The Cramlington, Northumberland-based business opted for the new machines to broaden its digital print offering and has eliminated mono bottlenecks with the 4112 model.

Ian White, technical services director at Potts Print (UK), said the company’s digital print workload, specifically direct mail and short-run jobs, has increased in recent months.

"Since working with Xerox, the demand for digital print and direct mail work had increased so much that we’ve had to recruit three new staff members," he added.

The investment forms part of a push by the company to surpass the £14m-turnover mark in 2011. Earlier this year, the firm spent more than £1.3m on its third Roland B1 five-colour press.

Potts has taken on 20 new staff since the start of the year following a "record" 12 months for the company in 2010, bringing its current headcount to 160.

These include three press operators, a print assistant and additions to the finishing and sales departments at its 9,300sqm Nelson Park facilities, which encompasses its headquarters, press hall and logistics operations.

The company, which was established in 1875, has also relaunched its website that incorporates its growing social media presence.