The Norton Padstock-based firm has installed a Tauler CTi75 laminator and Schneider 78CP programmable guillotine both from Friedheim International.

All of its A5 and A6 postcards will now be laminated to meet "stringent quality requirements", the firm said.

Managing director Dave Broadway said that many of the company’s cards were being damaged en route, with toner being scuffed and smeared because they were not protected well enough.

"Customers need their postcards to arrive looking fresh, presentable and professional," he said. "As such we would not expect them to purchase a product that was not meeting our own high requirements.

"As a matter of urgency, we started to look at the various options. Laminating the cards has proved to be the best solution to the scuffing issue. As a result of this investment, we are, we believe, the only hybrid mail firm to offer laminated postcards as standard."

Broadway added that the company had decided not to increase the cost of production, despite the hefty investment. The price of 27p plus vat for a duplex full colour A6 and 29p for A5 including postage will remain.

He said: "Now customers will get the benefit of a laminated product for the same price. Our volumes mean that the on cost of laminating is low, so we decided not to pass it on."

The Tauler Cti75 sheet to sheet laminator uses thermal technology, incorporating a system of plastic laminated sheet separation.