The five-staff business-to-consumer division was supported by a £70,000 investment in Fastbind photobook finishing equipment from Ashgate Automation and Taopix software, said chairman Robin Sumner.
"Romax started in 1997 and DM was the largest part of our income," he said. "But we wanted to broaden our horizons and see Photoleaf as another pillar to our business. We anticipated the average order to be £35, but it is more than double that at £78.
"We have had 200 orders, around 10 a day, which is healthy. We budgeted for a £90,000 turnover but we hope to make between £100,00 and £150,000 this year. Within three years we hope to have a turnover of £1m."
New equipment for the business includes a Fastbind Elite XT large-format perfect binder, a Casematic H46Pro casemaker, a FotoMount F46e large format lay-flat binder, a BooXter Trio staple binder for books with narrow spines. The company also bought a Lamiat 470 pressure roller from Ashgate.
Standard delivery times for the web-based photobook service is three to five days, but the division has the capacity turn around urgent jobs by the next day if requested, said Sumner.
Greenwich-based Romax has 32 full-time staff and turns over £4.5m.
It made its name in design, digital colour print and mailing, specialising in database management and distribution.