The Leicester-based outfit is in the process of installing the Gallus and will have it up and running in the next two weeks. It also invested in two ABG Omega SR330 rewinders, one of which is due for installation next week and one in three months’ time.

Elite managing director Shafique Hussein said the purchase represented a renewed push for the 33-year-old company into the self-adhesive label market.

He said: “We’ve always had flexo printing machines but they were more for the fashion industry. Our old one got a little bit dated and we wanted to continue diversifying into self-adhesive labels specifically. Hence why, through our global partners, who are also Gallus houses, we made the decision to go ahead with the Gallus.

“This has probably been in the pipeline for six to nine months. We knew we would buy but had to check the market. But at the end of the day we felt that because we have the experience of the Gallus it made sense to stick with a manufacturer that we know and that has wonderful service."

Hussein said the company already has “over a million orders” for labels in the pipeline once the press gets going. He said there is a chance Elite could purchase a second Gallus in the next six months.

The 340mm web-width Gallus features a granite core, which Hussein said gives better quality and speed. He described it as "Swiss-German engineering at its best".

It will start on double day shifts, with the plan to have it running 24 hours in six months, and new trained operators for the press are currently being recruited.

52-staff Elite mainly produces a wide range of labels, mostly washcare labels for the fashion industry.

It also runs rotary printing machines for its washcare labels, along with various offset and digital printers plus weaving looms.