YOKOHAMA, JAPAN (April 25, 2001) -- Seton, the leading international direct marketer of identification, safety, and regulatory compliance products, is now offering products with Kanji characters in Japan. Seton has established a sales office, call center and warehouse in Yokohama, Japan, to provide local customer service and order processing, convenient shipping, and customized products for customers in manufacturing, construction, and other industries.

Seton, which was founded in 1956 in the United States and serves more than 14 countries, began selling identification products in Japan in 2000. Its new 36-page, Japanese-language catalog features a wide-range of safety signs and labels, barricade tapes and cones, lock-out devices, pipe marker labels and valve tags, and asset identification tags which can include a company's name, logo and appropriate barcoding to identify, track and manage corporate assets.

"Japanese companies everywhere take safety recommendations very seriously, with much signage clearly indicating cautions, and well-marked pathways and equipment," said Nancy Wagner, Seton's director of international business development. "Seton is one of the few companies in the region to offer a convenient 'one-stop-shopping' experience for hundreds of these products that help manufacturers provide for a better, safer work environment, and more easily and effectively identify their assets and inventories."

The Seton-Japan office will be managed by Takako Kurashige, who has significant experience in product development, direct marketing and working with U.S.-based companies in Japan.. "Japanese customers can benefit from a wide variety of services from Seton, including 'make-your-own' safety signs and safety labels, easy toll-free ordering, and next-day shipping," said Kurashige.

Seton-Japan's current catalog features a wide-range of safety signs and labels, barricade tapes and cones, lock-out devices, pipe marker labels and valve tags, and asset identification tags which can include a company's name, logo and appropriate barcoding to track, manage and identify corporate assets.

Seton, headquartered in Branford, Conn., U.S.A., also has operations in Australia, Canada, England, France, Germany, Italy and Brazil. The world's leading direct marketer of safety and facility identification products, Seton mails more than 25 million Seton catalogs and promotional pieces each year, featuring more than 20,000 products including safety signs, property identification tags, regulatory training materials, customized nameplates, industrial printing systems and office accessories.

Seton-Japan shares its offices with Nippon Brady K.K. Both companies are part of Brady Corporation (NYSE:BRC), an international manufacturer and marketer of identification, safety and specialty tape products for industrial, electrical, electronic, telecommunications, governmental, education, and many other markets.

For more information or to request a free catalog, customers in Japan can call toll-free at 0120-801788 or fax toll-free at 0120-823088. Seton can be found on the Internet at www.seton.com and www.setonjapan.com. More information is also available at www.bradycorp.com.