Bryan Shirley, managing director at the Rotherham-based company, said: "We are replacing some screenprint capacity with high-speed digital capacity. We still have screenprint but it is becoming more niche."

Bluetree, which employs 40 staff, has reported a large increase in digital output over the past three years. It now accounts for 56% of the company’s £3.4m turnover. This year, the company will target a £3.8m turnover, Shirley said.

Bluetree invested in its first HP Scitex FB7500 machine in October 2009 to boost its personalisation capacity.

Shirley added: "One of the reasons we bought this printer in the first place is because we can upgrade it.

"The machine we have just installed is faster than the one we installed 15 months ago so we have to upgrade software and hardware that enable the machines to print better quality."

The company uses the HP flatbed printers for jobs including posters, display and exhibition graphics for clients such as agencies, print management businesses and financial institutions.