The Wiltshire–based company has made the significant investment after upping its digital print firepower with a Xerox Nuvera 120EA machine, supplied by Xerox reseller Xeretec.

The new Sitma line has expanded the range of mailing services Priority offers, which including automated polywrapping for the direct marketing industry.

Managing director Terry Turner said the investment in the company's digital print portfolio would help drive its polywrapping and new envelope lines.

"Up until recently, we have been specialising in polywrapping and digital print has supported that. By going further down the digital route we can continue to power these machines," he said.

With the latest Sitma machine, the company can enclose envelopes in sizes ranging from C6 up to C4. The line has been equipped with six selective inserter stations and optical cross-matching.

The 20-year-old company carries out a lot of mono and colour digital print for clients including those in the direct mail sector. According to Turner, the new Xerox presses will boost its capacity for printing in areas such as carrier sheets on subscription mailings.

Priority's recent installations are part of an ongoing investment that has included a £1m spend in 2007 on two SITMA W18s equipped with side seal and header band facilities.

In addition to Domino Bitjet+ inkjet systems installed that year, the company invested in a Xerox DC5000AP for colour work and two new Xerox Nuvera EA 120 printers in 2008.

"You need to stay at the forefront of technology in order to offer the greatest level of service," Turner added.

Priority Mailing & Digital Print employs 70 staff and has an annual turnover of £3.3m.