The machine, which can die-cut a wide range of materials from 0.5mm through to 15mm, will cater for jobs printed on the company's KBA Rapida 205 press.
Installed earlier this month by supplier Diecut UK in the group's POS division, the machine will handle substrates such as cardboard, plastics, PVC, self-adhesive vinyl and display board.
According to Phillip Watts, bids and contracts manager at Alderson Print Group, the investment shortens lead times for POS products.
"It enables us to get our clients' message into the market faster, enabling a quicker response to their competitors’ initiatives," he said.
The investment comes on the back of being awarded a "multimillion-pound" two-year contract with Microsoft to provide a range of marketing, direct mail and point-of-sale print earlier this year.
Watts said the Redline would allow the group to cater for work produced for Microsoft as well as other clients.
Alderson Print Group installs 200,000 Redline die-cutter
Alderson Print Group has invested 200,000 in Redline 2100 semi-automatic flatbed die-cutting machine to cut its time to market on point-of-sale (POS) materials.
