 employees

Short description

The Cawley Company is a Manitowoc, Wisconsin-based manufacturer of name badges, lapel pins, recognition awards, signage, and plastic cards, plus patented DIY personalization systems, serving multi-location enterprises across hospitality, retail, restaurants, education, and senior living.

Ownership category

akta.pro rank

Product category

Identification Products

NAICS

Sign Manufacturing (33995), Packaging and Labeling Services (561910), Packaging Machinery Manufacturing (333993)

SIC

Coating, Engraving & Allied Services (3470), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Specialty & Functional Labels (Linerless, RFID/NFC, Braille, Smart) (IMALAKAK)

akta.pro secondary industries

Labeling, Coding & Marking Systems (IMAHAOAE), Labeling, Coding & Marking Equipment (Labelers, Inkjet, Laser) (IMALAOAD)

Keywords

• Name badges
• Identification products
• Lapel pins
• Employee recognition
• Plastic cards

Headquarters

HQ city

Manitowoc

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Name Badge Products: Core revenue from manufacturing and selling metal, plastic, and wood name badges. Options include factory personalization or DIY systems for customer self-service.
2. Personalizing Systems and Equipment: Sale of Overlay Print Systems, Direct Print Systems, Insert Systems, Write-On Systems, Laser/Inkjet Systems, and Rotary Engraving Systems with associated supplies and consumables.
3. Cawley Badge Print Software: Patented Windows software for consistent badge printing across organization locations. Licensed for use with personalizing systems.
4. Plastic Cards: Custom printed plastic cards including discount cards, key tags, loyalty cards, gift cards, and access/key cards with various finishing options.
5. Lapel Pins: Cloisonné, soft enamel, silk screened, die struck, and photo process lapel pins with presentation options.
6. Badge Accessories: Lanyards, badge reels, domes, fasteners, add-ons, and flags for badge customization and enhancement.
7. Signage: Outside signage, room numbering, identification plates, podium signs, buffet identification, and directional signage.
8. Ribbons: Customized ribbons with satin finish, various sizes and colors, 1-4 color decoration, for employee recognition and special events.
9. Menus and Table Tents: Tear-proof, waterproof plastic menus and table tents with full color printing and gloss/matte finishes.
10. Buttons: Full color promotional buttons for product launches, events, memberships, fundraisers, and campaigns.
11. Corporate Ordering Program: Free custom password-protected online ordering portal for multi-location businesses with dedicated account support.
12. Food ID/Pricing Systems: Edikio Guest and Edikio Price Tag systems from Evolis partnership for food identification and pricing labels.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels9 records

Core offering

The Cawley Company manufactures and sells identification and recognition products — including name badges (metal, plastic, wood), lapel pins, ribbons, signage, plastic cards, buttons, and menus — from its Wisconsin facility. It also offers patented DIY personalizing systems that let customers print badges on-site and a free Corporate Ordering Platform for multi-location businesses.

Product overview

The Cawley Company is a manufacturer of identification and recognition products with over 75 years of experience, operating from a 52,000 square foot facility in Manitowoc, Wisconsin. The company offers a comprehensive portfolio organized around three core product categories: Name Badges (available in Metal, Plastic, and Wood variants), Lapel Pins (including Cloisonné, Soft Enamel, Silk Screened, Die Struck, and Photo Process types), and Recognition Awards. Supporting these are multiple personalizing systems including the Overlay Print System, Direct Print System, Insert System, Write-On System, Laser and Inkjet System, and Cling Print Laser System - enabling customers to personalize badges on-site. The Cawley Badge Print Software provides consistent printing across all systems. Badge Accessories (Lanyards, Reels, Domes, Fasteners, Flags) and Plastic Cards/Menus complement the offering. The company also provides a free Corporate Ordering platform for multi-location businesses and partners with Gravotech, Datacard, IDP, and Evolis for specialized printing and engraving solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Namebadges.com: Online brand for name badge products
• Cawley Plastic Printing
• Cawley Digital ID

Products and services

• Metal Name Badges Professional metal name badges with anodized aluminum carriers, offered in Classic Beveled, Classic Recessed, Lacquered Metal, Metal Bar, Metal Framed, and Button styles, with full color digital replication, PMS color matching, hot stamping, silk screening, engraving, and etching options for employees across industries.
• Plastic Name Badges Economical and durable plastic name badges in varying thicknesses and color combinations (30 & 40 Mil, 60 Mil, 2-Ply, Molded, Billboard, Acrylic, Window, Photo ID, Lanyard), with logo applications including digital full color printing, hot stamping, UV printing, rotary engraving, and laser engraving.
• Wood Name Badges Natural solid wood name badges (not veneers) in Oak, Walnut, Cherry, Rustic Cherry, and Red Alder, with logos applied via laser engraving or full-color UV printing; each badge is unique due to natural wood variation.
• Lapel Pins Custom lapel pins in Cloisonné (brass), Soft Enamel (iron), Silk Screened (high detail), Die Struck (all metal), and Photo Process (photographic quality with gradation), with presentation options including lapel pin cards.
• Ribbons Customized satin-finish ribbons with smooth texture, available in various sizes and colors with one to four color decoration, with pinked or fish tail edges and pin or tape back attachments, used for employee recognition and special events.
• Recognition Awards Recognition award solutions for employee acknowledgment and special occasions, including standard awards customized for specific events or fully custom designs created with the Cawley design team.
• Signage Professional signage including outside signage, room numbering, identification plates, podium signs, buffet identification, and directional signage, promoting consistent corporate identity.
• Buttons Full color edge-to-edge promotional buttons with protective plastic coating and high gloss finish, used for product launches, special occasions, club memberships, charity events, fundraisers, political campaigns, and sporting events.
• Menus and Table Tents Tear-proof, water-proof, washable plastic menus and table tents with full color edge-to-edge printing, available in 6 standard sizes with gloss or matte finish and optional spiral binding, resistant to smudges, fingerprints, and discoloration.
• Plastic Cards Custom printed plastic cards with vivid four-color printing, including Discount Cards, Key Tags & Loyalty Cards, Gift Cards, and Access & Key Cards, with options for signature panels, mag striping, and bar coding.
• Badge Accessories Accessories to enhance name badges, including Lanyards and Badge Reels (stock and customized), Domes (scratch/dent-resistant polyurethane), Badge Fasteners (magnetic, pins, clips), Badge Add Ons (award adapters), and Flags (language identifiers).
• Overlay Print System Patented reusable badge system using labeling machines or Brother P-Touch Printers to create personalized name badges on-site. Pre-printed badge plates with company logo are paired with self-adhesive labels printed with employee names.
• Direct Print System Patented system paired with Datacard and IDP printers for producing professional long-lasting badges in-house; pre-printed plates carry the full-color logo while a digital badge printer uploads names and prints up to 190 plates per hour.
• Insert System Economical personalization system using perforated heavy paper stock compatible with existing laser or inkjet printers, producing 8.5 x 11 sheets with multiple personalizing cells per sheet.
• Write-On System Affordable creative system using markers to decorate name badges and signage; supports water-soluble chalk markers (wipe-clean) or permanent markers (with special remover) for badges, signage, and food identification.
• Laser and Inkjet System System for generating professional name badges using specially formulated adhesive sheets pre-printed with the company logo; polyurethane domes protect printed labels, with full color, white, gold, or silver background options.
• Cling Print Laser System Personalization system using laser printer-compatible die-cut sheets with designer borders; reusable Cling plates are stored in a Cling Saver Binder for future use.
• Rotary Engraving System High-tech engraving program offered in partnership with Gravotech for permanent badge and sign solutions; engraves signage, ID plates, and name badges.
• Cawley Badge Print Software Patented Microsoft Windows program for printing images and text on name badges consistently across an organization; works with Overlay Print, Direct Print, Insert, Write-On, Laser/Inkjet, and Cling Print Systems, with auto-reduction for long names and bulk import capabilities.
• Food Identification and Pricing System Food identification and pricing system offered in partnership with Evolis; includes Edikio Guest (for buffet identification) and Edikio Price Tag (for pricing) with dedicated software and a stock icons database, on hygienic PVC cards suitable for food service environments.
• Edikio Guest All-in-one solution for buffet food identification labels; Guest Access offers up to 500 prints per year, Guest Flex for higher-volume users, producing professional display labels that match the establishment's brand image.
• Edikio Price Tag Professional price tag solution for food identification and pricing; available as Price-Tag Access, Price-Tag Flex, and Price-Tag Duplex (for two-sided applications), updating tags on demand in under 10 seconds.
• Stay Safe Badges Coronavirus awareness 40 Mil plastic badges printed in full color in 4 different sizes and designs, conveying hygiene and social distancing messages.
• Protective Acrylic Germ Barrier Clear acrylic protective barriers in three sizes with removable feet for easy cleaning, available with optional applied company logo, to reduce physical contact between employees and customers.
• Healthcare Hero Badges & Add Ons Recognition badges and add-ons for healthcare workers, recognizing employees for hard work, sacrifice, and dedication during the COVID-19 pandemic.
• Corporate Ordering System Free, secure, password-protected online corporate ordering platform for multi-location businesses. Each account receives a dedicated account executive and a custom ordering site for name badges, awards, lapel pins, and other products, with direct shipping to individual properties or a central warehouse.

Quantifiable outcome

• Reduce administrative time through on-site badge personalization
• +3 more outcomes

Named customers20 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Partnerships

One partnership is on record.

• Brother InternationalminorChannel Partner/ Reseller/ DistributorBecame distributor for Brother International labeling machines in 1991. Introduced textured plate that enabled customers to produce name badges instantly using Brother P-Touch printers.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Pinnacle Promotional Products: Mid-size promotional products distributor offering branded merchandise, awards, and recognition items. Competes with Cawley's lapel pins, buttons, and recognition awards, particularly for multi-location corporate programs.
• National Pen: Established promotional products manufacturer/distributor offering branded merchandise, pens, drinkware, and recognition items at scale. Adjacent competitor across lapel pins, ribbons, and corporate recognition orders Cawley targets.
• MTM Recognition: Long-standing employee recognition and awards provider specializing in service anniversaries and milestone programs. Competes with Cawley's Recognition and Ribbons product lines for corporate employee recognition spend.
• HALO (formerly HALO Branded Solutions): One of the largest North American branded merchandise and corporate recognition providers, serving enterprise accounts across multiple categories. Competes for the same enterprise recognition and identification budgets as Cawley.
• Crown Awards: Large online retailer of trophies, plaques, recognition awards, and lapel pins, serving corporate recognition and athletic awards programs. Overlaps with Cawley's Recognition Awards, lapel pins, and ribbons categories at broader scale.

Others

• Evolis: French manufacturer of plastic card printers and the Edikio food identification/pricing line. Cawley's technology partner for the Food Identification and Pricing System product line, and a key collaborator on buffet label solutions.
• Entrust (formerly Datacard): Global provider of identity and card personalization solutions, including printers integrated with Cawley's Direct Print System. Operates more broadly in secure ID and payment card issuance but partners with Cawley on badge production hardware.

Direct peers

• Imprint Plus: Canadian-based manufacturer of reusable name badge systems and signage for hotels, casinos, and conferences. Direct competitor whose reusable plate + overlay product line parallels Cawley's Overlay Print System.
• Badge-A-Minit: Sells DIY badge-making kits, button makers, and related consumables to small businesses, schools, and organizations. Competes with Cawley's customer-on-site personalizing systems (Insert, Write-On, Button product lines).
• Name Badge Inc. Online manufacturer of custom metal, plastic, and printed name badges with personalization options. Direct online-channel competitor to Cawley's e-commerce name badge product line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCc3CYlgKPnpi3zdKpWk3s6w
• Instagraminstagram.com/cawleyco
• Facebookfacebook.com/thecawleyco
• LinkedInlinkedin.com/company/the-cawley-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

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 The Cawley Company