The £5m-turnover company said it had opted for the iGen in response to a surge in demand for next-day and same-day turnarounds, explaining that the iGen 150’s productivity, high colour accuracy and the added flexibility of its larger sheet size best served its requirements.

Chairman Robin Sumner said: “We did look across the market, but Xerox offered the best deal and the iGen 150 suited us for where we are in the market. It’s a good fit.”

The new machine, which has a list price of around £500,000, was installed at the end of December and replaces an iGen 3. It will run alongside the DM firm’s all-digital, all-Xerox print operation’s other printers: a DocuColor 5000, two Nuveras and a 4112.

As well as serving the company’s DM customers, the new iGen 150 will support Romax’s B2C photo products division, Photoleaf, which was set up last summer following a £70,000 spend on software and finishing kit. It will also form a key part of the company’s strategy for the next five years as it seeks to build on its current markets and expand into new ones, including digital packaging.

“We’ll be continuing down the direct marketing path, but pushing print – a lot. We’re seeing our clients reverting back to print all the time, which is great,” said Sumner. “But digitally printed packaging is somewhere that we think some clients will need to be in the longer term,” added Sumner.

Sumner said that installation and start-up at the 35-staff business had been smooth, adding: “Most of the training we needed was around the RIP, as we got the most up to date version. There were some extra skillsets to learn but our operators took to it like ducks to water.”