The Normandy-based, family-owned printer opted for the UV coater machine, which has a list price of €249,000 (£199,000), to bring work it has previously outsourced in-house, enabling it to cut turnaround times and boost margins.

Owner Arnaud Le Révérend, the fourth generation of his family to run the company, said: "This machine will be used to print luxury postcards and will enable us to be more efficient and productive."

MGI director of communication Laurent Boumendil said: "As we are a French manufacturer we are delighted to have sold the first of these machines to another French company. It is one of the highlights of what has been a very successful drupa for us."