Digital ID becomes Magicard distributor

By Jez Abbott, Tuesday 22 March 2016

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Identification-card company Digital ID has teamed up with one of the UK’s largest ID card printer makers, Magicard, to distribute the latter's printer range, aiming to sell 250 machines in a year.


The new Magicard Helix printer is billed as the first of its kind to offer an interactive touchscreen interface

The partnership comes a month before the UK launch of new Magicard Helix printer, billed as the first of its kind to offer an interactive touchscreen interface.

The new high-volume Helix is a 300dpi retransfer printer that runs at 125 full-colour cards per hour with single- and double-sided options.

Digital ID digital marketing manager Adam Bennett said the device is aimed at education, government and other public sector areas wanting high volumes of print and needing easy interface for fast working.

The Helix Uno single-sided machine costs £1,800 and the Helix Duo double-sided version is priced £2,051.

The Helix joins five other models from Magicard, the Rio Pro, the Rio Pro Extended, the Endure 3E, the Pronto and the Prima.

Most models come as either single-or double-sided machines and costs range from £487 for the Magicard Pronto to £3,295 for the Magicard Prima double-sided printer.

“Our goal for the Magicard Helix over the next 12 months is to sell 250 units and for the overall Magicard range we want to sell 1,500 units in the next year,” said Bennett.

“The wider goal is to further strengthen our position as the number one ID printer and card retailer within the UK. We aim to increase printer sales to around 15% of our overall turnover.”

The deal follows strong trading for Digital ID, which saw the business achieve turnover in excess of £10m for the first time in its history last year.

Sales grew 22% over the last 12 months, marking the fourth consecutive year that the business saw growth of more than 20%. The new partnership is expected to treble sales of Magicard printers in the next year.

Digital ID managing director Jonathan Fell said: “The new partnership is a great achievement for the business and recognition of the growth, product innovation and hard work by our team.

“Our printer sales figures have grown rapidly year-on-year and now make up 12.7% of our overall turnover. We are excited to be working with the Magicard team and their new products.”

Launched in 1990, Digital ID has more than 4 million items in stock ranging from ID card printers, blank cards, software and accessories and a staff of more than 45 people. 

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