The Walthamstow-based printer opted for the wide-format machine to complement its HP Indigo setup and will produce posters, point-of-purchase displays and banners.

The Roland printer and cutter has a 54in width and can print on a variety of substrates that include paper, films and plastic materials.

Steve Baker, managing director at Baker Self Adhesive Labels, said the machine gives the company greater flexibility and the ability to print at any length up to resolutions of 1,440dpi.

He said: "The Roland also allows us to print very short runs of any shape as it has a built in cutting head.

"It will enable us to grow our key market in labels as well as enter new ones since we can now print larger labels, banners and signs as well as speciality promotional products".

Established in 1973, the company is sending Rob Shaw, one of its digital print staff on a Roland Academy course to familiarise himself with the machine.

Baker said: "The course will enable us to gain a better knowledge and understanding of the equipment and ensure we maintain the standard of quality our customers expect."

See Also:

Baker Self-Adhesive Labels gains digital jobs with HP Indigo press

Baker Labels buys in second HP Indigo as digital demand grows