Print finisher Celloglas’ substrates division, which is based in Reading, is targetting its materials at luxury brands and offering them as part of a bespoke finishing service. It also has a new logo and website.

It launched its new look at this month’s Retail Design Expo, which took place from 8 to 9 May at the Olympia, London, where it had a stand comprising more than 30 different substrates using Mirri finishes, shown on PVC, self-adhesive vinyl, foam and a Dispa board eco-range.

Mirri business development manager Mark Askham said: “The main purpose of rebranding Mirri is that traditionally we’ve been known within the industry as Mirri card or Mirri board, both printers and brands would ask for Mirri, so what we wanted to show with rebranding was that Mirri could be used on a whole wide range of substrates. 

“We are very pleased with the response we’ve got from the show. We want to get the message out there to brands and designers. Printers already know of us but we also wanted to get the message across that brands could speak to us direct and we could help them.”

The outfit has also released a new finishing range, Mirri Finish Starburst, a holographic board that overprints areas in white in order to produce a sparkly finish. The new range became available in the last month and Askham said it is already attracting a lot of interest.

Last year, Mirri installed a large-format Lamina Blackline 5,000sph board-to-board machine to widen its POS offering and also launched Mirri Bianco, a white holographic material. 

The new Blackline, according to Askham, has allowed Mirri to supply certain products as a completed item, such as foam PVC.

He added: “We can actually supply it direct to the market. So it’s a new process that a printer doesn’t have to do or a design agency doesn’t have to do.”

Mirri Board was used on the first issue of Bauer Media’s new Planet Rock magazine, which saw a collaboration between three print companies last month.