Case Study


Strengthening textile personalisation with DTF


As the world of textile printing moves ever closer to a DTF-dominant field, Lotus is one such company that, with the help of partner Roland DG, is supporting customers to adapt to this change.


Lotus Berlin CEO Odette De Pasquali (left), COO Bernhard Hermanns (right)


A


cross Europe’s textile printing sector, a major shift is underway.


Traditional methods for garment personalisation, such as heat transfer vinyl and print & cut workflows – once the backbone of garment decoration – are being rapidly overtaken by faster, more efficient direct to film (DTF) technologies. This is the environment in which Lotus has built its legacy. For more than 50 years, the company has been a trusted partner to fashion houses, sports teams, and workwear printers, evolving from its origins in Milan as a specialist heat press manufacturer into a cross-European provider of advanced textile printing solutions.


But like many long-established players, Lotus now finds itself navigating a period of profound transformation; one driven by changing customer behaviours, labour efficiency challenges, and the accelerating momentum of DTF technologies.


From heat presses to full-scale print workflows


For many years, Lotus’ reputation was rooted in its engineered heat presses, relied upon by thousands of textile decorators across Europe. As customer needs evolved, so did its offering.


| 62 | March 2026


COO, Bernhard Hermanns said: “We built our business around helping textile printers work more efficiently. “When our customers needed more than just heat presses, we expanded our portfolio, and that’s what first opened the door to Roland DG.” Its introduction to the print solutions provider began with CADcut plotters. These early machines helped customers expand into coloured transfers and more detailed textile graphics.


From there, Lotus broadened its lineup to include print & cut systems and, most recently, a full suite of DTF technologies.


Today, its primary strategic machine is the TY-300 DTF printer, complemented by Roland DG UV printers (MO 180 and 240), along with popular print & cut models including the TrueVIS SG3540, TrueVIS VG series, VersaSTUDIO BN2 Series (BN2-20 & BN2-30).


Navigating the industry’s shift to high-efficiency DTF


In recent years, Lotus has witnessed a surge in demand for DTF systems as printers move away from traditional CAD cut and print & cut solutions. Bernhard said: “DTF reduces manual steps, speeds up production, and allows a single operator to manage high volumes.


“It’s changing how textile businesses think about their workflow.”


To support this shift, Lotus introduced two DTF offerings designed for different business sizes – the BY20, which is an accessible and compact DTF solution and the TY-300, a strategic, industrial-grade machine capable of high-volume output with minimal staffing.


As both Lotus and its long-standing customers transition into DTF workflows, there is shared learning on all sides. “It’s a transformation,” Bernhard noted. “We’re growing


through it together – helping our customers adapt and adapting ourselves to what the market now demands.”


Preparing for the next chapter Bernhard sees several trends shaping both Lotus’ strategy and the wider textile printing industry. He anticipates ongoing consolidation, with many smaller businesses likely to exit the market due to retirement, rising costs, or increasing competitive pressure, creating space for stronger mid-sized companies with complete solution portfolios to expand.


At the same time, he predicts a clear shift toward ultra-efficient production technologies, as CAD cut plotters and traditional print & cut systems gradually give way to more streamlined DTF and DTG workflows.


Central to Lotus’ own future is the continued rise of DTF, which Bernhard views as the company’s strategic growth engine.


He said: “It’s where the market is going, and we’re committed to helping our customers make that transition successfully.”


A partnership built to drive future innovation


As Lotus continues to guide textile printers through rapid change, its long-standing partnership with Roland DG remains a central pillar. Bernhard concluded: “Reliability, integration, and support are what matter most.


“With Roland DG, we have a partner that strengthens our offering and helps our customers succeed.” From Milan to Berlin and across Europe, Lotus is redefining what modern textile production looks like, powered by decades of expertise, a forward-looking strategy, and the transformative capabilities of Roland DG technology.


www.printwearandpromotion.co.uk


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68