"If we had waited, we may have had to wait 12 months for a second machine," said Pureprint chief executive Mark Handford. "We needed a back-up – there is no other way we can produce that size of sheet with personalisation. It’s a no-brainer to get two."

The second machine is due to be installed at the Uckfield-based firm in August, less than a year after the first was installed.

"The interest has been phenomenal. I’ve never known anything like it," said Handford. "It hasn’t just come from our regular clients – the new press has generated a record amount of new business."

Handford added that the big draw for clients was variable data on a larger sheet.

"It’s great news all round," said HP Indigo and High Speed Inkjet Web Press UK country manager Nancy Janes, who confirmed that Pureprint would be the first firm in Europe, the Middle East or Africa to install more than one Indigo 10000. "It’s a great start to the new platform," added Janes.

In addition to producing work for the firm’s core report and accounts (R&A) and fine art markets, B2 digital is opening up new markets including packaging, point-of-sale, wrapping paper and digital trade printing.

"A high proportion of R&A are being produced digitally now we have the 10000," said Handford. "That’s down to clients specifically asking for it. They see an opportunity for personalised copies of R&A, especially for high net worth individuals."

He added that the investment also fits with Pureprint’s Gold service, which is intended to help reduce customers’ environmental impact.

According to Pureprint sales and marketing director Richard Owers, in short-run fine art work, the

Indigo 10000 is enabling clients to dramatically reduce catalogue production costs.

"For fine art prospectuses digital can be a third of the cost of litho," said Owers.

Digital work was up 50% for the first five months of the firm’s financial year, from September 2012, and the business overall is up 15%.

"Digital could be 30% of the business this year," said Handford. "I hope it is with two 10000s to fill.

"Litho hasn’t dropped off, digital is just growing much faster."

The second 10000 crowns a £6m investment in digital, including re-equipping the digital finishing department to handle bigger sheets. Pureprint is also beta-testing a new finishing device for the 10000 under a non-disclosure agreement.

It has just opened its first mailing facility, which includes inkjet personalisation, Buhrs inserting lines and additional data processing staff.