The machine, which will be installed in July, will allow the company to bring its digital print work in-house following a period of outsourcing.

According to commercial director Andrew Sehne, the company had surveyed the digital print market in depth for the past eight months before deciding to buy the HP machine.

He said: "Lots of our clients have gradually decreasing print runs and we wanted a machine that was comparable to offset.

"The Indigo 5500 gives us a commercially viable crossover of around 250-500 on brochure print runs, while maintaining a high level of quality that is important to us."

In addition to handling short-run work in-house, the 114-year-old company has identified variable data as a growth area for the future.

Meanwhile, the business used its visit to Ipex to also invest in its finishing department, signing for folding equipment from Duplo, Wire-O binding kit from Renz and a laminator from Vivid at the Birmingham tradeshow.

Daniel Bennett, managing director at Wright’s, added: "Our run lengths have been gradually decreasing over the past few years, to the point that the purchase of a digital press now makes absolute sense."