中文The promise that drives a label shop
Every label printer makes the same quiet vow to customers: we will get it to you fast. Most mean it. Few build their whole operation around it. LabelShop, an Auckland-based converter, is one of the few — and this month they put real money behind the promise by installing a Screen Truepress Jet L350UV SAI, supplied by Jet Technologies.
“We’ve continued to invest in digital equipment, embellishment and finishing capabilities over the years, and the Truepress L350 is the latest addition,” said John Christie, LabelShop’s operations manager. “We have big hopes for what it can do for us.”
Why this particular press
LabelShop already runs digital and conventional printing, so the new Truepress is not a leap into the unknown — it is reinforcement. The company chose it for three things: productivity, colour consistency, and ease of operation. Those are exactly the traits a shop built on “today” lives and dies by.
The L350 gives LabelShop added digital capacity for fast-turnaround work while complementing what it already owns. Just as important, it widens the application range — including larger labels the shop could not comfortably produce before. For a converter whose customers expect quick answers, more format flexibility means fewer “sorry, we can’t” moments.
The culture behind the machine
Christie is candid about what speed means to them. “Fast turnaround has always been important to us. Our approach has always been that if a customer wants it today, we want to be able to deliver it today.” That is a cultural commitment, not a slogan. It shapes which equipment they buy, how they train, and how they handle the messy middle between “order taken” and “box shipped.”
What makes the L350 a fit for that culture is its low friction. Christie noted the press requires little pre-priming, and its straightforward controls let operators move into production quickly after installation and training. “Start-ups and shutdowns are easy, and the process itself is very straightforward. There aren’t many menus to navigate. You push play, and it comes out the other side.”
If you have ever watched an operator wrestle a finicky RIP or a maze of sub-menus at 4pm on a deadline, you know how much that “push play” simplicity is worth. In a fast-turnaround shop, machine temperament is a business risk. The L350’s calm demeanour is part of the sale.
The partnership that made it smooth
The installation builds on an existing relationship with Jet Technologies, which supported LabelShop through press selection, installation, and operator training. That continuity matters more than buyers realize — a good supplier is not the one with the cheapest quote, but the one still answering the phone at go-live.
Jack Malki, director at Jet Technologies, framed the win simply: “The L350 gives the team the speed and capacity to get more work through production efficiently, while providing the flexibility to pursue new opportunities as the business continues to grow.”
Why this story travels
LabelShop is not a giant. It is a regional converter in a competitive market, doing what smart smaller players have always done: pick a promise the big guys fumble — speed, in this case — and engineer the whole shop to keep it. The press is just the latest tool in that strategy.
For other label printers weighing a digital investment, the lesson is not “buy a Screen L350.” It is “know your promise, then buy the machine that protects it.” If your edge is turnaround, prioritise start-up simplicity and proven productivity over spec-sheet theatrics. If your edge is decoration, prioritise embellishment. LabelShop knew its edge, and the L350 matches it.
In the end, a label is a small thing with a big job: carry the brand, survive the supply chain, arrive on time. LabelShop’s bet is that the shop which delivers all three — especially “on time” — earns the next order without a fight. The new press is how they keep that bet.
Source: Labels & Labeling — “LabelShop invests in Screen Truepress” (8 September 2026).
