Installed at the end of 2012, the iGen 150 capped a year of digital investment across small and wide format. In addition to the iGen 150 the firm updated its Brighton site with two Xerox Nuvera 200 twin-engine duplex lines. The level of investment was not disclosed.

"We wanted a machine to increase the company’s capacity and to say yes to more types of work more often," said chairman Roger Birkin.

The iGen 150 joins two iGen 110s and the Nuveras at the Brighton site, which produces a range of personalised documents including statements, prospectuses, membership packs and photobooks.

The iGen 150 uses Xerox’s Confident Color suite, which includes an inline spectrophotometer to ensure colour consistency.

"True to Xerox’s word the colours stay consistent right the way through a print run," said ImageData Group Brighton operations director Jason Vivian.

The machine’s longer 660mm sheet opens up new applications including 6pp A4 brochures, folders and additional photobook work, in addition to increasing productivity while reducing materials costs.

"The iGen 150 really does have a turn of pace that we haven’t experienced from any other press in its class," said chief executive David Danforth. "We are already printing jobs that would have slipped through our net."

Last summer the firm’s wide-format division in Howden, East Yorkshire, became the first site in the UK to install a Durst Rho P10 250 hybrid wide-format printer. The P10 250 joined a Durst Rho 500 roll-to-roll machine installed the previous year as part of the firm’s expansion beyond rigid board printing.

"The roll-fed machines took us beyond our historic market in point of sale," said marketing director Mandy Long. "We now produce a range of textiles, wall coverings and building wraps, and have our own fitting team to install them. There is a strong demand from our retail clients for digital wallpaper in the current economic climate as it provides a high impact, low-cost way to refresh their stores."