Barking-based Precision, which is running the press alongside two existing HP Indigo 5000s, said the new press can print as many as 120 A4 full-colour pages per minute, and has been optimised by a new digital front end – the HP SmartStream Production Pro server.

The company has been beta testing the HP Indigo 7000 since before its official launch in March. It said it had decided to go for HP without looking at any other machines because of its ability to replicate the look of litho printing.

Precision managing director Gary Peeling said: "With our new press we can handle six jobs an hour, whereas using conventional print, we can only run two. That's three times the productivity."

He added the new press would make it cost effective to produce personalised and variable data print in run lengths up to and beyond 50,000.

Precision employs around 90 people and handles jobs from business cards to high-end direct mail projects such as the American Express Platinum Card welcome pack.

Clients include Deutsche Bank, Mencap, Hanson and Lambert Smith Hampton.

It is in the process of doubling its premises in Barking, from 176sqm to 353sqm, developing its litho print room, in-house finishing department and office space.

Since relocating from its Clerkenwell premises in 2005, turnover has almost doubled and is expected to cross the £10m mark this year.