Booming Melbourne POS printer buys third HP Scitex FB7600 at Drupa

Magnify Media is on track to double turnover as it gets ready to fire up its third HP Scitex FB7600, which it signed for at Drupa.

Managing director John Duplock told ProPrint that after growing 70% last year, the all-digital Melbourne printer looked likely to grow another 20-30% this year.

Duplock attributed the surge in revenue to an "aggressive" business philosophy, a "cracking sales team" and the ability to quickly produce high-quality work.

He also said Magnify had taken advantage of the industry's move to digital by picking up a lot of work from screen printers that hadn't been willing to invest in the new technology.

"There's plenty of work out there regardless of what anyone else says."

The 56-staff operation will continue to grow through investing in new technology and searching for untapped markets, according to Duplock.

He said packaging was one untapped market Magnify wanted to target as only about 1% of the sector was digital.

Duplock told ProPrint that Magnify had paid a seven-figure sum at Drupa to acquire its third Scitex.

The press should be installed in late June, he said.

Despite Magnify Media's credentials as an HP house, Duplock only settled on the Scitex after travelling to Belgium in January to investigate the Fujifilm Inca Onset S40 and going to Austria in February to look at the Durst Rho 1000.

The "very long and expensive due diligence program" was needed to make an informed decision, he said.

The S40 offered the highest quality of the three machines but Magnify had concerns about running high volumes of certain media on the machine, while the Rho offered the best production capabilities, but its footprint was too large for Magnify's current premises, according to Duplock.

The 7600 provided the best overall package, he added.

"I've already got two 7600s. We know the equipment and it's worked extremely well for us in the past."

Magnify's two Scitexes are actually 7500s – the older model – that are going to be upgraded. Both are fully booked and the new machine should quickly fill up too, said Duplock.

Duplock said the new Scitex would be used to produce the high volume of corflute work the company was attracting.

Read our Star Business article on Magnify Media.

CORRECTION: When this article was originally published, it was incorrectly reported that Magnify had said the Fujifilm Inca Onset S40 couldn’t handle high volumes. It should have said that Magnify was concerned about running high volumes of certain media on the S40. We apologise for any confusion.