The Birmingham-based marketing company bought the machine from Graphic Printing Technologies (GPT), which put together a bundled deal including a CF-1218TD/RC flatbed cutter.

Richard Dukes, logistics manager at Pure Leisure, said the company took on a lot of display board work and had previously been limited to printing on rigid substrates.

The Mimaki can print on a wide range of both rigid and flexible substrates. Dukes said: "It means we can offer new media to customers and it means cheaper media for us."

The UJV-160 uses a UV LED-curable ink set, which enables stretching up to 200% without cracking even across bent or curved surfaces. It prints at up to 1,200dpi and a maximum print width of 63in.

Dukes said: "The speed and versatility of media are the main advantages.

"We looked at one other machine, but it was 20 times as big as the Mimaki and you needed to be a rocket scientist to operate it."

GPT managing director Stuart Cole said: "This product has really struck a chord with our customers. We have targetted the printer and cutter bundle to companies that we know will really benefit from the speed, quality, reliability and flexibility that the UJV160 offers."

The Mimaki UJV has a list price of £39,995 and will be exhibited at this year's Sign and Digital UK show later this month.