The Belgian-headquartered manufacturer had previously used space within its now-shuttered Leeds plate manufacturing site as a demonstration centre.

Its new 325sqm facility at a refurbished industrial unit on Butlers Leap, Rugby, is near to the station, as well as the M1 and M6 motorways.

Bobby Grauf, inkjet sales manager for the UK and Ireland, said the investment involved was “significant” and he was pleased to secure such a convenient location.

“During the pandemic, and even before that, it became clear that people don’t have a lot of time so we needed something closer than Belgium or Canada,” he explained.

“Although we can’t replicate exactly what we have at our larger facilities, we can show the smaller machinery as well as a sort of pre-demo demonstration for people that are interested in the bigger kit, and will subsequently go on to visit one of the other sites.”

The fit-out of the new showroom began on Monday. A Jeti Tauro UV LED wide-format printer is being installed.

Agfa is also poised to announce a brand new Jeti Taura hybrid printer early next month. The new device is described as “a beast” that is “sturdy, fast and unstoppable”.

The Rugby demo facility is expected to be fully up and running by the end of March.

“90% of the Jeti family capabilities can be shown,” Grauf said.

It will also feature a demonstration and training area for Agfa’s Asanti and Apogee production hub and workflow software.

“We’re very ambitious when it comes to digital printing and the inkjet division, and one of the things we can also use the Rugby showroom for is a technology centre,” Grauf added.

“Whenever there’s a new product to be launched or a new part of the family, we want to bring it to Rugby first.”

He said Agfa would “absolutely” continue to work with its distributor partners. 

Agfa’s Radiology Solutions business will use the facility to show its DR 100s mobile system.