"Clients are looking at more retention marketing, so that ultimately will be shorter run and more targeted work," said Howitt chief executive Nick Dixon. "The digital kit at ELR will enable us to offer that."

Negotiations with the 26- staff, Edenbridge, Kent-based firm, which also has magazine pre-press facilities, had been ongoing for three months. The deal, for an undisclosed sum, was signed last Friday (9 September).

The ELR buy is Howitt's first move into digital colour, although it does have mono personalisation capabilities.

The firm is eyeing other potential buys and, according to Dixon, these could come to fruition in the next few months.

"The challenge is to find the right fit for the business," he said.
ELR currently operates a KBA 74 Karat, and two DocuColor 2060s and a Xeikon-engined reel-fed DocuColor 130. Following the sale the firm is looking at two more digital machines and a workflow upgrade.

ELR was founded in 1980 by managing director Paul Bridger and production director Chris Mallinson. Both stay with the firm, which will be rebranded Howitt Digital.

"We've been our own masters for 25 years, but this gives us the ability to be something that is much bigger and better through investment," said Bridger.

Story by Darryl Danielli