Avery launches label print business

Avery Products is launching a new print service which will see small and micro businesses able to create and order printed labels direct from the supplier.

Launched under the Avery WePrint brand the company says the new business ‘offers small business and home based customers access to cost-effective high-quality printed labelling and card solutions’.

The company says it is not a competitor to its label industry customers. Ranjit Sohoni, head of marketing, Avery Products told ProPrint that “Avery WePrint is a premium priced service that is not expected to cause channel conflict or have any impact on the traditional Avery labels business.”

Industry suppliers who also operate in the market of their customers is becoming a touchy subject in print. In the commercial print world both Fuji Xerox and Konica Minolta have businesses that compete directly against their equipment supplier customers.

Avery Products is a different company to labelstock supplier Avery Dennison, which was bought two years ago by CCL. Avery Products operates mainly in the office market.

Sohoni says, “WePrint is aimed at the middle ground between DIY label printing and ordering a professional print run. WePrint has low minimum order runs and is an extension to the current DIY system where the customer designs their label using our free online software. They will either be able to use a DIY print system or the WePrint system to design and print their own labels.

“The rationale behind this service is offering convenience to the micro or small business consumer in having their designs printed and delivered to them especially in cases where they find DIY not to be a feasible option due to volume constraints.”

Sohini says Avery is competing in the Vistaprint micro market with Avery WePrint.

He says, “This is an exciting project for us as it allows us to not only introduce our products to a new set of consumers who are looking for a quality solution without the expensive price tag of bespoke label printing, but it also extends the value we provide to our existing users.”

Avery WePrint has a low minimum order quantity, in addition to pricing starting as low as $12. Sohoni says, “The advantage that Avery WePrint also brings to the micro-business hand-made product market is the use of different materials such as pearlised, gloss and clear, which would be a distinct advantage in establishing themselves as a quality brand.”

Orders from Avery WePrint will be delivered in Australia in 5-7 business days, or 3-4 business days with express delivery