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Roland DGA Enters On-Demand Direct-to-Garment Market

The company's printers have long been used for printing graphics for fabric applications, it says, and out of that came the recognition that it could fill a niche with this new printer.

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Irvine, California-based Roland DGA, a global manufacturer of wide-format inkjet printers and 3D printing devices, announces its first foray into the direct-to-garment (D2) printing market. The move comes with the release of the company’s first D2 printer, the Roland VersaSTUDIO BT-12.

“Roland has been a key player in the production of graphics for custom apparel and fabric goods for many years,” says Lily Hunter, product manager for Roland DGA’s Textiles and Consumable Supplies division. “The addition of the BT-12 to our product line satisfies (the) growing demand for a compact, value-packed direct-to-garment printer that offers outstanding performance alongside the benefits of Roland’s renowned customer service and support.”

With the new printer, the company aims to target decorators customizing standard D2-decorated products such as T-shirts, tote bags, and interior décor items. The company says by entering the direct-to-garment market with this approach, it intends to target the on-demand personalization element “in locations where space may be limited, such as retail shops, kiosks, gift shops, tourist destinations, and special event venues.”

Hunter adds that the release of the BT-12 “is designed to suit the needs and the budgets of those seeking to enter this lucrative, rapidly growing market quickly, easily and affordably.”

Mike Clark

Mike Clark is a contributing editor for National Business Media, parent company of GRAPHICS PRO, RV PRO, and THE SHOP magazines.

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