North America has continued to build momentum for digital print, as print service providers and converters invest in next generation presses and intelligent automation solutions designed to deliver consistency and efficiency at scale.

Across commercial print, labels, packaging and direct mail, digital is no longer an extension of analogue workflows. It is becoming the foundation, enabling faster turnaround times, higher value applications and more resilient, automated production environments. 

Fernando Alperowitch, General Manager, HP Industrial Print, North America, said, “Digital print is entering a new phase, where success is defined less by individual devices and more by how entire production systems perform. Our focus is on helping customers build operations that are consistent, scalable and designed to deliver results.” 



For customers, this means operating with greater repeatability, scalability, and control in an environment defined by shorter runs and increasing complexity. This is already translating into measurable gains across the region, as customers deploy next generation HP Indigo and PageWide technologies to unlock new applications, streamline operations, and compete more effectively in dynamic markets.
 
Transforming Label Production for Digital Scale
 
For converters, the economics of label production are fundamentally shifting toward building scalable, efficient systems that deliver predictable, high volume output, with the responsiveness modern brands expect. 

The Label Factory, headquartered in Iowa, operates as a digital first manufacturer. Its press portfolio - spanning the HP Indigo 6K and HP Indigo 6900 - is structured to balance flexibility with scale, now with the HP Indigo V12 digital press positioned to handle high volume production. 

The HP Indigo V12 investment was driven by a clear objective: closing the efficiency gap between digital and flexography for long run production, while retaining the core advantages of digital - quality, variability and fast changeovers.
Redefining Productivity for Commercial Print
 
This same shift toward scalable, automated production is playing out across commercial print, driven by evolving expectations for shorter runs, faster turnaround, and greater personalisation.

HP recently launched the HP Indigo 7K+ digital press, built on the proven 7X00 platform and designed to deliver greater automation, cost efficiency, and operational simplicity across both high value applications and everyday production. Early adopters such as Xerographics Digital Printing are already leveraging the press to optimise production efficiency and print quality.

“The HP Indigo 7K+ digital press is an excellent fit for our business, delivering the flexibility, speed, and performance today’s market requires. We’ve been testing ECO Print Mode extensively and have found that the colour quality meets our standards on most jobs, even for our demanding customers. The colour appears natural and visually pleasing. We anticipate using ECO mode for at least 50% of our total HP Indigo 7K+ production volume. This technology aligns perfectly with our commitment to innovation and to providing our customers with exceptional quality, efficiency and versatility.” Richard Smith, Partner & General Manager, Xerographics Digital Printing.
 
This move toward scalable production is also evident at The Kelly Companies, where the HP Indigo 120K digital press is bridging the gap between offset and digital - reducing touchpoints, eliminating make ready time, and enabling more efficient job allocation across the operation.
 
"We installed the HP Indigo 120K to bridge the gap between our offset presses and smaller digital equipment, and it's completely streamlined our workflow by reducing touch points and eliminating make ready time across all our departments," said Eric King, COO of The Kelly Companies. "The HP Indigo has increased throughput not just for digital work but has optimised our entire operation - from conventional and wide format printing to VDP and direct mail - by allowing us to do right size jobs to the most efficient press and deliver faster turnarounds with consistent quality throughout our facility", added King.
 
MBI Direct Mail + Digital’s investment in the HP Indigo 18K and 120K digital presses is accelerating its evolution beyond traditional direct mail, enabling expansion into higher value applications while improving productivity and cost efficiency. By adopting advanced digital print capabilities, the company is unlocking new revenue streams and faster turnaround times without compromising scalability. These installations reflect a broader industry shift, as direct mail providers increasingly replace labour intensive analogue workflows with automated, scalable digital production to drive greater flexibility and profitability - positioning MBI at the forefront of this transition.

Direct Mail at Production Speed

As production models continue to evolve, the same principles of speed, flexibility and efficiency are reshaping direct mail and high volume commercial applications.

Mittera’s deployment of the HP PageWide Advantage 2200 marks a pivotal step in the shift from offset to high speed inkjet digital production. By enabling variable data printing at scale, the press allows for greater personalisation, faster changeovers, and reduced dependency on skilled offset workflows. The result is a more flexible and cost efficient model.

The Road Ahead

Across segments, a consistent pattern is emerging: digital printing is redefining the benchmarks for efficiency, adaptability and sustainability. The success of The Kelly Companies, Hudson Printing, Mittera and The Label Factory demonstrates how North America customers are actively reshaping how production operates. As platforms like the HP Indigo V12 scale alongside AI-driven automation and connected workflows, this new production model is moving rapidly from early adoption to industry standard.

image shows Fernando Alperowitch

www.hp.com/us-en/industrial-printers/indigo-digital-presses/printing-presses.html