There is disclosed an applicator and method for applying transfers such as heat transfers, decals or labels to transfer-receptive materials. The applicator has a lightweight, T-shaped, sheet metal support or frame having an applicator station. A motorized supply roll unwind and a motorized take-up roll rewind are mounted on the support to hold supply and take-up rolls, to tension the transfer-containing web and to advance the web onto the take-up roll after the transfer has been applied at the applicator station.