Evolution for Rapid’s new XL220

Rapid’s XL220 digital label press is up and running, with Sydney start-up Evolution Labels, a brand new on-demand, short run, trade-friendly enterprise taking the first machine.

Evolution owner Scott Fredman sold his Brookvale-based blank thermal labels business to a larger competitor in that space in August last year, and says he is excited to make his first foray into the digital labels market with Evolution.

He sealed the deal with Rapid to acquire its first XL220 inline digital label printer, diecutter and rewinder in March, and has spent the past few months training up on the machine and developing his new business concept.

He tells AP, “I think Evolution is going to be fantastic support to the trade, because we will be fast, cheap and high quality.

“We are now ready to roll and the XL220 is central to our vision for on-demand short run, full colour labels printed on time, with minimum fuss and delivered to trade label printers anywhere.”

Fredman says he is undeterred by starting over and developing the new business, which is also based in Brookvale. Similar to the beginning of his blank label business 20 years ago, he says this time around again it has been about seeing an overpriced niche in the market and offering that service at the ‘right price.’

He says, “Twenty years ago I was doing hot foil stamping with a Rapid machine, when customers began asking if I could do blank labels. I started making those on the Rapid, and had a few angry calls saying I was going to ruin the market with the prices I was charging.

“Rapid then built a small rotary diecutter, I think I bought their second machine, to grow that business. Over the years the whole market came down to a proper price and it got difficult for me as a small operator in Brookvale to compete with the big boys.

“I thought, I’ll take my money and run, start something new. Before, the blank label business sort of found me, and took me along for the ride. This time around, I am seeing a need in the market for short-run digital labels, at the right price. I now have the machine to deliver that – let’s see if I am right or wrong.”

He says the XL220’s ability to fire out short runs with various finishing and converting options will suit Evolution’s vision to serve the trade.

The XL220 produces full colour labels on a variety of inkjet-receptive stocks, in colour and with resolution up to 1600 x 1600dpi using the Australian-developed Memjet printheads and inks. The web width is 220mm, travelling at up to 18m per minute.

Fredman says he is keen to talk to printers and brand owners and start building relationships as Evolution enters the marketplace.

By targeting small niches like florists, who traditionally use black stickers with gold foil when wrapping up a bunch of flowers, and offering them short runs of full-colour custom labels at a good price, he says he is already winning over a customer base.

He says, “It is nice to be optimistic about a business venture, and I am pleasantly surprised with the response I have been getting so far. If you are going to launch a product in a small run and do not want to go to the expense of getting 50,000 or 100,000 labels made, this is perfect.

“If a customer orders a couple of thousand labels, puts them out into the market – comes back and says now we’d like 100,000, I will then recommend a particular label manufacturer for that job.”

With a digital artwork file he says he can print samples in as little as five minutes on the XL220, and back this up with fast turnaround once the order is confirmed.

He says, “Setting up the machine takes about 20 to 30 minutes, and ordering the knife – if I don’t already have it – a couple of days. So we can have the job ready in the shortest time possible.”

Nick Mansell, general manager of Rapid, says Fredman is a long time customer and he is looking forward to seeing evolution grow.

He says, “We have known and done business with Scott for more than 20 years and he has provided trade label printers with fast, high quality, simple and low cost solutions with his previous business, now sold.

“With the XL220 he has created Evolution Labels which, as the name implies, takes short run label printing to the next level as a trade service.”

 

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