Matthews has vast experience of the digital printing market over more than 20 years, with roles at Kodak, Xeikon, Heidelberg and Kyocera.

He was digital equipment business manager at Heidelberg for nearly a decade.

Matthews was most recently area manager for UK and Ireland at post-press specialist Tecnau.

Fujifilm has recruited a number of big hitters for its digital printing drive, with Mark Lawn joining from Canon as European head of POD Solutions in January 2022, followed by Spencer Green to helm its new UK POD business.

The high-profile UK launch for the new Revoria and ApeosPro toner devices took place in May.

Matthews took up his new role as UK sales manager for Fujifilm digital press solutions at the beginning of this month.

This encompasses the new Revoria range of toner presses, along with the B2 inkjet Jet Press, inkjet print bars, and continuous inkjet.

Posting on LinkedIn after Matthews updated his status, Fujifilm Graphic Communications UK division manager Andy Kent quipped: “So at last it’s time for the big reveal Chris! I’m so pleased to finally welcome you to the Fujifilm Print team after what feels like an eternity! #thebestkeptsecret.”

Kent has just hosted Fujifilm's global POD team at its brand new Customer Experience Centre in Luton.