Branding solutions provider Avery Dennison signs a definitive agreement to acquire Silver Crystal Group, which specializes in sports apparel customization for point of sale, direct-to-business, and e-commerce environments. With revenues of approximately $30 million, it’s known for its in-venue Fanzones solution, which allows sports fans to personalize sports jerseys.

While Silver Crystal Group is headquartered in Toronto, Ontario, and has a Buffalo, New York distribution center, fans can find Fanzones in over 400 outlets within major sports leagues and key retail stores in the U.S. and Canada.

Fanzones were set up and ready for customers to customize jerseys during the Wild Card Series games in early October. | Credit: Instagram by Silver Crystal Group

Avery Dennison says the acquisition will allow the combined businesses to build on their collective industry knowledge, expertise, and service to drive further growth in Avery Dennison’s external embellishments segment. Upon deal close, the Silver Crystal Group will become part of the Solutions Group of Avery Dennison, expanding its full-service Embelex solutions portfolio.

“We are excited to have reached a definitive agreement to acquire the Silver Crystal Group,” says Michael Barton, senior vice president and general manager of Apparel Solutions, Avery Dennison. “Together, I am confident we will create a force that will continue to develop the embellishment category and deliver for key customers and stakeholders every step of the way.”

Silver Crystal Group CEO Adam Crystal adds: “This is a proud moment for the team at the Silver Crystal Group and the highlight of my business career. This will provide enhanced value to our esteemed customers and the industries we are dedicated to serving.”

The transaction is expected to close in Q4 2023. Until then, Avery Dennison and Silver Crystal Group remain separate companies.