Avery Dennison Smartrac

What Avery Dennison Smartrac does

Avery Dennison Smartrac is the RFID and digital ID division of Avery Dennison Corporation (NYSE: AVY), a Fortune 500 global materials science company headquartered in Glendale, California. The division is the world's largest provider of RFID inlays and digital identification solutions, operating seven manufacturing facilities with annual production capacity exceeding 10 billion units. Smartrac sells UHF, HF, and NFC passive RFID inlays and tags (dry inlays, wet inlays, labels/stickers, hard tags) to enterprise customers across retail/apparel, food and beverage, healthcare/pharmaceutical, automotive, aviation, logistics, and industrial manufacturing segments. Named enterprise customers include adidas, Decathlon, Sodexo, Esselunga, Yazaki, Hanmi Pharmaceutical, Grupo Boticário, and Dassai.

The company's proprietary technology includes the atma.io connected product cloud platform, which manages over 10 billion unique items and adds more than 50 new connected products per second, providing digital identity, lifecycle tracking, consumer engagement, sustainability, and brand protection modules. The portfolio is protected by more than 1,750 patents and patent applications, and the company holds the sole ARC Accreditation for Quality from Auburn University RFID Lab. Recent product launches include the AD Nanoblock HF/NFC Inlay (2025) and expanded manufacturing of Wiliot IoT Bluetooth-enabled sensors through a strategic partnership dating to 2022.

Avery Dennison Smartrac operates a sales-led, enterprise go-to-market model with direct field sales, a five-step adoption process (business case through full rollout), and an extensive channel network of label converters, service bureaus, and system integrators. Revenue is generated through hardware sales of RFID inlays and tags, subscription-based SaaS revenue from atma.io, IoT sensor hardware, and professional services for implementation. The company was formed through Avery Dennison's 2019/2020 acquisition of Smartrac Technology GmbH.

Name

Avery Dennison Smartrac

Legal name

Avery Dennison Corporation

Website

https://rfid.averydennison.com

Company type

Public

Founded year

2021

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Avery Dennison Smartrac, the RFID and digital ID division of Avery Dennison Corporation (NYSE: AVY), is the world's largest provider of passive RFID inlays and tags, serving enterprise customers across retail, apparel, food, healthcare, automotive, aviation, and logistics with hardware, the atma.io connected product cloud platform, and IoT sensor solutions.

Ownership category

akta.pro rank

Product category

RFID Tags and Digital ID Solutions

NAICS

Other Measuring and Controlling Device Manufacturing (334519), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

SIC

Electronic Components & Accessories (3670), Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Asset Tracking, RTLS & Industrial Visibility (IMAIAMAE)

akta.pro secondary industries

Sensors & Modules (IMU, GPS, Camera, RF) Retail (CRACAKAC), Condition Monitoring Sensors & IoT (online/offline monitoring, edge devices) (EUADAJAD)

Keywords

• RFID inlays and tags
• Digital identification solutions
• Connected product cloud
• UHF HF NFC transponders
• IoT supply chain visibility

Headquarters

HQ city

Glendale

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. RFID Inlays and Tags: Sale of passive RFID inlays and tags operating in UHF, HF and NFC frequency bands. Products include dry inlays, wet inlays, labels/stickers, and hard tags. Manufacturing capacity of more than 10 billion units annually across seven manufacturing facilities.
2. atma.io Connected Product Cloud Platform: SaaS platform for digital ID management, tracking, and consumer engagement. Processes billions of sensing events across millions of products monthly. Offers modules for consumer engagement, operational excellence, brand protection, and sustainability.
3. IoT Bluetooth-enabled Sensors: Wiliot IoT Bluetooth-enabled sensors manufactured by Avery Dennison. Battery-free sensors for ambient IoT supply chain intelligence, enabling real-time monitoring of location, temperature, humidity, and handling conditions.
4. Professional Services and Implementation: Services including business case development, custom solution design, pilot process support, implementation assistance, and training. Five-step adoption process with dedicated support from initial business case through full rollout.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Avery Dennison Smartrac manufactures and sells passive RFID inlays and tags operating in UHF, HF, and NFC frequency bands (dry inlays, wet inlays, labels and stickers, hard tags) for item-level identification across retail, healthcare, food and beverage, automotive, aviation, and logistics industries. The division also operates atma.io, a SaaS-based connected product cloud platform that creates and manages unique digital identities for every physical item. Offerings are complemented by the Wiliot IoT Bluetooth-enabled sensor line and Digital Product Passport solutions.

Product overview

Avery Dennison Smartrac operates as a product portfolio company offering RFID inlays, tags, and connected product solutions. The core portfolio consists of UHF and HF RFID inlays (available as dry inlays, wet inlays, labels and stickers, and hard tags), with the atma.io connected product cloud platform providing the digital layer for product identity and lifecycle management. The AD Nanoblock HF/NFC inlay addresses constrained-space tagging requirements, while the AD TexTrace line extends RFID technology into connected textiles. WaveSafe labels and Digital Product Passports serve as specialized add-on capabilities within the broader RFID ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• atma.io: Connected product cloud platform that creates, assigns, and manages unique digital identities for physical items, enabling consumer engagement, sustainability tracking, brand protection, and operational excellence.

Products and services

• atma.io Connected Product Cloud Cloud-based SaaS platform that creates, assigns, and manages unique digital identities for every physical item, enabling consumer engagement, sustainability tracking, brand protection, and operational excellence across the supply chain.
• RFID Inlays (Dry and Wet) UHF and HF RFID inlay components in dry and wet formats that serve as the fundamental transponder technology for item-level tagging and tracking across retail, healthcare, food, automotive, and logistics applications.
• RFID Labels and Stickers Pressure-sensitive RFID labels and stickers combining adhesive substrates with embedded RFID inlays for printable, dispensable tagging solutions suitable for apparel, retail, and logistics applications.
• RFID Hard Tags Ruggedized RFID hard tags designed for reusable applications, asset tracking, and environments requiring durable tag attachment methods such as industrial and automotive use cases.
• AD Nanoblock HF/NFC Inlay Ultra-compact HF/NFC RFID inlay featuring NXP ICODE SLIX HC and ICODE 3 chips with NFC Forum Type 5 Certification, designed for tagging space-constrained items in apparel, healthcare, beauty, and food and beverage applications.
• AD TexTrace Connected Textiles RFID-enabled yarn and fabric solutions for garment tracking, authentication, and circular economy applications in the fashion and apparel industry.
• WaveSafe RFID Labels Specialized RFID labels engineered with WaveSafe technology to ensure safe use near metallic surfaces and in cryogenic or microwave environments, particularly for food safety and food service applications.
• Digital Product Passport Digital identity solution enabling product provenance, sustainability tracking, and regulatory compliance documentation linked to physical products via RFID and NFC tags across the value chain.

Quantifiable outcome

• 97%+ inventory scan accuracy
• +4 more outcomes

Named customers10 records

Segments10 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• WiliotcoreStrategic or Co-development Partner · 17 May 2022Strategic partnership to build and scale the IoT through integration of atma.io and development, design and manufacturing of Wiliot tags. Avery Dennison is a strategic investor in Wiliot. Partnership expanded in September 2025 to scale manufacturing of next-generation IoT Bluetooth-enabled sensors with smaller chip footprint and simplified inlay architecture. Avery Dennison fully integrating Wiliot solutions into Intelligent Labels portfolio and atma.io connected product cloud.
• Simbe RoboticscoreTechnology or IntegrationPartnership with Simbe Robotics to power their Tally autonomous inventory robot with Avery Dennison UHF RFID technology. Tally uses Avery Dennison AD-324u8 and AD-383u7 product tags for daily inventory scans achieving 97%+ accuracy. Simbe's Tally 3.0 robot combines RFID and computer vision for comprehensive retail automation.
• adidasflagshipStrategic or Co-development Partneradidas is utilizing the atma.io connected product cloud for their Infinite Play initiative enabling circularity and unique consumer-product interactions. The program enables adidas to buy-back products and give them a second life. adidas integrated atma.io to achieve connected product vision and sustainability goals.
• SodexocoreTechnology or IntegrationSodexo successfully deployed RFID through SmartChef grab-and-go vending concept based on CryoWerx's SmartFridge. Each item tagged with Avery Dennison WaveSafe RFID labels allowing heatable items to be safely microwaved and every item tracked in inventory. Consumers unlock fridge with QR code and are billed automatically.
• DecathloncoreTechnology or IntegrationDecathlon US stores use Simbe's Tally robot powered by Avery Dennison UHF RFID technology. Tally autonomously handles inventory audits, scanning tags daily to capture real-time insights about sales floor. Data sent to Decathlon's US information system for product replenishment orders.
• EsselungacoreTechnology or IntegrationItalian grocer Esselunga opened La Esse store concept with all products tagged with RFID labels. Customers pay by inserting shopping bag into Presto Cassa checkout stations that read RFID tags instantly. Store offers click and go lockers for online pickup. Technology showcase enabling mobile checkout and cashier-less shopping.
• Auburn University RFID LabcoreStrategic or Co-development PartnerAvery Dennison works closely with Auburn University RFID Lab and is the only company globally awarded ARC Accreditation for Quality. The lab provides independent certification of RFID tag quality and performance standards.
• NXP SemiconductorscoreTechnology or IntegrationAvery Dennison products use NXP chips including UCODE 8, ICODE SLIX HC, and ICODE 3 chips in various RFID inlays. Strategic component supplier for RFID integrated circuits.

Scale indicators8 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Zebra Technologies: Zebra Technologies provides RFID readers, printers, and asset tracking solutions used across retail, logistics, and healthcare. It competes with Avery Dennison's RFID offering on the reader/infrastructure side and overlaps significantly in retail and supply chain deployments.
• HID Global: HID Global manufactures RFID tags and readers for asset tracking, identification, and IoT applications. Its RFID inlay portfolio competes with Avery Dennison Smartrac across industrial, logistics, and identification markets.
• Alien Technology: Alien Technology manufactures UHF RFID inlays and tags and is one of the few global RFID inlay manufacturers at scale. It directly competes with Avery Dennison Smartrac for retail and supply chain tag volume, particularly in apparel and logistics.
• Checkpoint Systems: Checkpoint Systems (part of CCL Industries) provides RFID-based inventory and loss prevention solutions for retail. Its apparel-focused RFID tag and label offering directly overlaps with Avery Dennison Smartrac's retail segment.
• Smartrac Technology (pre-acquisition): Now part of Avery Dennison, Smartrac was the direct predecessor entity to Avery Dennison Smartrac. Pre-acquisition it was a leading RFID inlay manufacturer, and its technology base forms the foundation of the current division.
• Impinj: Impinj is a leading UHF RFID solutions provider, designing and selling RFID chips (monza), readers, and software. It is the most direct competitor to Avery Dennison Smartrac in the UHF RFID inlay and tag ecosystem, serving similar retail and supply chain customers.
• Beontag: Beontag is a global manufacturer of RFID/NFC labels and tags, with manufacturing operations across Latin America, Europe, and Asia. It is a direct competitor to Avery Dennison Smartrac in the RFID inlay and label market, particularly across multiple verticals.

Broad incumbents

• Sensormatic Solutions (Johnson Controls): Sensormatic Solutions provides RFID-enabled inventory intelligence and loss prevention for retail, as part of Johnson Controls' broader building technology portfolio. It competes with Avery Dennison's retail RFID deployments as a broader retail technology incumbent.

Emerging players

• ATLAS RFID Store: ATLAS RFID Store is a specialized RFID hardware distributor that competes for smaller RFID inlay and reader sales. It is a partial-adjacent competitor serving the lower end of the RFID market where Avery Dennison Smartrac is less focused.
• Wiliot: Wiliot is a strategic partner of Avery Dennison that develops battery-free Bluetooth-enabled IoT Pixels. It is an emerging player in ambient IoT, complementary to RFID and partially overlapping on condition monitoring and supply chain visibility use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/AveryDennisonVideo
• LinkedInlinkedin.com/company/avery-dennison-smartrac

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Avery Dennison Smartrac