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Special Report


through data harnessing. That being the sharing of data all the way along the supply chain. This will enable the industry to produce only the textiles that are needed. The power of one and on-demand manufacturing is the fourth stage in the industrial revolution, which is where the strengths in digital textile printing lie.


Customer insight


Next up was a fireside chat with Kornit customer Kevin Marschall of Shirtracer. Oliver Luedtke conducted the interview in front of an audience who were keen to hear the secrets of a business that prints 4,800 shirts a day.


Kevin explained that the business was founded in 2008 in the living room of CEO Denny Kühne. Denny was a chimney sweep by trade, but wondered why there were so many T shirt printers doing large print runs, instead of one off designs. This is how he started the business, initially printing T shirts with flex film. Shirtracer went digital in 2013 with the introduction of a Brother GT3. By 2017 they had five of these printers and had grown to the point where they had to make the decision whether to buy five more or to buy an industrial machine. Shirtracer took the decision to purchase an Avalanche Hexa and now two years later the business has four of them, capable of printing 4,800 T shirts a day. Kevin says that the introduction of these printers has saved the business money in the long run, as cost per print is lower and less staff are needed to operate the printers. “The initial investment is a little higher, but you have to look at the total cost of ownership,” he said. After reaching a level of production that works, Kevin said the focus now for the business is making it more sustainable. From my point of view it was great to receive an insight into the operation of a garment decorator of this size.


Fashion design


Last up on the stage was Davinder Madaher, a textile designer with 27 yearsʼ experience. His presence at the open house was to inspire printers to get creative and to encourage them seek out the help of designers to elevate their business to the next level. He explained that the rise of digital printers has helped fashion designers like himself to bring their designs from concept to finished product quicker than ever before. He advised printers to invest in their design team. “You want to sell the best designs you can to your customers,” he said.


Davinder outlined the advantages of digital printing over screen printing, including high resolution prints, unlimited colours, no screens to cut, quick turnaround, among many others, before finishing his presentation by exclaiming just how excited he was about the future of digital printing from a designers point of view, hoping that he had inspired everyone to get creative.


The future of Kornit


All in all, the day was very informative and it is exciting to see the boundaries of digital textile printing being pushed. It is clear that Kornit solves existing problems and is truly focused on helping printers be successful in their field.


Kornitʼs new CEO, Ronen Samuel, has been brought onboard to help drive Kornit towards its revenue goal of $500 million by 2023. This will be made possible through the introduction of new products and technologies, and by targeting new markets and customers. Only time will tell whether Kornit will reach its goal, but it has already hit the nail on the head with the new innovative technology introduced this year alone, which will surely provide a catalyst for growth.


The new Poly Pro received its official European launch during the open house


| 28 | May 2019


From top: Tansy Fall, head of content at World Textile Information Network, Kornit’s marketing director, Oliver Luedtke chatted with Kevin Marschall of Shirtracer and Davinder Madaher, textile designer


www.printwearandpromotion.co.uk


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