Brother UK strengthens label range with new partnership and custom offering


Brother UK has bolstered its labelling offer after striking a new partnership with NiceLabel as well as launching a custom label service, in a move to support resellers as they capitalise on category growth.

NiceLabel is a leading developer of label design software and management systems and the new partnership with Brother helps resellers to enable customers to standardise their entire label printing process into one platform.

It comes as the labelling category is forecast to grow by 9% during 2021*.

The NiceLabel software makes it faster and easier to design, save and print professional, durable labels using Brother’s specialist thermal devices.

No specialist knowledge is required, so businesses can respond to label change requests more quickly, freeing up IT resources to perform more value-adding tasks.

The new partnership comes as Brother UK launches its new custom label service, which enables customers to create bespoke labels to order in a range of shapes, sizes and colours, helping resellers to support firms with specialist requirements.

All custom labels are rigorously tested for consistency and reliability and designed for niche applications in retail, healthcare, warehousing and logistics and catering. 

Aaron Hopkinson, product and solutions manager for specialist products and services and labelling at Brother UK, said: “Growth in the labelling category is being buoyed by a range of factors, from tightening regulations on food safety to the growth of ecommerce and fulfilment in the pandemic.

“The category represents an excellent opportunity for partners to support customers by provide the labelling solutions that can help them in meeting these new challenges and opportunities, while supporting their productivity.

“The NiceLabel partnership and custom label offering adds to a year of investment in our specialised range, including the introduction of enhanced warranties and the launch of Managed Label Services, a platform for customers to lease labelling systems.

“By strengthening our labelling portfolio with new technology and auxiliary services, we’re providing our partners with the means to take advantage of this growth opportunity.”

“We are proud of our new partnership with Brother, and the opportunity to provide more users the ability to significantly increase their print productivity,” said Greg Tanner, VP Alliances at NiceLabel. 

“The NiceLabel Label Management System includes everything they need to digitally transform their labelling processes and standardise their entire label printing into one platform to realise a leaner, more agile operation that enables them to respond more quickly to changing market conditions and requirements, get products to market faster, and compete more effectively in the sectors where they do business.” 

The NiceLabel partnership and custom label service comes after Brother UK launched Managed Label Services (MLS) in February - a new hardware-as-a-service platform designed to help resellers capitalise on the growing market for labelling services. 

Using the platform, reseller partners can supply subscriptions for labelling devices for the first time, giving businesses the option to spread the upfront cost over an affordable monthly payment plan.

MLS provides a complete labelling solution in a single package, including new Brother label printers, software, supplies, servicing and tech support. Partners get the revenue as soon as the deal is processed and retain ownership of the hardware. 

Brother UK has also introduced enhanced warranty options for customers on top of its three-year warranty. The warranties give customers added printer protection with the level of service expected on products, while providing resellers with the opportunity to increase total basket spend and revenue potential when selling SPS products.

*VDC Research, 2020 AIDC State of the Market.

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