What Avery does

Avery is a European label and sticker manufacturer and retailer founded in 1935 by Ray Stanton, currently operating as a subsidiary brand under CCL Label Inc. (Framingham, USA) through Avery France SAS. The company is headquartered in Amersfoort, Netherlands, and runs three European production facilities in Raunds (UK), Oberlaindern (Germany), and Amersfoort (Netherlands), serving customers primarily across the Benelux region and broader Europe, with additional reach into the Middle East and Oceania. Avery sells directly to consumers and small businesses exclusively through its own e-commerce platform at avery.nl, with no physical retail presence.

The product portfolio operates on a dual-mode model. The first mode is blank label sheets in A4 format, sold per-pack with no minimum order quantity across paper, plastic, transparent, recycled, kraft, colored, fluorescent, and metallic materials in over 80 shapes and sizes. The second mode is the WePrint (Printshop) custom print-on-demand service, which uses Avery's proprietary Dewhite underlayer technology to print on transparent and colored substrates, offering custom sizes, shapes, materials, and finishes for labels on sheets, rolls, individual cut stickers, hang tags, name badges, card products, candle dust caps, plant labels, and window stickers. Both modes are supported by the free cloud-based Avery Design & Print Online software, which includes a template library, image library, mail merge for variable data printing, QR and barcode generation, and sequential numbering; the software is also available as a Microsoft Word plugin.

The business generates revenue from one-time product sales of blank label SKUs and transactional fees from custom print orders, with pricing starting around €4.80/pack for basic blank labels and €12+ for custom-printed sheets, scaling up to €118+ for roll-format custom orders. The free design software and the Avery Plus+ loyalty program function as retention and demand-generation mechanics rather than direct revenue streams. Customer segments are explicitly horizontal and span SMBs needing product/packaging labels, artisan and craft producers (candles, cosmetics, honey, beverages), home office and personal users, and educational institutions. The company is GDPR-compliant and maintains partial WCAG 2.1 Level AA accessibility on its website.

Name

Avery

Legal name

Avery France SAS

Website

https://avery.nl

Company type

Private

Founded year

1935

Operating status

Operating

Short description

Avery is a 1935-founded European label and sticker manufacturer and direct-to-consumer retailer, operating e-commerce at avery.nl from Amersfoort, Netherlands as a subsidiary of CCL Label Inc. It sells blank label sheets and a custom WePrint print-on-demand service to SMBs, artisan producers, home users, and educational institutions across Benelux and broader Europe.

Ownership category

akta.pro rank

Product category

Labels and Stickers

NAICS

Commercial Printing (except Screen and Books) (323111), Converted Paper Product Manufacturing (3222)

akta.pro primary industry

Flexible Packaging Printing (Film/Poly/Paper Print) (IMALAKAG)

akta.pro secondary industry

Sustainable Labels, Adhesives & Inks (Wash-Off Labels, De-inkable Inks, Low-VOC) (IMALAMAJ)

Keywords

• Self-adhesive labels
• Custom printed stickers
• Label design software
• Print on demand
• Product labeling solutions

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Blank Label Products: Sale of pre-manufactured blank label sheets and rolls in various materials (paper, plastic, transparent, colored) for self-printing. Products sold per sheet/roll with no minimum quantities for most items. Revenue generated from product sales with typical retail pricing.
2. WePrint Custom Printing Service: On-demand custom printing service for personalized labels, stickers, and related products. Customers design online or upload artwork; Avery prints and ships. Offers various materials, shapes, sizes, and finishes. Professional quality with white underlayer technology included at no extra cost.
3. Design Software (Free): Free Avery Design & Print software provided to drive product sales and customer engagement. Generates demand for blank label purchases and print services.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Avery manufactures and sells self-adhesive labels, stickers, cards, tags, and badges under its own brand. It operates two complementary channels: blank sheets that customers print themselves at home or in the office, and Avery Printshop, a custom print-on-demand service that prints customer designs on demand with no minimum order. The company also provides free cloud-based design software (Avery Design & Print) and free downloadable templates for more than 800 label types.

Product overview

Avery is a label and sticker company founded in 1935, offering a dual-mode product portfolio: (1) blank label sheets on A4 format for home/office printing, and (2) a professional print-on-demand service (Printshop) for fully custom-printed labels, stickers, hang tags, and cards. The core platform is supported by Avery Design & Print software — a free cloud-based online editor with templates, image library, mail merge, QR/barcode generation, and cloud storage. The product range spans materials (paper, plastic/film, transparent, kraft, metallic, recycled, colored, fluorescent), shapes (round, rectangular, square, oval, scallop, hexagonal, flower, plaque, heart), and formats (A4 sheets, rolls, individual cut stickers). Recent additions include holographic stickers (2024), plant labels (2025), window stickers (2025), and candle dust caps (2024). Avery serves both consumer/retail and business markets, with manufacturing facilities in Raunds (UK), Oberlaindern (Germany), and Amersfoort (Netherlands).

Differentiator

Problem solved

Functional benefit

Brands

• Avery Design & Print: Free online design and print software for creating custom labels and stickers
• Avery WePrint
• Avery Plus+
• Avery Family

Products and services

• Blank Label Sheets (Blanco etiketten op vel) Pre-cut self-adhesive label sheets in standard and custom formats for home and office printers. Available in multiple materials (paper, plastic, transparent, colored, water-resistant) and used by small businesses, home users, and offices for addressing, product labeling, and organization.
• Avery Printshop (Custom Printing Service) Professional print-on-demand service that prints customer designs on labels, stickers, cards, badges, and tags with no minimum order quantity. Uses Dewhite Underlayer Technology for vibrant printing on transparent and colored materials. Designed for small businesses, makers, and consumers who need short runs of custom printed products.
• Avery Design & Print (Online) Free cloud-based design software with more than 800 label templates for creating label and sticker artwork. Integrates with Avery's blank label sheets and Printshop custom printing service. Available to anyone designing Avery-compatible labels.
• Labels on Roll (Etiketten op rol) Self-adhesive labels supplied in roll format, typically used with dispensers or industrial labeling equipment. Used by businesses for product labeling, packaging, and shipping.
• Individual Cut Stickers (Losse stickers) Pre-cut individual stickers sold separately rather than on a sheet. Used for product decoration, branding, and personalization by consumers and small businesses.
• Holographic Stickers (Holografische stickers) Holographic-finish custom printed stickers with iridescent effect for premium product decoration and branding. Produced via Avery Printshop.
• Self-Adhesive Name Badges (Zelfklevende naambadges) Self-adhesive name badges for events, conferences, retail staff identification, and visitor management. Available blank and custom printable.
• Hang Tags Printed hang tags used for retail product labeling, pricing, and branding, typically attached via string or fastener to merchandise.
• Card Products (Kaartproducten) Printed card products including business cards, postcards, and greeting cards, available blank or custom-printed via Avery Printshop.
• Candle Dust Caps (Stofkap voor kaarsen) Custom printed dust caps for candles, used by artisan candle makers as branded packaging components. Produced via Avery Printshop.
• Printed Plant Labels (Bedrukte planten etiketten) Custom printed plant labels (planten etiketten) for nurseries, garden centers, and plant sellers. Produced via Avery Printshop.
• Printed Window Stickers (Bedrukte raamstickers) Custom printed window stickers (raamstickers) for shop windows, vehicles, and signage applications. Produced via Avery Printshop.
• Avery Family Sub-brand of Avery offering a curated range of blank label products for home users, families, and personal organization, including home office, kitchen, school, and craft labels.
• Avery Plus+ Loyalty Program Loyalty program offering members benefits on Avery.nl, including exclusive discounts and rewards on label and printing purchases.

Quantifiable outcome

• Labels remain attached for 90+ days in seawater (BS5609 certification)
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• CCL Label Inc.parent companyOthersAvery Benelux is part of Avery France SAS, which is owned by CCL Label Inc. headquartered in Framingham, USA. CCL Label Inc. is the parent company that owns the Avery and Avery Zweckform trademarks globally.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sticker Mule: Direct-to-consumer custom sticker and label printing platform offering fast turnaround, no minimums, and an online design experience — directly comparable to Avery's WePrint service in target customer (SMBs, creators, brands) and product category (custom labels/stickers).
• OnlineLabels.com: Major US-based online retailer of blank and custom-printed labels in sheet and roll formats, with a comparable Maestro Label Designer software ecosystem — closely aligned with Avery's dual blank/custom model and target SMB use cases.
• Moo.com: Premium print-on-demand platform for business cards, stickers, postcards, and labels — overlapping with Avery's card products, custom stickers, and hang tags for SMBs and creative professionals.
• Lightning Labels: US-based custom label printing company offering roll labels in various materials and finishes for small to mid-sized businesses — a direct comparable in custom label manufacturing and B2B/SMB target market.
• Sticker Giant: Custom sticker and label printer serving small businesses, artists, and brands — comparable to Avery's WePrint service in product (die-cut stickers, labels) and target customer profile.
• 4over: Commercial printing marketplace offering custom labels, stickers, and packaging — comparable to Avery's WePrint service in commercial printing model and product range.

Broad incumbents

• Vistaprint (Cimpress): Large-scale print-on-demand platform offering business cards, labels, marketing materials, and signage to SMBs globally — overlapping product categories with Avery's custom printing service at a much broader scale.
• Brady Corporation: Global manufacturer of identification and label solutions (industrial safety labels, product ID, printing systems) — operates in the broader label industry but focused on B2B industrial applications rather than Avery's consumer/SMB niche.

Emerging players

• Noissue: Sustainable custom packaging and label provider targeting small DTC brands — comparable to Avery's sustainable product line (recycled, kraft) and SMB/creator target market, but with a narrower sustainability focus.

Others

• CCL Industries: Avery's ultimate parent company and one of the world's largest label converters — comparable as the global label industry incumbent and relevant because strategic decisions for Avery flow from CCL.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AveryBenelux
• LinkedInlinkedin.com/company/avery-products
• Instagraminstagram.com/avery_nederland

Compliance2 records

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 Avery