2026: The year of diversification

In honour of SDUK and P&P LIVE! co-locating, the topic of diversification seemed like an appropriate topic to delve into this issue. Gaining insight from industry experts, assistant editor Ana Lambert, dived into how diversification could shape the wide-format printing industry moving forward. 

So much has changed over the last few years that it has made turning a profit harder to achieve. Many directors feel that investing in new gear is the
only way to expand, but sometimes looking inwards and making the most of your existing equipment could open new revenue paths to exploit.

Personalisation

With software now becoming an increasingly integral part of the industry as machinery becomes more and more intuitive, creating the opportunity for
diversification lies in how easily they can offer different services, for instance, personalisation.

Gaining understanding from Antigro Designer’s CRO and co-founder, Waclaw Mostowski, on how the aspect of utilising pre-existing software for differing uses could help businesses diversify more easily.

Waclaw said: “Rather than ordering large quantities of identical graphics, customers are increasingly seeking smaller, more targeted runs designed for
specific events, campaigns, locations, or audiences.

“This highlights the shift towards relevance and individuality, where personalisation is becoming an expected part of the buying experience.”

There have been advances in print personalisation software that have significantly lowered the barriers to diversification, allowing companies to expand their offerings without adding complications to production.

He added: “Modern tools are designed to support scalable customisation, making it possible to offer personalised prints, promotional graphics, and display products efficiently and profitably.

“Enhanced user experience and mobile optimisation mean customers can personalise and approve designs in real time, whether they are ordering event signage, promotional displays, or branded products on the go.

For print businesses, this reduces back-and-forth on artwork and enables faster turnaround times.”

Observations within the industry have also signified a shift towards stickers, as they offer a versatile and accessible entry point into personalised print.
Many printers already produce posters, boards, or display graphics, and are well placed to expand into stickers, using personalisation tools to make designing and ordering simple and efficient.

Waclaw concluded: “Feedback from users of our own Sticker Builder tool shows that customers prioritis speed and ease over complex design
control, reinforcing the importance of intuitive, UX-led personalisation journeys.”

Customer-first

Along with software allowing printers to diversify into personalisation, diversification can also allow companies to be more customer-first orientated.
Diversification is often positioned as a growth strategy, but for many print businesses, it plays an equally important role in protecting existing revenue.

Speaking to Mimaki’s UK and Ireland distributor, Hybrid Services, they detailed that they have long advocated a customer-first approach to diversification, encouraging businesses to expand in ways that support their current client base before chasing entirely new audiences.

Andy Gregory, sales director at Hybrid Services, said: “The ability to say ‘yes’ is fundamental. If a customer asks you for a product, it’s because they believe you should be able to supply it. If you can’t, there’s always a risk that the supplier they turn to for that one job starts taking the rest of their work too.”

In many cases, diversification does not begin with a new investment, but with reassessing the capabilities already in place. For instance, solvent printer cutters often see their true value in their breadth of application, and not just day-to-day production.

Busy production environments can lead to a narrower focus on routine jobs, causing businesses to overlook opportunities to upsell or cross-sell additional products to existing customers. Expanding their use to canvas prints, workwear, and garment printing with heat-transfer vinyl or even décor applications, such as wallpaper squeeze more value out of the initial investment and offers attractive new products to take to existing customers.

Andy explained: “It’s often a surprise to customers just how far you can push a familiar workflow. The power of UV printing means that a technology that’s happy creating precision cut decals can just as easily be used to produce backlit polyester textiles for lightboxes.”

Looking further ahead, diversification through targeted investment can open up high-value opportunities. Technologies such as DTF, UV DTF and UV
direct-to-object printing offer strong margins, fast turnaround and growing demand for personalisation.

Approached as a considered progression, diversification becomes less about chasing trends and more about building long-term resilience, relevance
and customer loyalty.

Andy concluded: “Mimaki’s product line-up affords huge opportunity for businesses to diversify their offering. Be it maximising the output from what you’ve already got or investigating new and accessible technologies to enhance your offering, there’s enormous potential in taking a closer look at what’s out there.”

The use of textiles

As discussed above, diversification can mean many things to the varying aspects of the print industry, but one aspect yet to be covered is substrates, or more specifically, textiles.

Gaining understanding from Venture Banner’s director and co-founder, Scott Conway, it was suggested that textiles are a forerunner for those seeking
diversification in materials.

Scott said: “From our perspective at Venture Banners, one of the clearest indicators of this shift over the past year has been the continued growth
of textile displays, a trend that gathered momentum throughout 2025 and shows no signs of slowing as we move into 2026.”

In response to textiles becoming seemingly more popular for print businesses offering signage for events, new products have been answering the silent
message for more choice, including Venture Banners.

Scott added: “We expanded our textile range during 2025 to include new materials such as our AirMesh Polyester and new products, including arch flags and pop-out banners.

“These products are ideal for brands and print buyers looking for impactful visuals that can be deployed efficiently across multiple locations.”

Exhibitions remain a key growth area for textile signage, with SEG fabric displays playing a prominent role, as their popularity stems from their aesthetics and practicality. Once a frame is in place, graphics can be changed easily and cost-effectively.

Scott continued: “Beyond functionality, textile signage offers additional advantages such as ease of transportation, reduced weight and simplified
installation, which all lower logistical barriers, while advances in print technology continue to deliver vibrant, high-quality results.”

For print businesses, remaining relevant to customers is the basis for diversification. The customers whose expectations are expanding rather than just adding new products are a driving force for companies and their search for diversifying their offerings.

Scott concluded: “As a trade-only large-format print partner, our role is to enable that diversification by providing access to specialist equipment and
expertise, without requiring significant capital investment or additional oor space.

“Looking ahead, diversification will remain central to how print businesses grow and strengthen customer relationships, with textile signage set to play an increasingly important role in that journey.”

Looking forwards

Looking towards the future of the industry, printers that can adapt and offer new services, whilst using their existing equipment, substrates, and software, will be able to succeed more in diversification and expanding their businesses.

Diversification doesn’t have to mean an overhaul of services, but more of a progressive way of offering more to your customers without having to expend more effort and money than necessary.