The Huddersfield, West Yorkshire-based commercial printer was looking to bolster its digital print capabilities and turned to Ricoh UK for help. While awaiting delivery of the new C7200X, the business identified an opportunity to purchase the secondhand C9200 from a company in Devon closing its doors.

Ricoh was on hand throughout the process to oversee the decommissioning, transportation, and installation of the press at Aura within 24 hours.

Liam Smith, director of Aura Print, said: “From a sustainability point of view, we really like the fact that we’ve been able to purchase a well-maintained secondhand machine with almost all the parts are recycled.

“Right from the start of this process, Ricoh has provided an outstanding level of service across all aspects of the purchase and installation process. The press has had an immediate impact on our ability to meet SLAs of clients.”

The C9200 can print up to 135 full colour pages per minute, and can handle a wide range of media options, but Aura Print said its decision to invest in the C7200X points to a different set of priorities for the company going forward.

The machine has a fifth colour station enabling white neons and metallic toners as well as UV security inks to be laid down as well as CMYK.

Aura Print will be applying this capability across its product range, which includes flyers, tags, wedding stationery, and commercial print products such as brochures, posters, and corporate stationery.

“Our business is centred around value add. We look to offer more paper types, more creative and finishing options, than any print company,” said Smith.

“Lots of online printers sell the same things – business cards and flyers, for example – on the same paper weights for efficiency reasons, but they must compete on price. We don’t want to compete on price – we want to give customers something amazing.”

In support of this ethos, Aura Print has conducted its own research into attitudes towards buying business cards and found that 56% of buyers surveyed were happy to upgrade to a more luxurious, premium finish from standard 350gsm paper stock when given the option.

The company said its own sales figures show this trend is taking place, with a 22% year-on-year increase in customers choosing enhanced creative treatments for their business cards.

15-staff Aura Print works with independent brands, design studios, entrepreneurs, and SMEs and has a turnover “in excess of £1.4m”.