Metallics
Metallics is a Wisconsin-based precision manufacturer of custom durable labels, nameplates, decals, and graphic overlays, serving industrial OEMs such as Komatsu, Caterpillar, and Graco through in-house production processes and a regional direct-sales model, now operating as a subsidiary of NSI Industries LLC.
- Company typePrivate
- Founded1946
- HeadquartersOnalaska, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Metallics does
Metallics, Inc. is a U.S.-based precision manufacturer of custom durable identification solutions, including labels, nameplates, decals, graphic overlays, dials, safety markings, roll labels, die-cut graphics, signs, and formed metal components. The company operates a fully self-contained production facility at its Onalaska, Wisconsin headquarters where nearly every stage of production is completed in-house using a portfolio of processes spanning screen, digital and flexographic printing; chemical and laser etching; anodizing; embossing; doming; steel rule, rotary and digital die-cutting; stamping; laser cutting; and adhesive laminating. Materials processed include aluminum, stainless steel, brass, tin plate, acrylic, rigid vinyl, styrene, vinyl, polyester, polycarbonate, polypropylene, aluminum foil, and paper, with the company's 3M Select Converter Partner status providing access to premium adhesive and tape technologies.
Founded in 1946 by brothers Vern and Dave Dale in La Crosse, Wisconsin, and rebuilt on Brice Prairie in Onalaska in 1949 after a fire, Metallics remained under continuous family ownership across four Dale generations until being acquired by North Carolina-based NSI Industries LLC in March 2022. Todd Dale (third generation) became President in 2020, with Lance Dale (fourth generation) serving as Corporate Secretary. The company serves enterprise industrial manufacturers including Komatsu, Caterpillar, Graco, GE, Konecranes, Stearns, and Intelligrated, addressing equipment identification, asset tracking, safety/compliance marking, and product branding use cases.
Revenue is generated through custom project-based, quote-driven sales with no tiered pricing or subscription structure. The go-to-market motion is sales-led, relying on a network of regional sales representatives across 15+ U.S. states plus a Sales Manager covering nationwide and worldwide accounts, supported by an online quote-request workflow on metallics.net. The customer base spans industrial manufacturing (primary), product branding/decoration, and safety/compliance labeling. Following the 2022 acquisition, the company is operating as a subsidiary of NSI Industries LLC and has announced the closure of its Bristol facility in September 2026 with 33 associated layoffs, signaling post-acquisition consolidation.
Metallics firmographics
Firmographics- Name
- Metallics
- Legal name
- Metallics, Inc.
- Website
- https://metallics.net
- Company type
- Private
- Founded year
- 1946
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Metallics is a Wisconsin-based precision manufacturer of custom durable labels, nameplates, decals, and graphic overlays, serving industrial OEMs such as Komatsu, Caterpillar, and Graco through in-house production processes and a regional direct-sales model, now operating as a subsidiary of NSI Industries LLC.
- Ownership category
- akta.pro rank
Metallics industry classification
Industry- Product category
- Custom Industrial Labels and Nameplates Manufacturing
- NAICS
- Metal Coating, Engraving (except Jewelry and Silverware), and Allied Services to Manufacturers (332812)
- SIC
- Coating, Engraving & Allied Services (3470)
- akta.pro primary industry
- Tapes, Labels & Pressure-Sensitive Adhesives (IMAEAGAJ)
Keywords
Where Metallics is headquartered
LocationHeadquarters
- HQ city
- Onalaska
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Metallics business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Custom Label and Nameplate Manufacturing: Metallics generates revenue through the manufacture and sale of custom labels, nameplates, decals, and industrial identification products. The company produces durable labeling solutions for industrial applications using various materials (metals and plastics) and processes (printing, etching, anodizing, etc.). Products are customized to customer specifications for equipment identification, safety labeling, branding, and decorative applications. Revenue is generated through project-based orders with quote-driven pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom Project-Based Pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Metallics product offering
Product offeringCore offering
Metallics manufactures custom identification, decoration, and promotional products, primarily labels, nameplates, graphic overlays, dials, safety markings, roll labels, die-cut letters, signs, and formed metal components. Products are made from metals (aluminum, stainless steel, brass, tin plate) and plastics/polymers (polyester, polycarbonate, vinyl, polypropylene, acrylic, etc.) and produced through in-house processes including screen and digital printing, chemical and laser etching, anodizing, embossing, doming, die-cutting, stamping, and variable data marking. The company serves industrial equipment manufacturers and OEMs with durable, customized identification solutions that withstand harsh environments, with quote-based, project-driven sales to enterprise customers.
Product overview
Metallics is a manufacturer of durable identification solutions specializing in custom labels, nameplates, and overlays. The product portfolio centers on two interconnected offerings: solutions by process (printing, etching, anodizing, embossing, doming, finishing and converting, variable data marking) and solutions by material (aluminum, stainless steel, brass, tin plate, acrylic, rigid vinyl, styrene, vinyl, polyester, polycarbonate, polypropylene, aluminum foil, paper). Key product lines include Custom Labels and Decals, Metal Nameplates, Graphic Overlays and Faceplates, Dials and Measurement Tools, Safety Markings, Roll Labels, Die-Cut Letters and Pre-Spaced Graphics, Signs and Wall Tackers, and Formed Metal Products. The company operates as a 3M Select Converter Partner, integrating 3M adhesives and tapes into their manufacturing processes. Metallics serves diverse industries including industrial manufacturing, consumer packaging, and equipment identification with products designed for harsh environments.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Labels and Decals Custom labels and decals designed for product branding, safety identification, and promotional applications, engineered to withstand UV exposure, moisture, abrasion, and chemicals. Targeted at industrial manufacturers and OEMs needing durable identification on equipment, products, and packaging.
- Metal Nameplates Custom metal nameplates crafted from aluminum, stainless steel, and brass, offering resistance to corrosion, abrasion, and extreme temperatures for permanent identification and branding. Targeted at industrial equipment OEMs and machinery manufacturers.
- Graphic Overlays and Faceplates Custom graphic overlays and faceplates made from polycarbonate, polyester, and metals, serving as the interface between users and equipment with superior resistance to abrasion, moisture, and chemicals. For OEMs of equipment, machinery, and electronic devices.
- Dials and Measurement Tool Graphics Custom dials and measurement tool graphics built for accuracy and long-term readability in demanding industrial conditions, using metal, polycarbonate, and polyester materials. Targeted at industrial equipment manufacturers producing gauges, instruments, and measurement devices.
- Safety Markings High-visibility safety labels and signs designed for machinery, equipment, and facility floors, built to withstand abrasion, harsh chemicals, moisture, and extreme temperatures. Targeted at industrial operators, OEMs, and facilities requiring durable safety and compliance identification.
- Roll Labels Custom roll labels designed for automated systems or hand application, combining precision printing with durable materials for manufacturing, packaging, and retail operations. For high-volume label users in industrial manufacturing and consumer product packaging.
- Die-Cut Letters and Pre-Spaced Graphics Precision-cut graphics manufactured from polyester and vinyl, resisting chemicals, UV exposure, moisture, and abrasion for equipment identification, safety signage, and product branding. Targeted at equipment OEMs and brands needing die-cut decals and pre-spaced application graphics.
- Signs and Wall Tackers Custom signs and wall tackers made from aluminum and stainless steel, featuring high-resolution graphics with durable finishes that resist fading, corrosion, and everyday wear. For industrial facilities, retail, and brand environments needing long-lasting signage.
- Formed Metal Products Precision-formed metal components shaped from aluminum, stainless steel, brass, and other alloys, engineered for strength and style in demanding industrial and commercial environments. For OEMs and industrial buyers requiring formed metal identification parts and components.
Companies that use Metallics
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Metallics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Metallics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- 3McoreMetallics is a 3M Select Converter Partner, a designation earned by converters demonstrating exceptional technical expertise, product knowledge, and manufacturing capability. This partnership provides exclusive access to 3M-certified specialists, latest material technologies, and technical support. Metallics completed extensive 3M product training and demonstrated proven success converting large volumes of 3M materials into precise, high-performance solutions. The partnership enables Metallics to offer customers access to advanced adhesives, tapes, and films combined with their precision converting processes.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Metallics competitors and assessment
Company assessmentDirect peers
- Brady Corporation: Direct competitor in industrial identification products including labels, nameplates, safety signage, and durable identification solutions for industrial and equipment manufacturers — overlapping customer base with Metallics.
- Industrial Nameplate Company: Specialty manufacturer of metal nameplates, labels, and tags using similar processes (etching, anodizing, embossing) targeting heavy-equipment and industrial OEM customers comparable to Metallics' core vertical.
- Horizons Incorporated: Specialty converter of custom labels, decals, and nameplates for industrial and consumer applications using printing, die-cutting, and laminating — closely overlapping Metallics' process capabilities and customer verticals.
- Cincinnati Marking & Label (Metalphoto): Manufacturer of Metalphoto anodized aluminum labels and nameplates for durable identification — directly comparable technology stack and end-markets to Metallics' anodized aluminum product line.
- Nameplates.com (a div. of The Hallam Group): Online-focused custom nameplate and label manufacturer serving industrial and OEM customers; comparable product offering (aluminum/stainless nameplates, decals, overlays) but with a more digital-direct GTM model.
Broad incumbents
- Avery Dennison: Global leader in label materials and pressure-sensitive adhesives with a substantial industrial identification and durable labeling portfolio; broader scale and product breadth than Metallics across multiple label categories.
- Multi-Color Corporation: Large diversified label and packaging solutions provider serving consumer and industrial customers globally — overlaps with Metallics in industrial/commercial durable labeling while operating at significantly greater scale.
- CCL Industries: World's largest label manufacturer serving industrial, consumer, and healthcare end-markets; competes with Metallics in industrial nameplates, overlays, and durable identification products at global scale.
Emerging players
- Weber Marking Systems: Provider of industrial labeling and identification solutions including labels, ribbons, and printing systems — adjacent player with overlapping customers in industrial manufacturing and logistics.
Regional players
- Murrplastik (Identification Systems): European manufacturer of identification systems including labels, nameplates, and markers for industrial automation — comparable product set to Metallics but primarily serves EMEA rather than US/NA markets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Metallics social profiles
Digital presenceMetallics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Metallics leadership team
Management profileNumber of profiles
Profiles4 records
Metallics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Metallics 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 Metallics
What does Metallics do?
Metallics manufactures custom identification, decoration, and promotional products, primarily labels, nameplates, graphic overlays, dials, safety markings, roll labels, die-cut letters, signs, and formed metal components. Products are made from metals (aluminum, stainless steel, brass, tin plate) and plastics/polymers (polyester, polycarbonate, vinyl, polypropylene, acrylic, etc.) and produced through in-house processes including screen and digital printing, chemical and laser etching, anodizing, embossing, doming, die-cutting, stamping, and variable data marking. The company serves industrial equipment manufacturers and OEMs with durable, customized identification solutions that withstand harsh environments, with quote-based, project-driven sales to enterprise customers.
Is Metallics a public or private company?
Metallics is a private company. It is classified as corporate owned and is currently operating.
When was Metallics founded?
Metallics was founded in 1946. It employs 101 to 250 people.
Where is Metallics based?
Metallics is headquartered in Onalaska, United States, in the North America region.
How does Metallics make money?
One revenue line is on record: custom Label and Nameplate Manufacturing.
Who are Metallics's main competitors?
Direct peers on record are Brady Corporation, Industrial Nameplate Company, Horizons Incorporated, Cincinnati Marking & Label (Metalphoto) and Nameplates.com (a div. of The Hallam Group). Broad incumbents are Avery Dennison, Multi-Color Corporation and CCL Industries. Weber Marking Systems is listed as an emerging player. Murrplastik (Identification Systems) is listed as a regional player.
Does Metallics have an API?
No public API is recorded for Metallics.
What industry is Metallics in?
Metallics's product category is Custom Industrial Labels and Nameplates Manufacturing. Its primary akta.pro industry code is IMAEAGAJ, Tapes, Labels & Pressure-Sensitive Adhesives. Its NAICS code is 332812 and its SIC code is 3470.