The press is being commissioned over the next two weeks, so that it will be up and running in time for Prime’s seasonal peak. It will effectively double the firm’s digital capacity.

“It’s a big beast to fill, but we were looking at our current volumes and projected peak season and we were starting to sweat a little about how we were going to cope with the volume increase we have seen and how that would impact peak, we’ve seen a 33% increase in digital year-on-year,” said Prime managing director Jon Tolley.

He added that the company had also recently secured a number of significant client wins.

The press will run alongside a six-colour Indigo 7000 and an Indigo 7500, which will be upgraded to a 7800 with one-shot technology later in the year as part of the investment.

The seven-colour, 3,450sph press is being installed at the Blidworth business’s new production facility, which opened last year and was partly designed with the 10000 in mind.

According to Tolley, the firm will not need to make any post-press investments to cater for the arrival of the 10000.

“We’ve already got B2 on the litho side of the business, so we’ll be able to cope with most things that the 10000 throws at us,” he said.

“We’ll be launching a few new products off the back of it this side of Christmas though, and once we’ve got through peak we’ll start really pushing it to see what it can do it in terms of innovations. There isn’t much we can’t print now.

“It also gives us greater effiencies on some of our existing products as well though, on one we’ve gone from four-up to 11-up and that makes a big difference to margin.”

Prime is understood to be the sixth UK company to install an HP 10000.