Housed in the business' Orpington, Kent site, the 110ppm presses have provided a significant boost to the printer's colour digital operation, which according to Strålfors, has been growing steadily over the past year.

Tony Plummer, operations director at Strålfors UK, said that more of the company's clients were opting for colour print over mono jobs.

He said: "We're seeing a lot of clients moving to digital and digital only. Colour is becoming more popular and if you can't offer that then you could lose that client.

"Customer retention is a priority. The two new iGens will hopefully open up some new doors but also improve our resilience and give us business continuity."

The iGen investment has also allowed the UK arm of the European company to make considerable savings by bringing its colour digital work in-house.

Plummer said that much of the work was being outsourced or carried out on the available capacity of Strålfors' other iGen3, which operates from its Redruth facility in Cornwall.

Strålfors is now aiming to grow the level of personalised direct marketing campaigns it produces by tapping into new markets and building upon its existing client base.

Earlier this year, Strålfors invested in a mono Xerox Nuvera 288EA and a 144EA digital printer for its Orpington facility, boosting capacity for short-run digital work.

"With increasing demand for cost-efficient, on-target direct marketing, having the capabilities to run large-scale and multiple digital print jobs is a must," Plummer said.