Special Report
2026: THE YEAR OF DIVERSIFICATION
IN HONOUR OF
SDUK AND P&P LIVE! CO-LOCATING, THE TOPIC OF DIVERSIFICATION SEEMED LIKE AN
APPROPRIATE TOPIC TO DELVE INTO THIS ISSUE. GAINING INSIGHT FROM
INDUSTRY EXPERTS, ASSISTANT EDITOR ANA LAMBERT, DIVED INTO HOW DIVERSIFICATION COULD SHAPE THE WIDE-FORMAT PRINTING INDUSTRY MOVING FORWARD.
Sticker Builder tool
So much has changed over the last few years that it has made turning a profi t harder to achieve. Many directors feel that investing in new gear is the only way to expand, but sometimes looking inwards and making the most of your existing equipment could open new revenue paths to exploit.
PERSONALISATION With software now becoming an increasingly integral part of the industry as machinery becomes more and more intuitive, creating the opportunity for diversifi cation lies in how easily they can offer different services, for instance, personalisation. Gaining understanding from Antigro Designer’s CRO and co-founder, Waclaw Mostowski, on how the aspect of utilising pre-existing software for differing uses could help businesses diversify more easily. Waclaw said: “Rather than ordering large quantities of identical graphics, customers are increasingly seeking smaller, more targeted runs designed for specifi c events, campaigns, locations, or audiences. “This highlights the shift towards relevance and individuality, where personalisation is becoming an expected part of the buying experience.” There have been advances in print personalisation
software that have signifi cantly lowered the barriers to diversifi cation, allowing companies to expand their offerings without adding complications to production. He added: “Modern tools are designed to support scalable customisation, making it possible to offer personalised prints, promotional graphics, and display products effi ciently and profi tably.
“Enhanced user experience and mobile optimisation mean customers can personalise and approve designs in real time, whether they are ordering event signage, promotional displays, or branded products on the go. For print businesses, this reduces back-and-forth on artwork and enables faster turnaround times.” Observations within the industry have also signifi ed a shift towards stickers, as they offer a versatile and
20 | February/March 2026
accessible entry point into personalised print. Many printers already produce posters, boards, or display graphics, and are well placed to expand into stickers, using personalisation tools to make designing and ordering simple and effi cient. Waclaw concluded: “Feedback from users of our own Sticker Builder tool shows that customers prioritise speed and ease over complex design control, reinforcing the importance of intuitive, UX-led personalisation journeys.”
CUSTOMER-FIRST Along with software allowing printers to diversify into personalisation, diversifi cation can also allow companies to be more customer-fi rst orientated. Diversifi cation is often positioned as a growth strategy, but for many print businesses, it plays an equally important role in protecting existing revenue. Speaking to Mimaki’s UK and Ireland distributor, Hybrid Services, they detailed that they have long advocated a customer-fi rst approach to diversifi cation, encouraging businesses to expand in ways that support their current client base before chasing entirely new audiences. Andy Gregory, sales director at Hybrid Services, said: “The ability to say ‘yes’ is fundamental. If a customer asks you for a product, it’s because they believe you should be able to supply it. If you can’t, there’s always a risk that the supplier they turn to for that one job starts taking the rest of their work too.” In many cases, diversifi cation does not begin with a
new investment, but with reassessing the capabilities already in place. For instance, solvent printer cutters often see their true value in their breadth of application, and not just day-to-day production. Busy production environments can lead to a narrower focus on routine jobs, causing businesses to overlook opportunities to upsell or cross-sell additional products to existing customers. Expanding their use to canvas prints, workwear, and
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