With the UK technically in recession after two successive quarters of falling GDP, including a worse-than expected fourth quarter of 2023 as household reined in Christmas expenditure in response to rising retail prices and borrowing costs, it doesn’t seem like the most optimistic time for commercial print, often seen as a bellwether of the economy.

But doom and gloom is very much not on the cards for the UK’s trade print sector, where investment continues and ambitious growth targets are still being set. The positive attitude is perhaps

best exemplified by Where The Trade Buys’ (WTTB) Gary Peeling, who says, ‘Fear can be paralysing for businesses and being afraid can have a knock-on effect on demand and growth.

‘Reacting less and acting more will be our watchwords, going forward; you can’t wait around for bad – or good – fortune, both come and go.’

Richard Campbell, the new MD at Northside Graphics, which runs the TradeDigitalPrint websites for UK and Ireland, sees it as more of the same. ‘The biggest challenge to our business is the same one as it’s always been, the macro environment, which is challenging in both of the markets in which we operate, UK and Ireland,’ he says.

‘Costs are going up and customer expectations also continue to grow. So we are doing what we have always done; keeping a keen eye on pricing to make sure our customers are getting really good value.’

A focus on value and competitive pricing is arguably business as usual for the competitive trade sector, but Tradeprint’s Anthony Rowell alludes to ‘pivotal issues’ affecting both printer and their customers:

‘The rapid development in both automation and digital printing methods demands that companies remain well-informed about technological progress to maintain their market edge. Additionally, ongoing disruptions in supply chains are impacting the availability and cost of essential materials.

‘This is further intensified by increasing environmental issues. The demand for sustainable and eco-credible printing solutions is escalating, driven by both regulatory bodies and consumer preferences. Moreover, there is a shift in customer expectations, with an emphasis on quicker delivery times, bespoke products, and superior quality at competitive rates.’

It’s also the case that the political maxim ‘never waste a good crisis’ applies here. Steve Wenlock at Flexpress notes that ‘every situation presents opportunities, as well as threats, so we just work harder to exploit whatever opportunities may be present’, while Mr Peeling agrees and summarises his call to action thus: ‘Don’t wait for the environment to be perfect, it never is’.

Why go trade?

That sounds like a pretty comprehensive description of the issues facing all printers, so what is the trade printers’ pitch? Do current circumstances merit altering the proposition, or merely strengthen existing reasons for looking outside your own factory to get things printed?

Mr Wenlock feels it bolsters the existing rationale, arguing, ‘Financial pressures and political uncertainty are making a lot of smaller printers ever more cautious about investing in expensive equipment to fulfil occasional orders. It makes far more sense, particularly now, to outsource to a capable and trustworthy trade printer that can produce what you need reliably and cost-effectively.’

Mr Campbell concurs, suggesting that this is already happening: ‘Our sales continue to grow on our trade sites, which indicates where the industry is going in terms of buying habits and the move to online. We see a growing number of printers choosing to use us rather than continue trying to produce the work themselves or get someone locally to produce it.’

An automated Müller Martini binding and trimming line supports book-of-one production at WTTB.

Macauley Hardeman of Route 1 adds, ‘We don’t believe these reasons for using a trade supplier will fundamentally change, although we are seeing an increasing number of partners focusing more on customer-facing aspects of their operations,’ suggesting that at least some printers are prioritising winning business over the act of producing it.

Mr Peeling backs that view too, saying, ‘Trade printers have always provided capabilities, solutions and expertise that would necessitate several years of internal development and significant capital investment for companies to establish [themselves].’ ‘The invaluable expertise we collectively bring to the table is pivotal. Through outsourcing, trade resellers can focus their time and effort on cultivating closer relationships with key customers and identifying project streams that yield optimal margins or demonstrate strong demand,’ he adds.

For Mr Rowell, it’s about understanding customers’ needs and motivations. ‘We recognise that print projects aren’t ‘widgets’– they have meaning and applications and are often an important driver to support our customers growth with a human touch,’ he says.

To back up their arguments and deliver what they promise, our trade printers are continuing to invest in a variety of directions. At Tradeprint this means technology – advanced printing techniques, automation and using AI to boost efficiency and quality – as well as expanding the range of services and product catalogue to include more customised products, self-serve design tools, an ‘amazing’ range of prepress and design options, plus a Resource Hub and sustainable solutions, according to Mr Rowell, who also points to the company’s buying strength as part of the Cimpress group. Direct connection with clients’ e-commerce via API is also offered, something that Solopress has also done, reducing transactional costs and admin overhead.

At WTTB, a 2024 goal is to overhaul the online pricing engine for ‘core’ categories, in order to enable customers to get an immediate price on most specifications of most key products. ‘First often secures the order, this new pricing engine will mean fewer delays waiting for a bespoke estimate,’ explains Mr Peeling.

Improving the user experience is also central to Northside’s plans, with both the UK and Ireland trade websites having recently been re-launched with a ‘completely different look and feel’, according to Mr Campbell. Further products recently added include labels on a roll, a bespoke products service and 13 same-day delivery products, with a ‘large pipeline’ of further new products to come in 2024.

The focus at Route 1 is very much on books, following the acquisition and integration of Kingsbury Press into the Wath-Upon-Dearne production site. ‘We’ve recently rolled out a significant expansion to our perfect bound book range, with new stock options and hardcover variants. Books will continue to be our main focus, so you can expect to see the introduction of additional binding types, innovative embellishment options, and much more throughout the year,’ confirms Mr Hardeman.

The South Yorkshire production capability will no doubt be bolstered by the addition of the company’s second Landa S10P B1 digital press, scheduled for the spring of 2024. Route 1 probably outscores just about everyone in terms of spend, too, with the Landa being part of a £5 million planned investment; further details of this are expected to be announced later in 2024.

Mr Wenlock says, ‘For us, it’s less about introducing new products and more about improving what we already do,’ but that still requires investment. He says £500,000 has already been spent this year, with a highlight being the purchase of a Duplo DuSense DDC8000 B2 digital embellishment press, which will enable ‘sensory spot UV and metallic foils to be applied to a greater range of products, ‘more cost-effectively and faster than ever’.

No drupa delay

It looks like the imminent drupa isn’t causing any delay to investment plans, though its influence on the market is undeniable. ‘We are always looking three to four years down the line, so drupa 2024 will probably not change our plans but may help to inform us better,’ opines Mr Campbell. Mr Rowell is enthusiastic about the return of the event, noting, ‘I think the anticipation of new technology announcements presented at the event will significantly shape future investment strategies in our amazing sector’.

At WTTB there’s no hanging around for possible announcements, it’s a case of buying available kit as and when it’s justified. Mr Peeling gives the example of Müller Martini PUR and case-binding equipment installed in September 2023, which he says supports one-book publication through to offset runs and operates with zero makeready thanks to the use of job barcodes in the trim area of the books.

Summarising the outlook, Route 1’s Mr Hardeman says, ‘We have entered 2024 with cautious optimism. No doubt there will be some big challenge that hits us all this year but the one thing we’re confident in is the amazing ability of UK businesses to adapt and make it work!’.

Tradeprint sees opportunities across the board, from direct mail to promotional and gift offerings to exhibition graphics, plus work that should arise from the expected general election, whenever it comes. ‘We think there’s some great opportunities for growth out there and we are super-determined to grow in a sustainable, profitable way,’ enthuses Mr Rowell.

Mr Campbell at Northside perhaps puts it most succinctly for everyone: ‘2024 is about continuing to do what we have always done while offering an even bigger range of products and services to our customers.’

If you’re not already using trade services to benefit from their equipment and expertise, it’s surely worth taking a look – there’s nothing to lose and potentially a lot to gain.

This article was first published in the February/March 2024 issue of Digital Printer, which you can read online here. 

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Originally limited to messages of 29 seconds, this technology has now been developed to offer videos of up to three minutes, plenty to share festive wishes and news or to promote a business or service. Users buy a code on the WTTB website and then can upload a video via the Cami site to create their content, which can then be used in a variety of ways, including for businesses to promote upcoming events, discounts or sales.

In additional to seasonal greetings, WTTB says CamiCode has numerous potential applications, such as on a business card where scanning the QR code can deliver a personalised message, or for celebrations or weddings. The code can be incorporated into a range of printed materials, including flyers, leaflets, posters, banners and even on apparel such as T shirts and hoodies.

Gary Peeling, CEO of WTTB, believes that the extended messaging will be well received. ‘Unique video content is a fantastic way for people to engage either with loved ones or with potential or existing customers,” he said. ‘Now being able to record messages of up to three minutes gives everyone a real opportunity to spread goodwill or to use as a sound business marketing device.’

CamiCodes are for sale at WTTB at £8 for the three-minute version, with the 29 second version currently available at a special offer price of £4.

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It’s almost never too soon to start thinking about Christmas, and after another economically challenging year, it’s the period when we hope to make good. The trade printers have already been thinking about it, and have plenty of suggestions.

There is a wide range of products available, from the more obvious staple seasonal items like wrapping paper, cards and calendars to gifts of all kinds, such as snow globes, baubles and gift boxes. Craig Stark at Tradeprint observes, ‘As the holiday season approaches, we witness a significant uptake in the demand for ceramic mugs, coasters, photo calendars, personalised apparel, cushions, and more,’ noting that the company’s recently-launched Online Designer with 3D preview helps customers to check their uploaded artwork will produce the desired product, in addition to the existing automated 40-point artwork check.

Tradeprint has also moved into personalised packaging in a big way, offering an expanded range of products that includes personalised shipping and mailer boxes, custom gift boxes, and bottle boxes. These can be combined with custom packaging tape and sticker products for more complete personalised offerings and suggests that discount offers or even mini catalogues can be included in the box; the company also offers a range of ‘extremely competitively’ priced large for at signage and display products, which it says were very popular last Christmas, perhaps reflecting a return to normality in public events and activities after the Covid restriction period.

Gary Peeling, CEO at Where The Trade Buys (WTTB) reports that ‘Notebooks, mindfulness journals and even diaries are back in fashion. With that in mind we will have a new range with pre-printed stock blocks and proper sewn binding, perfect for brands who want to engage with their customers.’

Not your typical Christmas stocking – custom tote bags are within WTTB’s gift

WTTB has also added garments such as hoodies via a new apparel range which can be personalised and could be adapted for events such as Christmas Jumper Day or as branded wear for fundraising events in the run-up to the festive season. Likewise, there are branded aprons on offer and Mr Peeling notes that personalised Advent calendars are as popular with adults as with children.

Leicester-based Flexpress mainly sells Christmas cards and calendars but also offers gift tags, wine boxes and wrapping paper. MD Steve Wenlock says, ‘We’re not planning to add anything new this year, but we’ll probably look to include some fighting lines in our Super Saver range.’

It’s a similar story at Rotherham’s Route 1, where the company’s Macauley Hardeman says, ‘We have made the strategic decision to prioritise our core products, namely greetings cards and calendars, and refrain from expanding our print portfolio this year. Our goal is to solidify our position as market leaders in these key product categories by delivering unparalleled quality and efficient turnarounds.’

Whether their Christmas ranges are being expanded or not, all four have continued to invest in equipment and software to maximise their productivity and efficiency in order to offer competitive pricing and reliable turnaround times. Flexpress has added a Duplo booklet-making machine and three-knife trimmer, plus a big software investment in Rip, imposition and workflow. Route 1 has got its Landa S10P press into full-time production, supported by two new Multigraf Touchline TCF375 creaser/folders and another Autobond Mini laminator.

WTTB has a £1.6 million automated binding line being installed as this article was written, following on from the garment investment in a DTFMagic Pro 60 direct-to-film printer earlier in the year. Tradeprint had a major investment period in 2022 with the addition of a Canon VarioPrint iX3200 sheet-fed digital press and a Heidelberg XL106 LED UV offset press, which respectively have reduced minimum order quantities and turnaround times.

The power of print

But it’s not just about what your customers buy, it’s about what you can sell, and the argument is put succinctly by Mr Wenlock: ‘Most businesses tend to see marketing as a cost rather than an investment so cut back on it, at the time they need it most. As a response we’ll be adding products to our Super Saver range to try to help our clients be able to offer a high-quality, low-cost option.’

However, Mr Peeling points out that ‘Digital marketing costs have increased so both hospitality and retail need to find tangible ways to attract customers at what should be their most profitable time of year. Display and print marketing not only offers great value but will also help drive return.’

Mr Hardeman echoes this theme, saying, ‘Print marketing… becomes especially relevant during Christmas, the most heavily marketed time of the year. In a digital age, print materials can evoke emotions, provide a tactile experience, and stand out from digital clutter,’ while Mr Stark points out that print can be used to support an online presence:

‘Printed advertisements, such as flyers, posters, and banners, can be powerful tools in promoting your website or social media pages. These tangible materials can attract potential customers and drive traffic to your online platforms.’

Other advice revolves around carefully targeted and simple-to-follow offers. Mr Wenlock advocates, ‘sell print as an investment as opposed to an expense. Use every opportunity to deliver proof of concept,’ citing Flexpress’s free raised spot UV and raised foiling sampling service as ways to do that. Mr Stark suggests that consolidating purchasing via a single supplier will streamline procurement, always helpful if and when the desired Christmas rush arrives.

But the main advice is that given at the start, which is to start early. Mr Peeling provides a timeline: ‘Planning is all-important as the main activity takes place in October for delivery in November in time for Christmas. Decide what products you are going to focus on and decide on your target customers. Think about having samples in hand ready to go and make sure that discussions with clients about their marketing and product needs start in early September to raise awareness, with a view to orders being closed in October.’

Mr Hardeman adds further impetus, noting that, ‘The Christmas rush arrives swiftly, and even as early as mid-summer, we’ve seen an influx of Christmas print orders. Ensure your customers know that you’re their go-to printer for all their Christmas printing needs, so they can plan ahead and avoid last-minute stress.’

Since Christmas can often be a stressful time for families, it seems a double win not to let it be one for business. Have a great one!

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Along with acrylic blocks, the company has a number of mugs, mouse mats, coasters, canvas prints and photo blocks. Now it has been extended to include aprons, snow globes, card packs, phone cases and bespoke journals.

WTTB offers individualised Christmas products such as personalised wrapping paper and advent calendars, but now the range has been expanded to tree ornaments, card packs and baubles.

The company has also launched a dedicated Personalise Me service, where users can get help with everything from design to printing customers’ names on to products.

Louise Stephenson, managing director of WTTB which is now part of Precision Proco Group, said, ‘We are always looking at way of helping our customers grow their businesses and giving them a wider selection of merchandise to offer is a great way to do that, particularly as we head towards the busiest time of year.

‘It’s also a great way for companies wanting to give a personalised gift to their customers to do that in an imaginative and memorable way. This year, with all the challenges businesses have been facing, it’s more important than ever before that everyone maintains customer loyalty and these products are a cost effective way of achieving that.’

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Called Artworker+ (and revealed in Digital Printer‘s trade print article in the January/February 2022 issue), the service is offered on monthly subscription with a range of options and WTTB is currently offering a free 14-day trial for the first 200 customers on a first-come first-served basis.

Paid packages start from £175 a month for the Beginners package of up to 20 hours of work, suitable for individual traders or small enterprises, and extend to  for the Professional offering which includes 120 hours of design and up to five projects simultaneously at £1049 per month. All four packages – there is also Standard at £350 a month and Premium at £525 a month – allow for unlimited amendments at no extra cost.

Gary Peeling, CEO of WTTB (part of the Precision Proco Group), expects this offering to be very well received. ‘We’ve deliberately made this very flexible and with packages to suit all kinds of business needs,’ he said.

‘It may be that people need some design cover during busy holiday periods or it might be it’s not a service they’ve previously offered to their customers but the addition of which could improve their bottom line. We have created a huge amount of options including everything from creating PDFs to adding a bleed to even offering artwork for art-led creations such as a graphic novel.

‘We are also hoping that moving forward we will also be able to give customers the option for one off pieces of work that they might need some help with.’

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WTTB, which says that its share of the book print market has grow ‘massively’ in recent years, will offer a wide range of printing solutions as part of the centre, with thread sewn and open spine lay flat books about to be added to the existing options available.

Other new possibilities will include dust jackets, head and tail bands and coloured bookmark ribbons. Foiling options will also be available for some books, with WTTB now also able to produce longer runs on saddle stitched books and PUR bound options.

The company has also added lay flat books to its offering, with the option for both soft and hardback covers, which means that photographs and pictures can be used to full affect across two pages of any publication. This has been made possible by the investment, made toward the end of 2021, in MitaBlock Pro from dig IBook technology, a hotmelt solution that reportedly offers a four time faster SLA process by removing drying and clamping.

Gary Peeling, CEO of WTTB, believes this is a very important move for the company. ‘The book printing side of the business is a high growth area for us and we have seen it perform strongly in recent years,’ he said. ‘It made perfect sense for us to invest and to enhance this offering to put us in an ever stronger position going forward.’

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Ms Means has spent the last 26 years working all across the globe, showing companies and individuals how to transform their presents into a magical experience. As part of her new agreement with Where The Trade Buys she will share her secrets with the trade printer’s customers.

Where The Trade Buys has a wide range of bespoke Christmas products and believes the partnership with Ms Means can help add an extra dimension to the ‘unboxing’ experience.

Mss Means, who has worked for brands including Fortnum and Mason, Dior and Selfridges along with wrapping gifts for everyone from royalty to Victoria Beckham, has recorded a number of videos showing how to add value to any product. She will also be providing insider tips on how Where The Trade Buys’ customers can enhance their own products.

‘Wrapping something properly turns the mundane into something really special,’ she said.

CEO Gary Peeling echoed Ms Means’ words about the importance of the unboxing experience. ‘Bespoke wrapping paper really helps someone’s brand stay front of mind,’ he said. ‘It enhances the customer experience and makes a product memorable, for a fairly low cost.

‘A personal touch helps build brand loyalty and can take an item – even an inexpensive one – to the next level. We’re delighted to be working with Jane and to showcase her skills which we believe will be absolutely invaluable to our customers.’

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The WTTB website is set to start providing would-be authors tips on how to create and upload their work, which can be bound in thicknesses up to 600 pages and can include photography or artwork, printed using the company’s HP T250.

‘It’s extremely difficult for people to get their work published without having an agent and almost impossible to get to a leading publisher,’ said Gary Peeling, CEO of Where The Trade Buys. ‘Even a massively successful writer like JK Rowling was rejected by more than 12 publishers before she got her break, so it can be very disheartening.

‘Now we can help anyone to get their book published, even if it’s just something that may be of interest to a very small group of people such as a family which might want to share their own history.

‘Lockdown has given lots of people the time to write their book and now we’re offering this amazing opportunity to have it published.’

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Produced with the help of Where The Trade Buys, the invitation isn’t just a great example of what personalised digital print can do, it explains everything that will take place on 26 November and introduces you to our sponsors.

We’re delighted that DIGITAL RE-SET has the support of Xerox, IFS, EFI and Premier Paper. On the day itself itself you will have the chance to visit their virtual exhibitor areas, so please do so as without them, this event wouldn’t have been possible. 

There’s not long left until the day itself, so get your thinking caps out and consider what you’d like to ask our panellists. You will be able to submit questions live during the event or, if you’d like to, feel free to submit them to us in advance. Delegates will also have the chance to network with their peers after the panel discussion has taken place.

If you can’t make it on 26 November don’t worry, we’ll be uploading everything to the Digital Printer website, so the discussion can be shared widely and reviewed at leisure.

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Gary Peeling, CEO of Where The Trade Buys, commented that the timing for adding this option is ‘crucial’:

‘In this new world where materials need to be where the customers are – which might not necessarily be at the office – there needs to be an effective way to deliver to multiple sites,’ he said.

‘We had added an extremely user-friendly option for customers who just need to add in the addresses of where their order needs to go and the amount of items to each address. This will completely remove the need for customers to have to then redistribute the items themselves, saving them time and making business much more efficient.’

The new system also allows users to decide which delivery method they want to use for each part of the order, along with an audit trail and appropriate delivery notifications.

‘We know there is a huge demand for split deliveries and the fact that we have been able to do this in a fully automated way we believe is a game changer,” added Mr Peeling.

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