Adapt or die – it’s a mantra any business would be wise to keep in mind, but for those operating in the ever-changing UK print industry, it should be enshrined in stone.

Watford-based Stylo is one such printer that has managed to keep up with shifting demand from its core retail client base, which includes the likes of Vodafone, Primark and Caffè Nero. However, Simon Wheeler, operations director at the display graphics company, concedes it hasn’t been easy.

"Retailers want to react to the market much quicker these days," he says. "Thanks to the internet, everything is now much simpler for the consumer; they have a much quicker idea of what they are buying and our customers want to respond in the same way. The model now is to change the message quickly."

To keep up with such demands, the company invested in a Virtu RS 25 from Swiss manufacturer Polytype in October. By meeting volume requirements without compromising on quality, Wheeler says the 2.5m large-format digital UV press has strengthened Stylo’s position in the graphic display market.

Wheeler admits the machine was a reactive purchase, but adds: "Our investments are based on what the market wants. The machine gives us quick changeovers, as well as being much faster than its predecessor. A week is a long time in print nowadays, everything is a matter of days and we are able to respond to that."

Substrate options
Supplied by Derbyshire-based supplier Digital Print Innovations (DPI), Stylo’s duplex-capable Virtu RS 25 can print in six colours at resolutions of up to 1,200dpi. It replaces a Nur Tempo and will run alongside a Durst 800. It is the latest configuration model, which uses 48 Fujifilm Dimatix S-class printheads. The machine is also available with Q-class heads, which, according to DPI, have double the firing frequency of the S-class.

A hybrid engine enables the Stylo to print onto a variety of rigid and flexible substrates such as glass, textiles, wood and leather. "We can expand the range of media we print on and change those media swiftly," says Wheeler. "We can switch to fabric and back all day long."

Users can print both on roll material and board material and switching between these two operating modes is designed to be a quick process. According to DPI, the machine uniquely features a diverse range of setting options, allowing it to produce work of high quality, both in roll-material mode and in flatbed mode. And it’s this adaptability that attracted Stylo to the machine. For example, when a user is printing extra-long boards, the machine can be supplemented with an add-on table available as an optional extra. As a result, the only factor limiting the length of the printable area is the length of the substrate itself.

If proof of the Virtu’s versatility was needed, the same printers are currently being used in industrial glass production factories in Scandinavia and Switzerland.

According to DPI managing director Stewart Bell, the hybrid element of the machine is one of the Virtu’s biggest selling points. "The machine features true hybrid functionality," he says. "It has a fixed vacuum flat-bed within the machine – measuring 2.5x1.22m, as well as a belt system, allowing it to transport material up to 95mm thick and 50kg/m2 to any length."

The Virtu also allows Stylo to offer variable printing. Modern-day retailers are well aware of the trend for all things local, and targeted, location-specific print can help them meet those demands.

"Whether you are producing one or 200 versions it is the same set up," says Wheeler. "So, if the customer wants to change the message for the whole 200 run we can do that. It is a robust machine and that enables us to keep it running 18 hours a day, five days a week."

Training gain
Another aspect that has pleased Stylo is the after-sales effort made by both the manufacturer and its UK supplier. "The training that we received for the Virtu RS 25 has been brilliant," says Wheeler. "Our operator spent a week at the Virtu facility in Switzerland learning how to work the machine, followed by another week of on-site support once the printer was installed. Since then, any further advice has only been a phone call away."

Despite its current position within the market, Stylo did not deliberately set out to  become a retail supplier – it was a sector the company has migrated into over its 18-year existence. When managing director Simon Olley started the business in the mid 1990s, he initially aimed it simply where there was work. However, the company prided itself on its ability to print on any substrate, even naming bread as one of its options, which eventually meant it gravitated toward retailers.

Stylo is always looking for a competitive advantage over its rivals, says Olley, and the company is constantly investigating the latest substrates and what can be done with them. "That naturally led us into retail – after all, it’s an area that likes its innovation," he adds.

And as long as its customers continue to require innovative print solutions, the RS 25 will not be the last machine that the company invests in. "If our customers’ needs change, obviously we will respond," says Wheeler. "We will continue to invest whenever there is something that can give us an edge."

SPECIFICATIONS
Max speed 140m2/hr (production mode)
Max thickness 95mm
Max print width 2.5m
Resolution up to 1,200dpi
Footprint 5.3x3.3m
Weight 5.8 tonnes
Price from £250,000
Contact Digital Print Innovations 01332 856355

COMPANY PROFILE
Formed in 1993, Stylo has evolved into a retail printer through a progressive attitude to new technology and a willingness to experiment with materials. It now has an annual turnover of £6m and employs 50 staff. The company deals with a wide array of high-street retailers.

Why I bought it…
Simon Wheeler, operations director, says: "We purchased the RS 25 in line with our continuing investment in the latest technology. We are always looking for the right piece of equipment to enhance our extensive list of services. The fact that the Virtu RS 25 is a true hybrid, with full flat-bed and roll-to-roll capabilities, is a key selling point. The output quality was also a factor in our decision process."

How it has performed...
"There are always improvements that can be made, but we feel the machine has many advantages over its competitors and it is extremely reliable. We would have preferred it to have a dual-roll system, so that we could load two rolls of narrow material simultaneously. That said, any issues we have had have been dealt with to ensure our production has not been compromised."