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Chinese Packaging Company Brings Low-Cost RFID to United States, Europe

Baoshen Group is opening offices in both regions, and is offering two new RFID products: a hybrid RFID-EAS tag and a printed NFC tag for authentication and consumer engagement that will be released early next year.
By Claire Swedberg
Nov 23, 2018

BSN, an RFID company spun off from Chinese firm Baoshen Group, is opening offices in Europe and the United States, with plans to expand its portfolio of ultrahigh-frequency (UHF) and Near Field Communication (NFC) RFID inlays and solutions throughout North America, Europe, the Pacific Rim and Japan. The expanded sales into the United States and beyond are intended to address the growing demand for item-level, inventory-management-based UHF RFID labels and tags for the retail apparel and footwear markets. The firm is also offering NFC tags for authentication.

Baoshen Group is a packaging materials company with 1,600 employees that has the capacity to produce one billion RFID labels per year. Its headquarters is located in Guangzhou, China, where it develops RFID labels, software and chips. The firm has been growing, with factories in Ho Chi Minhg City and Haiphong City, Vietnam, and its spinoff BSN is now opening U.S. and European offices.

As part of this effort, BSN has brought RFID talent on board, including Philip Calderbank, an RFID consultant who was previously the global RFID VP at SML and worked before that at Avery Dennison and Impinj. "In China," Calderbank says, "Baoshen has gotten steadily more involved in RFID, and also subcontracts for other label companies, such as Avery Dennison."

The company is currently seeking sales office locations in the United States (most likely in New Jersey), as well as in Europe. It plans to sell its products directly to customers—primarily brands and retailers—rather than via channel partners. BSN already provides its RFID labels and trim products for such brands as Zara, Ugh, Nike and Adidas, as well as retailers that include Macy's. Baoshen Group is also looking into establishing service bureaus to meet the need for RFID tags in North and Central America. "We're moving very fast," Calderbank states, adding that he has been working with the company for approximately three months.

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