The Telford operation is targeting small- to medium-sized firms with Exemplar, which includes a range of standard envelope formats that can be overprinted.

"Customers are using the envelope as a marketing tool; its not just a carrier," said managing director Tony Cheetham.

The launch follows recent investments in a flat-sheet envelope line, a Smithe RA800, and a second Halm Jet overprinting press.

More than 90% of the firms output is reel-fed. It has seven W&D lines, but the Smithe machine offers more flexibility and is better suited to shorter runs.

Based in 5,060m sq premises, the firm makes 1.2bn envelopes a year.