Sharpie

What Sharpie does

Sharpie is a consumer writing instruments brand owned by Newell Brands (NASDAQ: NWL) and legally held by Sanford, LP, tracing its roots to Sanford Manufacturing Company founded in 1857 and launching the Sharpie pen-style permanent marker in 1964. The brand's portfolio spans permanent markers, creative/acrylic markers, chalk and paint markers, professional and industrial markers, flip chart and fabric markers, S-Gel pens, felt tip pens, rollerball pens, highlighters, and dual-function products like the S-Note creative marker. Underlying the product line are proprietary ink formulations covering quick-drying permanent ink, water-based acrylic ink, oil-based paint ink, no-smear gel ink, and specialized industrial-grade inks rated for temperatures up to 500°F and for wet, oily, and dusty surfaces. Sharpie sells exclusively through third-party retail and e-commerce channels — Amazon, Walmart, Target, Staples, Office Depot, Walgreens, Dollar General, CVS, Kroger, and Michaels in the US, plus international servicing infrastructure in 19 countries — with pricing set independently by each retailer. The brand's go-to-market emphasizes product-led distribution, social media engagement via the #sharpie hashtag, a Creator Squad influencer program, content marketing through blogs and comparison charts, and cultural event sponsorships including the 2025 American Music Awards, NFL Rookie of the Year partnerships, and entertainment IP collaborations. Customer segments are horizontal and include students and educators, office workers, home/DIY crafters, professional artists, and industrial/trade professionals, with the brand positioned as a category-defining cultural icon of permanent markers.

Name

Sharpie

Legal name

Sanford, LP

Website

https://www.sharpie.com

Company type

Private

Founded year

1857

Operating status

Operating

Headcount range

11–50 employees

Short description

Sharpie is a consumer writing instruments brand owned by Newell Brands, selling permanent markers, pens, highlighters, and specialty markers through major US and global retailers. It serves students, office workers, home/DIY users, artists, and industrial trades with proprietary ink formulations.

Ownership category

akta.pro rank

Product category

Consumer Stationery and Writing Instruments

NAICS

Stationery Product Manufacturing (32223)

SIC

Pens, Pencils & Other Artists' Materials (3950)

akta.pro primary industry

Art & Drafting Supplies Retail (CRALABAG)

akta.pro secondary industries

Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools) (CRALACAC), Luxury Writing Instruments & Desk Accessories (CRAKAEAI)

Keywords

• Permanent markers
• Writing instruments
• Consumer stationery
• Highlighter pens
• Industrial markers

Headquarters

HQ city

Sandy Springs

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Writing Instruments Sales: Sharpie generates revenue through the sale of physical writing instruments including permanent markers, pens, highlighters, and specialty markers through retail distribution channels. Products are sold as one-time purchases through major retail partners and e-commerce platforms.

Go-to-market motion1 record

Distribution channels10 records

Marketing channels8 records

Core offering

Sharpie designs, manufactures, and distributes a portfolio of consumer and professional writing instruments through retail partners. Its core offerings include the original pen-style permanent markers, creative markers with paint-like acrylic ink, chalk and paint markers, industrial-grade professional markers, S-Gel pens with no-smear technology, felt tip and rollerball pens, and a full line of highlighters. Products are positioned for students, office workers, home/DIY users, professional artists, and industrial/trades applications.

Product overview

Sharpie is a consumer writing instruments brand offering a comprehensive portfolio of markers, pens, and highlighters. The core product lineup centers on Permanent Markers (the original pen-style marker introduced in 1964), complemented by Creative Markers with water-based acrylic paint-like ink, Chalk & Paint Markers for decorative surfaces, and Professional Markers for industrial applications. The pen portfolio includes S-Gel pens with no-smear technology, Rollerball pens, and Felt Tip pens. Highlighters span Tank, Pocket, Clear View, Retractable, and Gel varieties. Specialty products include S-Note dual-function markers/highlighters, Glam Pop special collections, and licensed collaborations. All products fall under Newell Brands (formerly Sanford, LP).

Differentiator

Problem solved

Functional benefit

Products and services

• Sharpie Permanent Markers The original Sharpie permanent markers feature quick-drying ink that resists water and fading on most surfaces including paper, plastic, metal, wood, glass, foil, stone, and leather. Designed for students, office workers, home users, and industrial applications.
• Sharpie Creative Markers Water-based acrylic markers featuring paint-like ink that boldly marks on almost any surface including paper, metal, wood, ceramic, glass, rock, and canvas. Available in Fine Tip, Bullet Tip, and Brush Tip with Earth Tones and Warm Tones collections. Designed for crafters, artists, and DIY users.
• Sharpie Chalk & Paint Markers Chalk and paint markers including oil-based paint markers for durability on surfaces like rock, wood, and glass; water-based paint markers for scrapbooks and decorative artwork; and chalk markers for chalkboards, windows, and glass surfaces.
• Sharpie Professional Markers Industrial-grade markers including PRO Permanent Markers for wet, oily, and dusty surfaces; Industrial Permanent Markers that withstand temperatures up to 500°F; Mean Streak Marking Sticks for dark and rough surfaces; and Peel-Off China Markers for glass, metal, porcelain, and plastic. Designed for industrial, construction, manufacturing, and trade professionals.
• Sharpie Flip Chart & Fabric Markers Specialty markers including Stained by Sharpie Fabric Markers for personalizing clothing and fabric items, and Flip Chart Markers for presentations with low-odor, water-based ink.
• Sharpie S-Gel Pens Gel ink pens featuring no smear, no bleed technology for clean, vivid writing. Available in multiple tip sizes (0.38mm, 0.5mm, 0.7mm, 1.0mm) with various barrel finishes including Metal Barrel, Fashion Barrel, and Copper Barrel options. Designed for everyday writing, note-taking, and professional use.
• Sharpie Felt Tip Pens Felt tip pens combining pen precision with marker performance. Feature quick-drying, fade-resistant ink in Fine Point (0.4mm), Medium Point (0.8mm), and Brush Tip styles with acid-free, archival-quality ink.
• Sharpie Rollerball Pens Rollerball pens combining bold ink with smooth performance. Available in Needle Point (0.5mm) for precise detailed lines and Arrow Point (0.7mm) for bold everyday writing, featuring metal clip and translucent grip.
• Sharpie Highlighters Highlighter pens and markers including Tank Highlighters for long-lasting performance, Pocket Highlighters for portability, Clear View with see-through tips, Retractable for one-click access, Gel Highlighters, and S-Note Creative Highlighters. Designed for students, office workers, and creative users.
• Sharpie S-Note 2-in-1 markers and highlighters featuring 19 mild colors for journaling, note-taking, highlighting, drawing, and creative organization. Also available in dual-tip format.
• Sharpie Glam Pop Special edition permanent markers featuring intensely bright, neon-inspired colors for transforming ordinary surfaces into creative statements. Available in Fine Point and Ultra Fine Point.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BIC: Global mass-market writing instruments brand (pens, markers, highlighters) competing head-to-head with Sharpie across the same retail channels and price points. Highly comparable product portfolio and customer segments including students, office, and home users.
• Pilot Pen: Major writing instruments manufacturer (G2, FriXion, Juice, Precise V5) with strong gel and rolling-ball pen lines that directly compete with Sharpie's S-Gel portfolio. Operates in identical retail and office supply channels.
• Pentel: Japanese writing instruments brand (EnerGel, Sign Pens, Arts & Crafts) overlapping with Sharpie's pen and creative marker categories. Comparable distribution through office superstores and art/craft retailers.
• Staedtler: German premium writing and art supplies manufacturer (Lumocolor, Noris, permanent markers) with comparable industrial marker formulations and broad artist/educator/office user base.
• Faber-Castell: Global art and writing instruments brand (Castell 9000, Pitt markers, Textliner) competing with Sharpie in creative, educational, and professional segments. Similar global retail footprint and brand heritage.
• Paper Mate: Sibling brand under Newell Brands offering ballpoint, gel, and felt-tip pens (InkJoy, Gel Writers, Flair) that compete with Sharpie in the same office/school channels. Same parent enables shared distribution leverage.
• Crayola: Iconic children's art and writing brand (markers, crayons, colored pencils) overlapping with Sharpie's creative/educational segment. Comparable cultural brand equity and back-to-school demand cycle.
• Tombow: Japanese stationery manufacturer (Mono erasers, Dual Brush Pens, Fudenosuke) with strong positions in creative/art marker categories that compete directly with Sharpie's creative marker and S-Note lines.
• Sakura of America: Manufacturer of Pigma Micron fineliners and Gelly Roll pens, with comparable archival/no-bleed ink technology and a strong presence in the professional artist and journaling markets that Sharpie targets.

Emerging players

• Copic: Premium refillable alcohol-based markers dominant in the professional illustration and manga/art market. Represents the higher-end competitor Sharpie's Creative Markers and Glam Pop collections are positioned against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sharpie
• YouTubeyoutube.com/@sharpie
• LinkedInlinkedin.com/company/sharpie
• Instagraminstagram.com/sharpie
• Facebookfacebook.com/Sharpie

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 Sharpie