The Rotherham-based business has installed the machine, which complements an HP Scitex XP2700, Inca Spyder 320Q and screen printing equipment, to boost its digital firepower.

Bluetree, which employs 41 staff, is aiming to drive its bespoke variable data work to the new machine and to open up new applications such as short-run digital printing for local retail customers.

Bryan Shirley, managing director at Bluetree Design & Print, said: "We believe that the versatility of the new printer and our ability to offer fully personalised applications will help us win more from our existing customers as well as attracting new business.

"Bluetree has established a reputation for producing the best possible quality items for our customers and it was vital that any new equipment that we invested in reflected this."

The £3.6m turnover business is also using the new flatbed to producing traditional jobs including posters, displays and exhibition graphics for clients such as agencies, print management businesses and financial institutions.

"We are delighted with the print quality that our new printer can achieve. It can capture the fine detail required by our customers," said Shirley.

The company's new flatbed machine features a raft of production modes ranging from production operation with printing speeds up to 500sqm an hour to best quality mode at 140sqm an hour.

The Scitex incorporates 312 HP Scitex X2 drop-on-demand piezoelectric inkjet printheads and can prints on substrates up to 3.2 x 1.65m and on thicknesses up to 25mm thick.