With converters increasingly exploring digital label printing, accessibility is one of the core aspects of this market. Due to economic concerns like tariffs, many converters are taking a wait-and-see approach before making capital expenditures. However, digital label press suppliers have recognized the need for their technology, which has prompted them to develop entry-level digital presses. This line of equipment meets demand for digital, but at an affordable price point.

“At Domino, we see this as a key growth area – particularly among traditional flexo houses looking to increase responsiveness without sacrificing quality,” notes Bill Myers, marketing manager, Domino. 

“There continues to be steady demand for entry-level digital presses, especially among flexographic converters looking to diversify,” adds Ben Luly, product manager, Digital Presses, Mark Andy. “While market conditions have impacted capital equipment investment across the board, interest in hybrid digital remains strong, particularly for short runs, SKU proliferation, and faster turnaround.”

These entry-level presses allow smaller label converters to deliver digital solutions without the financial risk associated with full-scale production presses. With advancements in technology and the integration of inline finishing options, the transition to digital can be overwhelming for companies unfamiliar with the process.

“Demand for entry-level digital presses is driven by small-size converters (annual sales below $3 million),” notes Eli Mahal, head of L&P Product Management & Marketing, HP Indigo.  

“We see strong demand for entry-level digital equipment as label converters seek more efficient ways to print short runs and multi-SKU jobs that are being printed inefficiently on flexo presses due to repeat plate changes and regular graphic changes,” adds Steve Lynn, Durst’s executive director, North America.

Entry-level digital presses generally offer a smaller footprint, a lower initial investment, and more intuitive, easy-to-use operations. However, they often run slower, have limited finishing options, and feature a reduced color gamut.

“There is still strong demand for entry-level digital presses, not only from companies entering the digital market for the first time but also from those looking to upgrade their current digital capabilities,” explains Joe Sanchez, director, USA Digital Division at Dantex Group.

There are other ways to find success with digital printing, too. Domino has developed the N610i-R digital retrofit module to deliver affordable hybrid printing. Rather than investing in a full standalone press, converters can install the N610i-R onto the top of an existing flexo press, transforming it into a versatile 3-in-1 solution for hybrid printing, digital-only printing, or flexo-only printing. 

“By not adding additional footprint, it saves space and maximizes productivity for multiple SKU jobs,” states Myers. “It’s an ideal solution for converters looking to ease into digital while maximizing the use of their current assets. The N610i-R is available in CYWK+W. Domino supports these customers by providing thorough consultation, application testing, and hands-on support so they can begin digital production quickly and confidently.”

Getting into digital

Just like with full-scale production presses, there is no “one-size-fits-all” in the entry-level digital press arena. When considering entering the digital market for the first time, converters should focus on several critical areas to make an informed decision. 

“The key factors include print quality, price per label, build quality, operator experience, maintenance, and overall adaptability,” says  Dantex’s Sanchez. “By asking the right questions and considering all these factors, converters can make a well-informed decision that aligns with their business goals.”

When entering digital printing for the first time, Mark Andy recommends identifying a set of goals. “For converters exploring digital for the first time, the journey usually begins with a business objective,” states Luly. “Are you trying to reduce waste, speed up turnaround, or boost overall productivity? These goals often reflect broader market shifts – like contracting run lengths, increased versioning, and the need for faster response times. Before evaluating any specific platform, it’s important to define what success looks like and how digital technology can help achieve it. It’s part of what we refer to as Mark Andy 360 Support – our commitment to ensuring customers have the confidence, training, and tools needed to succeed from day one.”

There are numerous options to consider, as well. A pre-owned press is also worth exploring.  “HP Indigo assists smaller customers to benefit from an Indigo press by offering financing and Certified Previously Owned (CPO) presses,” says Mahal.

According to HP, there are a plethora of questions to ask a digital supplier, including:  “What are the pain points I have with my conventional fleet of presses – costly for print of shorter runs, address need for fast time to market, addressing last-minute changes in design/graphics, add variable data? Can the digital press I explore support these jobs, along with the inks, media (variety of substrates), and required print quality? By how much will I reduce my TCO by shifting these jobs from conventional printing to digital printing? Do not forget to add the value of free capacity of conventional. Finally, can I use digital to gain new business? This could be through faster delivery, adding VDP, serving new customers, the ability to print new applications and open new market/business opportunities.”

Additionally, operator skillset will play a significant role in the process. “We’ve seen first-hand how younger operators gravitate toward digital because it’s cleaner, more intuitive, and doesn’t require the same level of manual intervention as flexo,” explains Luly. “For converters with aging teams or hiring gaps, digital presents an opportunity to bring in new talent and future-proof production.  

“Beyond that, it’s also about asking the right strategic questions,” Luly continues. “Are you seeing more demand for variable data? Are customers pushing for product launches with multiple SKUs in smaller quantities? These are signs that it’s time to consider digital.”

Ultimately, converters will want to invest in a press that can grow along with their business. 

“Most importantly, converters should ensure that there are upgrade options to the entry-level model that ensure as business grows, and label needs change, the entry-level model can stay relevant through field upgrade,” says Durst’s Lynn. “It should not require an expensive, complete replacement to a higher cost, more productive model.”

Support Services

Finding the right partner is key for the label converter’s digital journey. Converters should seek out collaborators who will help them every step of the way in their quest to add digital label printing.

“Once a press is purchased, we support the customer with a comprehensive onboarding process,” says Mark Andy’s Luly. “That includes in-house testing and demos, optional sample runs, remote prepress training before installation, and extensive on-site training. This support model is especially helpful for converters with no prior digital experience.”

“Our approach focuses on educating customers by addressing common misconceptions, highlighting the factors that truly impact print quality,” adds Dantex’s Sanchez. “Dantex offers continued support through ongoing training, proactive maintenance recommendations, and reliable service to ensure optimal performance. Our commitment to customer success means we stay engaged to help customers maximize their digital capabilities and remain competitive as their
business evolves.”

Domino’s digital solutions are built with scalability in mind, and with the company’s In-House Leasing program, acquiring a Domino digital press has never been easier, says Myers. “The In-House Leasing program provides attractive low rates, fixed monthly payments, bundled package with service, and a future-proof trade-in guarantee,” he explains. “This benefits the converter because there is no large cash outlay. No personal guarantees required. No banks or third-party leasing companies involved. You’re dealing directly with Domino.

“Domino takes pride in being more than just a digital press manufacturer – we are a partner in digital transformation,” adds Myers. “Domino offers live in-person and virtual demonstrations, application testing, print samples, ROI analysis, and more. We utilize the converters files so they can see exactly the high quality produced on the Domino press.”

Workflow and software are also key considerations of the entry-level digital press. These services can emerge as key differentiators in a label shop. Durst, for example, offers strong sales, technical and applications support that can help experienced label converters switch to digital, and print companies that are new to label be successful in a competitive label market.  

“Our team can support the initial investment to ensure the best solution from our portfolio is purchased,” says Durst’s Lynn. “After initial investment, we have industry leading support to ensure a successful installation and training process, followed by exceptional workflow and applications support as label production starts. Our Production Excellence program offers continued support post-installation to ensure that the move to digital is a seamless process after investment in Durst label technology. Our goal is to ensure that customers are successful with Durst and that we build a strong partnership that ensures future long-term success.”

This is the case with Domino, as well. “Post-installation, Domino focuses on operator and application training, color management services, workflow integration, preventive maintenance packages, remote diagnostics and support, and ongoing business development consultation,” adds Myers.

To unlock the full potential of digital print production operation, HP helps converters build a future where industrial printing is not just manageable but profitable and sustainable. “Customers benefit from seamless installation and training through professional services that ensure smooth integration with their existing systems,” says HP’s Mahal. “HP’s comprehensive customer success training programs empower the converter team to efficiently enhance their skills and knowledge. Additionally, HP offers Operator-as-a-Service (OaaS), a seamless solution that optimizes and secures digital print production operations, addressing staffing challenges while simplifying sourcing and onboarding. HP also offers the Production Optimization Service, a customizable scope of work designed to meet converters’ specific goals by addressing inefficiencies and identifying opportunities for improvement,” adds Mahal.

NEW Products

The Dantex portfolio includes two flexible digital press solutions – the PicoJet 1200 DRS and the PicoColour – both designed to meet different entry points in the digital market. They are both described as modular and scalable press solutions.

“Our flagship UV digital LED Modular Hybrid Label Press combines the latest innovations in print technology at fast production speeds,” states Sanchez. “Meanwhile, the newly upgraded PicoColour offers a compact, entry-level digital solution with the latest print technology and inline finishing options, all at a competitive price. While both presses target different entry points in the digital journey, our goal is to ensure that as customers outgrow their PicoColour, they can seamlessly upgrade to a PicoJet 1200 DRS.”

Domino has designed several digital printing options and configurations. The N610i-R digital retrofit module, standalone presses with the N610i (600 dpi) and N730i (1200 dpi), as well as hybrid versions of the N610i and N730i that integrate with the converter’s choice of OEM partner, allowing converters to grow with Domino.  

“The N610i digital UV inkjet label press balances speed, resolution (600 dpi), and durability of output with the ability to print up to seven colors (CMYKOV+W), making it ideal for those ready to enter digital and grow beyond an entry-level investment,” says Domino’s Myers. “Many converters will start with the N610i as they will be able to grow with this press over the next five or more years as their volumes and label complexities increase.”

Durst offers a wide portfolio of label presses, from standalone entry level up to full automated flexo/digital hybrid systems. “Our entry-level, standalone digital printers offer label converters and print service providers the ability to invest in a platform that can produce high-quality 1200 dpi labels with the option to upgrade and add additional speed or colors for gamut expansion after initial install as the business grows or label needs change,” says Durst’s Lynn. “Features like gamut expansion, additional speed, options for full variable data capabilities can be retrofitted in the field after initial
printer investment.”

Over the last few years, Durst has seen many label converters invest at entry level to transform their business and address changing needs in the market. Durst offers the 1200 dpi RSC-E platform, a 13″ 1200 dpi inkjet press capable of color and white, speeds at 170 fpm.

For HP, Mahal finds by adding a second HP Indigo press, converters enjoy an economy of scale, allowing them to grow productivity per press by 50%, so 2 = 3, thus, lowering TCO and becoming more competitive. “When smaller converters grow, they would usually approach a vendor providing a press that is not entry level such as the HP Indigo 6K digital press,” he says.

Mark Andy has engineered several solutions to meet demand in this market. “Our entry-level digital presses, the Digital Pro PLUS and Digital Pro MAX, offer an unbeatable combination of ease of use, hybrid capability, and modular architecture,” says Luly. “These presses are purpose-built for converters who are new to digital. They’re easy to operate and maintain, with a user-friendly interface and simple toner system that eliminates much of the complexity seen in inkjet systems.

“Compared to other presses in our portfolio, the Digital Pro line has the lowest cost of entry – not just within Mark Andy, but arguably in the market,” adds Luly. “But what truly sets it apart is how it’s designed to grow with converters. These presses provide a successful first step into digital printing. As a converter’s business scales, the modular architecture allows them to expand capabilities at their own pace. What’s unique to Mark Andy is that we offer true hybrid capability and the ability to scale functionality without stepping outside the same equipment family.”

As customers move up the digital curve, Mark Andy offers additional inkjet-based systems like the DSiQ, DSiQ-R, and DSHD, which provide higher speeds, broader substrate compatibility, and expanded capabilities. This tiered approach allows converters to choose the platform that best aligns with their production requirements, market focus, and growth trajectory.

Stepping into Digital: How Mark Andy Supports Entry-Level Success

For many converters, the decision to invest in digital printing is driven by larger business goals: reducing waste, increasing operational agility, and responding faster to shifting customer demands. In a market defined by shorter runs, faster turnarounds, and greater SKU proliferation, having the right digital platform and the right partner is key to long-term success.

Mark Andy’s Digital Pro PLUS and Digital Pro MAX presses are purpose-built to make the transition smooth, offering a low cost of entry, ease of operation, and integrated hybrid capabilities that reduce waste and boost profitability. Designed with modular architecture, these presses allow converters to scale production capabilities as business demands evolve.

Mark Andy takes a partnership-driven approach, offering comprehensive onboarding, training, and 360-degree support to ensure customers are equipped for success from day one. It’s another reason why we say, “Your Growth is Our Growth.”

Whether entering digital to meet evolving customer demands, diversify offerings, or drive operational efficiency, converters can count on Mark Andy to deliver not just technology, but a true partnership for growth.