Adding to its existing partnership with AJS Embroidery Services, it has now secured agreements with two new distributors, Amaya Sales UK and Stocks.

Coloreel said the growth of its distributor network, combined with the appointment of Stephen McKenzie as its new sales director for the UK & Ireland, showcases its commitment to increasing its presence in the UK market.

McKenzie joins Coloreel with career experience in sales and sourcing. He has held leadership positions at retail groups such as Bestseller (Jack Jones and Vera Moda), Bench, and Penn Sports (Wilson).

“We are thrilled to be working with Amaya and Stocks, along with our strong partnership with AJS Embroidery Services,” said McKenzie.

“This will help us bring our innovative technology to more customers in the UK, and our partnerships with these three industry leaders will allow us to better serve the on demand and premium fashion markets.”

Julian Wright, sales director at Amaya, added: “At Amaya, we strive to offer innovative solutions for our customers’ production needs. Coloreel’s instant thread colouring technology simplifies the embroidery process and makes it more adaptable to the on-demand model.

“By offering Coloreel, our customers can now offer high-quality embroideries with unlimited colour options to their end consumers.”

Andrew Stocks, director of Stocks, also commented: “Coloreel and its unlimited colour embroidery technology provide our customers with new opportunities to grow their business like never before.

“Our largest customer already has Coloreel units installed, and we have received enquiries from big-name brands eager to feature products embroidered with Coloreel technology on the high street.”