The firm, which is already Xerox's biggest VAR in the graphic arts with 160 installations, is adding a showroom to its Greenford site and installing additional DocuColor and Nuvera printers to its Perry Bar and Livingston showrooms.

The seven-strong team includes four sales staff: Mike Ryan, Alan Strickland, Mike Field and Richard Pole, who joined from Xerox, and two sales support staff Mike Bell and Richard Hood.

Electronics sales director Steve Dodds will head up the dedicated team, which sells Xerox machines and a range of third-party software products.

"We are currently evaluating a range of products to compliment our Xerox offering," said Dodds. "These include software for internet submissions, and a software module that can be used to clean data ready for variable data printing."

It has also signed a deal with TimeHarvest for its DigiQuote software for estimating digital print. TimeHarvest was set up by digital print expert Geoff Stephens.

"We're trying to give people a reason to buy from us rather than Xerox or other VARs," said Dodds.

It will launch the full range of digital products, including some surprises, at Digital Print World at the end of October.

It is also launching a digital consumables division, selling Xerox paper, which Dodds believed was worth at least 1m per year to the firm.

"The biggest thing here is getting a revenue stream from paper, " he said. "We've got a massive user base for consumables."

Story by Barney Cox