March 2014: DCL in surprise iGen 150 Xeretec show deal

Printweek Article: DCL Print signed for a Xerox 150 from reseller Xeretec on Monday as part of its strategy to boost its colour variable data capabilities and accelerate the migration of short-run litho work to digital.
The firm will take the iGen 150 straight off of Xeretec’s stand when the show closes and according to DCL group managing director Simon Smode he didn’t come to the show with the intention of signing for the 150.
In fact Smode said he shouldn’t have been at the show at all on Monday, and was only here are after a diary mix-up, but after negotiating a “show price” he decided to add the 150 to the firm’s battery of seven sheetfed and continuous Xerox presses, all supplied by Xeretec in partnership stretching back a decade.
All of the firm's colour Xeroxes run EFI Fiery digital front ends, as will the new 150.
The show deal for the 150 comes just four months after the firm installed a Xerox iGen4 Diamond Edition, also from Xeretec. Smode said he would also look at a number of other possible show acquisitions when he returns tomorrow.
“The iGen4 has been fantastic for us. The guys at Xeretec told me when it went in that within 18 months we would be buying another one, but I don’t think even they thought we would buy another this quickly. Growth has been phenomenal though and business is very good, and Xeretec have been fantastic,” said Smode.
“The experience we’ve had with the iGen4 and the experience we’ve had with Xeretec over the past decade, gives me the confidence to come here and sign a deal on the day.”
The firm operates two sites in Crawley, West Sussex and Wotton-under-Edge in Gloucestershire with combined sales of just under £7m. The new press will go into its Crawley facility.
“This is a fantastic start to the show for us,” said Xeretec sales manager Mark Povey.
“But then DCL are a fantastic customer and we have a great partnership with them, so nothing they do should surprise us really.”
DCL operates in the transactional mailing, security, label, commercial and business forms sectors for a combination of client direct and trade customers. It runs 27 presses, a combination of sheetfed and web litho and digital.
“I don’t expect our turnover to necessarily increase significantly in the next 12 months as a direct result of the new machines, but I do expect our profitability to be even healthier – I only want to grow sales if I can grow profitability to the same degree,” said Smode.

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