Charing Cross invests in Xerox Iridesse

By Rhys Handley, Thursday 25 April 2019

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Charing Cross Print has bought a new Xerox Iridesse press with additional gold, silver, white and clear ink stations to bolster its high-end digital offering.


Dobson: hopes the Iridesse "helps us make our case" as the sector plateaus

The digital colour press was installed at the end of March and replaced one of London-based Charing Cross’ two Xerox Versant 2100 machines, which was traded back to the manufacturer as part of the £200,000 deal.

Managing director Mark Dobson said the press would increase the company's capacity and range of capabilities. He said target applications included cosmetics packaging, invitations and PR materials, as well as materials for restaurants and bars in the immediate central London area.

“We had Xerox knocking at our door about the Iridesse for about six months,” he said. “It was not a business-critical purchase, but we were having issues on our Versants with the finer text and I was very impressed by the crisper, finer-detailed samples on the Iridesse.

“It also won us round on its turnaround, which adds value to the sales process. Previously with metallics we would have to work with spot colours which took more time and cost more money, but now we can turn those around same-day or next-day.”

First unveiled to European and US customers in May last year, the toner-based Xerox Iridesse can print at up to 120ppm for A4 and 60ppm for A3-SRA3. It can take stocks weighing from 52-400gsm.

It prints at an “ultra HD resolution” of 2,400dpi.

Dobson described 2018 as a “great year” for his firm, which concluded an extensive re-equip of Duplo, Xerox, Vivid and Ideal kit valued around £380,000 in July last year. Charing Cross’ turnover rose from £685,000 in 2017 to £820,000 for 2018 and Dobson has his sights on sales of more than £900,000 by the end of this year.

Next on the docket is likely to be further investment in the form of a 720mm guillotine from vendor Terry Cooper Services, according to Dobson.

He said: “The Iridesse has been a bit of a learning curve for us and we spent time bedding it in, but now we need to get out there and sell it. We have to keep on doing what we do but be more proactive with our marketing to retain existing customers but also get new ones.

“Now we have a sample pack to send out to clients that should help us stand out. Because of Brexit there has been a bit of a slowdown in the sector recently and we hope that the addition of the Iridesse helps us make our case.”

On 200sqm premises in the Strand, Charing Cross Print employs seven members of staff.

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