Avery’s Next Chapter: Rebranding, Vertical Growth, and Smarter Label Solutions - Distribution Unpacked Episode #14

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Dave, thanks for joining us today.
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Absolutely, Our pleasure. It's always great to be here.
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You know, we're launching our new podcast, Distribution Unpacked, and of course, Avery is a key partner for us. What's new and exciting at Avery?
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Well, like everybody else, we're trying to figure out where the industry's headed.
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Sure.
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That's, that's first and foremost. So, you know, we're seeing a lot of changes. We're seeing differences in the way people are going to market. We're seeing differences in the way consumers are looking for product, how they're learning about product. We, we're also discovering that there's a lot of new markets out there. So for example, we've noticed that, I guess to back up a little bit. So it's actually our 90th anniversary, so we're rebranding our labels. As a result of that, you're going to see a lot of more communication out towards the end user.
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Okay.
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You're going to start to see us expand into areas we've never looked at before, such as small business, medium sized businesses. You know what we've learned from our research over the last few years, that equates to almost a 60 million person workplace now. Wow. So that's a pretty sizable target to go after. Sure. So you're going to see a lot of things like that. Obviously, Avery's still going to be Avery, as everyone knows. So you're going to see the staples there, but you're going to start to see a different look and you're going to start to see us expand our reach a little bit.
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So I heard a rebrand. Are we like redoing the logo and a look and feel?
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It's, it's minimal. It's really more about how we're going to communicate than anything like that. So the logo and things like that will be. But what you'll see is you'll see a much more approachable look. A little bit less commercial, a little bit more softer look, I guess.
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I think that's exciting.
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Yeah, it should be.
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That'll be fun. A big change for a legacy company.
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Yeah, exactly.
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That's awesome. So looking forward, what are some trends you're seeing right now?
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Well, you know, we just talked a little bit about kind of the shift in business. Obviously there's, everybody knows in the industry there's a shift in the marketplace.
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Yeah.
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We know E Comm continues to not just be a part of it, but it's also a big part of it. So obviously we're looking at that we're looking. We're trying to understand how do we balance supporting that, but also supporting that core base, the IDC members, You know, that's the backbone of what we do. So it's that balancing act for us that's super exciting.
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So one of the things we're looking at as an organization is vertical markets. And how do we attack that a little bit differently? How do we support our shared customers better? And so we're looking at it through kind of four verticals, if you will. I think state and local education, that kind state, local government, education, higher ed, K12 kind of one healthcare, both acute non acute med surge kind of that. That vertical second vertical, federal government, that's its own beast of itself and selling into and all that kind of stuff. And then finally we call it enterprise. So think of like your class A, your legal, your offices, your professional space, your CPAs and stuff like that. Avery plays in all those. Let's be very candid. Everyone needs a label. Everyone needs stuff like that.
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We hope so.
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Well, yeah. Where do we. Where do you guys see a big focus for you guys into the new year?
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Yeah, so I think for the new focus for the year, you're going to see us come out. We started into the verticals a couple years ago and really honing you guys
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been a leader in that.
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Thank you. So we're gonna see you. We're gonna continue to expand on that. You're gonna see education be a big part of that.
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Fun.
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You're gonna see food service, which is. Even though it's not in a category that you talk about.
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No, that's fair.
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You'll see that to be a big focus for us. We're getting consumer feedback that says there's a need for that. So you'll see that obviously the government piece, it's a little more stable, but we've got a lot of products that play in that category. So you'll see that. And then healthcare is gonna be the other big one for us. And to support all of those, we're developing individual marketing pieces that specifically talk not only to what that looks like and how we play in it, but to arm, you know, customers, your customers, our customers, how to go out and sell to that channel. So I think that's probably what you'll be seeing. Well, I know you're gonna be seeing it from this, so I think that'll do it.
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I'm excited to hear a little more about foodservice. Not today, but just when you're ready to launch it. That Sounds like a. I mean, you have to label things, obviously, so it has to make sense.
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Yeah.
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One of the big things we're focusing on at SP is around this whole idea of simplifying complexity. It's a new feel for us, kind of a new tagline we'll be launching throughout the year and stuff. And we talk about simplifying complexity from the idea of how do we make things easier, how do we make the experience better for our customers, kind of removing that friction, if you will. And so what I would ask you is what are ways that our customers can experience your brand in a different way, help simplify the experience to get your solutions into the hands of their end users?
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Yeah. So for us, we've done a lot of things as we've talked about, you know, with your portal. We're an early adopter of this.
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Yes, you guys have been.
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Everything that we have is up there, if not the first, one of the very first. So I would definitely encourage people to go there. Anything you're going to find the latest, the greatest, all the new, the hot stuff there. But then also, don't be afraid to go out into that social media world. We do a lot of work on a lot of different social media platforms. We have all of the videos available. You know, we have influencers, we have everything that you could ever want. And it's all an asset that can be used to further that message downstream.
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Yeah, that's awesome. David, thank you so much.
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Of course.
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My pleasure to have you here and
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great to be here.
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Thanks for taking the time.
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Anytime.
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Awesome.
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Sounds good.