Smudge Studio is based in Wakefield. Its clients include fashion, lifestyle and FMCG brands requiring studio or location shots.

Its services for e-commerce including mannequins, models, still life, and 360-degree images for items such as bags and accessories.

Pureprint said it had worked closely with Smudge through POS division Imprint "over a number of years".

The terms of the deal were not disclosed.

Pureprint described the move as a “natural step” thanks to growing demand from the personalisation and gifting markets.

Chief executive Mark Handford commented: “The acquisition of Smudge is another step in our evolving history that ensures we still stay relevant in today’s market.

“We have a diverse and broad range of clients and growing markets who will benefit from the services that Smudge brings to the group. By contributing to the creation of assets and managing the workflow through our marketing technology platforms, we can execute consistent campaigns across multiple channels.”

Smudge has traded since 2007 and its small team of photographers, stylist and image re-touchers moved across with the acquisition.

Last month Pureprint installed the UK’s first HP Indigo 100K B2 digital press as it geared up for a peak season that could be busier than ever with people shopping online from home.