Barcode
Australian distributor of barcode and RFID technology, including scanners, printers, labels, wristbands, and pharmacy mobile computing, primarily serving healthcare (80% of Australian hospitals and private pathology labs), government, education, retail, and NGO sectors.
- Company typePrivate
- Founded1995
- HeadquartersRutherford, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Barcode does
Barcode Direct Pty Ltd is an Australian privately held distributor of barcoding and RFID technology, founded in 1995 and headquartered in Rutherford, New South Wales. The company supplies a comprehensive hardware, consumables, and software portfolio spanning barcode scanners (corded, wireless, CCD, omni-directional), barcode printers (desktop thermal, mobile, receipt), wristband printers, thermal transfer and direct thermal labels, wax/resin ribbons, healthcare wristbands, and the Android MC3300 mobile computer bundled with iPharmacy InStock software for hospital pharmacy stock management. Its core technology stack is OEM-sourced through flagship and technology partnerships with Zebra, Honeywell, Datalogic, Denso, Epson, Brother, Opticon, Seagull Scientific (BarTender), Magtek, Posiflex, iPharmacy, and standards body GS1, with proprietary value-add concentrated in pre-configuration ("Plug and Play" scanning setup), validation against major healthcare ADT systems (Allscripts, Cerner, Epic, McKesson), and consumables supply.
The company operates a consultative B2B go-to-market with quote-based pricing across all SKUs, multi-year contracts, and direct sales via phone, email, and "Request a Free Proposal" engagement; no public e-commerce or marketplace channel is offered. Healthcare is the primary vertical, with claimed penetration of 80% of Australian hospitals and private pathology labs and named relationships with NSW Health, Ramsay Healthcare (12 years), and Australian Red Cross. Secondary verticals include federal/state government and local councils, education (schools, TAFE, universities), NGOs, retail, and telecommunications. Revenue is generated through three streams: hardware sales, recurring consumables sales (labels, ribbons, wristbands), and professional services including pre/post-sales consultation and solution bundling for pharmacy management, asset tracking, and document management.
Barcode firmographics
Firmographics- Name
- Barcode
- Legal name
- Barcode Direct Pty Ltd
- Website
- https://barcodedirect.com.au
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Australian distributor of barcode and RFID technology, including scanners, printers, labels, wristbands, and pharmacy mobile computing, primarily serving healthcare (80% of Australian hospitals and private pathology labs), government, education, retail, and NGO sectors.
- Ownership category
- akta.pro rank
Barcode industry classification
Industry- Product category
- Barcode and Labelling Hardware Distribution
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Packaging and Labeling Services (561910)
- SIC
- Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Printing Trades Machinery & Equipment (3555), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Barcode Scanners & Retail/Industrial Data Capture (HDACAFAJ)
- akta.pro secondary industries
- Labeling, Coding & Marking Equipment (Labelers, Inkjet, Laser) (IMALAOAD), Pharmaceutical Labels & Patient Information Packaging (Labels, IFUs, Booklets) (IMALAIAK)
Keywords
Where Barcode is headquartered
LocationHeadquarters
- HQ city
- Rutherford
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Barcode business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Hardware Sales: Sale of barcode scanners, barcode printers, wristband printers, and mobile computers. Products are pre-configured and ready to use upon delivery.
- Consumables Sales: Sale of labels (thermal transfer, direct thermal, polypropylene, polyester), thermal transfer ribbons (wax, wax/resin, resin), and wristbands. Recurring revenue from consumables that need regular replenishment.
- Professional Services: Pre and post-sales consultations, technical support, and solution bundling for Pharmacy Management, Asset Tracking, and Document Management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based pricing for all products |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Barcode product offering
Product offeringCore offering
Barcode Direct distributes barcode and RFID hardware (scanners, thermal and wristband printers, mobile computers) and consumables (thermal transfer and direct thermal labels, ribbons, patient wristbands) to healthcare, government, education, NGO, retail and telecom customers across Australia. The company pre-configures scanners prior to delivery, resells and supports label-design software (BarTender, Zebra Designer Pro), and bundles solution packages for pharmacy management, asset tracking and document management, including an exclusive iPharmacy InStock mobile computer offering for hospital pharmacies.
Product overview
Barcode Direct is an Australian-owned distributor of barcoding technology, offering a comprehensive portfolio of hardware, software, and consumable products. The core product line includes Barcode Scanners (corded, wireless, CCD, and omni-directional), Barcode Printers (desktop thermal, mobile, and receipt), Wristband Printers, and the iPharmacy Mobile Computer (Android MC3300). Supporting these hardware products are software solutions including BarTender and Zebra Designer Pro for label design, plus iPharmacy InStock for pharmacy stock management. The consumables portfolio comprises Labels (thermal transfer, direct thermal, synthetic materials), Ribbons (wax, wax/resin, and resin), and Healthcare Wristbands. The company primarily serves healthcare, government, education, retail, and NGO sectors across Australia, with particular strength in healthcare where they supply 80% of hospitals and private pathology labs.
Differentiator
Problem solved
Functional benefit
Products and services
- Barcode Scanners A range of barcode scanning devices including corded USB scanners, wired CCD scanners, wireless Bluetooth/WiFi scanners, companion pocket scanners, and omni-directional scanners sold to retail, healthcare, logistics, government, education and NGO customers. Devices are pre-configured to customer specifications prior to delivery for 'Plug and Play' use.
- Barcode Printers Barcode printers including Desktop Thermal Direct printers, Mobile Barcode Printers, and Thermal Receipt Printers for retail, healthcare and industrial use, sourced from partners including Zebra, Honeywell, Epson and Brother.
- Wristband Printers Patient-identification wristband printers including Zebra ZD510-HC and Brother TD-2120N, validated for use with leading ADT systems such as Allscripts, CareFusion, Cerner, CPSI, Epic and McKesson, and supplied to over 100 hospitals across Australia.
- Labels Australian-made label solutions including Thermal Transfer Paper Labels (up to 20 years durability), Direct Thermal Paper Labels (2 years), Polypropylene and Polyester Labels, and specialist medical/pathology labels including cryogenic and piggyback labels for healthcare and industrial applications.
- Ribbons Thermal transfer ribbons with wax, wax/resin combination, and full resin coatings, available in various sizes including 110mm, 85mm, 65mm and 55mm widths in 70-450m lengths for use with thermal transfer barcode printers.
- Healthcare Wristbands Patient identification wristbands including Adult (279.5mm x 25.4mm in red or white), Paediatric (177.8mm x 25.4mm), and Soft Infant/Newborn (195.3mm x 25.4mm) wristbands, compatible with Zebra wristband printers and featuring antimicrobial coating via Zebra Z-Band.
- iPharmacy Mobile Computer (Android MC3300) Android-based PDA mobile computer (Zebra MC3300) designed for pharmacy stock management, with iPharmacy InStock software integration for hospital pharmacy stock replenishment and data synchronization. Includes single slot cradle, lifetime PBS InStock license, and 1-year subscription for upgrades and support.
- BarTender Label Design Software Professional barcode labeling software from Seagull Scientific enabling the design, creation and automation of printing and control of labels, barcodes, RFID tags and plastic cards, available in four editions: Create Basic, Create Professional, Automation, and Enterprise Automation.
- Zebra Designer Pro Windows-based label design software from Zebra with a WYSIWYG label designer, database connectivity, and RFID capabilities for creating labels with fixed or variable data.
Quantifiable outcome
- Supplies labels and equipment to 80% of Australian hospitals
- +2 more outcomes
Companies that use Barcode
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles2 records
Barcode technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Barcode partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered major, flagship and core.
- DatalogicmajorTechnology partner supplying barcode scanning equipment including corded, wireless, and companion scanners.
- DensomajorTechnology partner supplying barcode scanners and data collection equipment.
- EpsonmajorTechnology partner supplying thermal receipt printers including Epson TM-T88V series.
- HoneywellmajorFlagship technology partner supplying scanners, mobile printers, and desktop printers including Voyager, Orbit, and Xenon series.
- ZebraflagshipFlagship partner supplying Zebra wristband printers (ZD510-HC), desktop printers (ZD421), mobile printers (ZQ610), and scanners. Exclusive supplier of Zebra Z-Band wristbands with antimicrobial coating. Core partner for healthcare wristband solutions.
- OpticonmajorTechnology partner supplying corded and wireless barcode scanners including OPL, OPR, OPN, and L-series devices.
- Seagull ScientificmajorTechnology partner supplying BarTender professional barcode labeling software. BarTender editions include Create (Design and Print), Professional, Automation, and Enterprise Automation.
- BrothermajorTechnology partner supplying thermal transfer barcode printers (TD-4420TN), mobile printers (TD-2120N), and wristband printers.
- iPharmacycoreExclusive partnership for Android MC3300 mobile computer with iPharmacy InStock software integration for hospital pharmacy stock management. Includes lifetime PBS InStock application license.
- GS1coreGS1 Member - standards body for Australia. Provides licensed barcode numbers (EAN/UPC symbology) for retail products. GS1 member badge displayed on website.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Barcode competitors and assessment
Company assessmentBroad incumbents
- Brother International: Manufacturer of thermal transfer barcode and wristband printers (TD-4420TN, TD-2120N) that Barcode Direct distributes; broader incumbent offering overlapping printer categories across SMB and healthcare.
- Zebra Technologies: Global manufacturer of barcode scanners, printers, and RFID solutions, including the ZD510-HC wristband printer and Z-Band wristbands that Barcode Direct distributes as a Flagship partner in Australia. Zebra is the upstream supplier and broadest incumbent in the category.
- Honeywell Scanning and Mobility: Major manufacturer of barcode scanners, mobile computers, and printers (Voyager, Xenon, Orbit series) that Barcode Direct resells in Australia. Comparable as a broad incumbent offering the same product categories across healthcare and retail.
Direct peers
- Avery Dennison: Global manufacturer of pressure-sensitive labels, RFID tags, and labeling solutions; comparable on the consumables (labels) side of Barcode Direct's portfolio serving healthcare and retail.
- TSC Auto ID Technology: Manufacturer of thermal transfer barcode printers and mobile printers competing in the same categories as the Zebra, Brother, and Honeywell units Barcode Direct distributes; comparable mid-market hardware distributor overlap.
- Brady Corporation: Manufacturer and printer of labels, wristbands, and identification products including healthcare patient ID wristbands — directly comparable consumables and patient ID product overlap.
- Cognex Corporation: Supplier of industrial barcode readers, machine vision, and ID solutions used across healthcare, logistics, and retail — overlapping end markets and broader ID technology category with Barcode Direct.
- Datalogic: Italian-headquartered manufacturer of barcode scanners and data capture equipment; Barcode Direct lists Datalogic as a major technology partner. Directly comparable on product offering (corded, wireless, and companion scanners) and customer verticals including healthcare and retail.
- SATO Holdings: Japanese manufacturer of barcode printers, labels, and RFID solutions with strong presence in healthcare and retail — directly comparable product portfolio and customer overlap with Barcode Direct.
Emerging players
- Peak Technologies: US-headquartered barcode and mobile computing solutions provider focused on enterprise supply chain, manufacturing, and healthcare customers — closely analogous business model as a value-added barcode technology distributor comparable to Barcode Direct.
Market position
Strengths1 record
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Barcode social profiles
Digital presenceBarcode financial estimates
Financial estimateRevenue estimate
Valuation estimate
Barcode leadership team
Management profileNumber of profiles
Profiles7 records
Barcode funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Barcode 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 Barcode
What does Barcode do?
Barcode Direct distributes barcode and RFID hardware (scanners, thermal and wristband printers, mobile computers) and consumables (thermal transfer and direct thermal labels, ribbons, patient wristbands) to healthcare, government, education, NGO, retail and telecom customers across Australia. The company pre-configures scanners prior to delivery, resells and supports label-design software (BarTender, Zebra Designer Pro), and bundles solution packages for pharmacy management, asset tracking and document management, including an exclusive iPharmacy InStock mobile computer offering for hospital pharmacies.
Is Barcode a public or private company?
Barcode is a private company. It is classified as family owned and is currently operating.
When was Barcode founded?
Barcode was founded in 1995. It employs 11 to 50 people.
Where is Barcode based?
Barcode is headquartered in Rutherford, Australia, in the Oceania region.
How does Barcode make money?
Three revenue lines are on record. Hardware Sales are the primary driver. The others are consumables Sales and professional Services.
Who are Barcode's main competitors?
Broad incumbents on record are Brother International, Zebra Technologies and Honeywell Scanning and Mobility. Direct peers are Avery Dennison, TSC Auto ID Technology, Brady Corporation, Cognex Corporation, Datalogic and SATO Holdings. Peak Technologies is listed as an emerging player.
Does Barcode have an API?
No public API is recorded for Barcode.
What industry is Barcode in?
Barcode's product category is Barcode and Labelling Hardware Distribution. Its primary akta.pro industry code is HDACAFAJ, Barcode Scanners & Retail/Industrial Data Capture, with a secondary code of IMALAOAD, Labeling, Coding & Marking Equipment (Labelers, Inkjet, Laser). Its NAICS code is 33451 and its SIC code is 5047.