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Business

Personalisation drives Christmas orders

While some may argue that print is being pushed to the side to make way for digital alternatives, the run-up to Christmas has proved that print is very much a popular medium for one print company.

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The run up to Christmas has seen a surge in personalised book orders

After investing in personalised book technology, Yorkshire-based Charlesworth Press has reaped the rewards.

The company has transformed from entering a Company Voluntary Arrangement (CVA) to achieving a £6m profit turnover.

In the run up to Christmas, using three HP Indigo colour presses and finishing equipment, Charlesworth has been completing up to 36,000 bespoke book orders each day on a 24/7 production schedule.

This is something the company credits moving into the children’s personalised book market for UK publishers such as Mrs Wordsmith and Hooray Heroes.

With the personalised gift market currently estimated to be worth around £24bn (a 55% increase in the last three years), Charlesworth has capitalised on this with the investment of £3m on printing and binding equipment.

We used to publish a lot of long run publications but have changed markets to stay in business, mixing traditional bookmaking with personalisation and print-on-demand

The investment has given the company the capability to produce 1,800 individual or short-run books an hour.

Lee Hewitt, operations director at Charlesworth Press comments: “We used to publish a lot of long run publications but have changed markets to stay in business, mixing traditional bookmaking with personalisation and print-on-demand. Winning contracts like Wonderbly, Mrs Wordsmith and Hooray Heroes, means we can continually invest in our personalisation offering, which has been pivotal in shaping the future of the business.

“In the last five years, we have seen year-on-year growth in this area and the exciting thing is that customers from all over the world are seeking us out to carry out personalised printing and to work in partnership on product development and fulfilment.”

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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