Charisma managing director Kevin Dixon said he had initially approached Cherry Print before it went into administration, with a view to joining forces.

"We realised the best way forward for businesses of our size is consolidation," he said.

Baker Tilly was appointed as administrator for Cherry Print on 9 March as a result of the firm's cashflow problems.

Charisma has retained all 31 Cherry Print staff following the acquisition.

"We will benefit from increased buying power and create a stronger trading entity," said Dixon.

Charisma employs 75 staff at its Sheffield site.

The firms will continue to trade from their own premises: Cherry Print in Leeds and Charisma in Sheffield.

The combined business, which will have a turnover of between 8m and 9m, will change its name to Cherryprint & Direct Mail.

Dixon said the firm was in negotiations with the major press players, with a view to purchasing a B1 six-colour perfector with coater.

Both companies are B2 Heidelberg houses, with nine presses between them.

"We are looking to complement our existing equipment, but it will come down to a cost factor," said Dixon.

Timeline
- February: Charisma makes an offer for Cherry Print

- March: Cherry Print goes into administration. The firm is bought by Charisma, which retains the 31 staff. The combined business changes its name to Cherryprint & Direct Mail