PRINTING United Media Day 2025: Setting the Stage for Innovation, Insight, and Industry Growth
By Toni McQuilken, Ashley Roberts, Bob Neubauer, Dan Marx, Cassie Green, Gabby Houck, Linda Casey, Allee Bruce, and Jessie Farrigan
PRINTING United kicked off this year in Orlando, Florida, with Media Day, held on Oct. 21, the day before the show floor opened for business. More than 50 members of the press from around the world came together for a full-day event to hear about the latest technologies, product launches, and news from some of the top print industry exhibitors.
Setting the Stage
Kicking off both the day and PRINTING United Expo, Nathan Safran, vice president, and Lisa Cross, principal analyst, Alliance Insights, set the stage with an overview of the trends and market forces driving printers of all types and sizes.
They gave tidbits from several studies, both of which are out now, and a sneak peek at some of the findings from studies that will come out before the end of the year. And through it all, there are a few common threads driving print service providers.
First and foremost, 2025 has been a challenging year — and that is backed up by hard data. Overall, the print industry as a whole saw just a 0.6% increase in sales. Challenges around tariffs, market and economic uncertainty, and challenges around things like labor and productivity all contributed to those numbers. That said, there are leaders beating that statistic by a wide margin, while those lagging are often seeing losses.
Unsurprisingly, AI is a major talking point across every level of the print industry, from the small local operations serving their immediate communities to the global behemoths with customers that span every continent. Across the board, no one can afford to ignore AI, Safran and Cross stressed in the presentation.
Helping drive some of those numbers home, they talked about some of the highlights from the brand new AI research report, “AI Adoption in the Printing Industry: From Curiosity to Competitive Advantage,” launching at PRINTING United Expo, and available in the PRINTING AI Pavilion, Booth 4255, as well as in the Apparelist Resource library.
One key highlight from that study that Safran called out as the “money slide” is taking a closer look at how print organizations have benefited from AI adoption. The difference between the market leaders and those lagging is a stark. Leaders are seeing increased production efficiency, improved quality and consistency, and have freed up their staff from repetitive tasks. Make sure to pick up (or download) a copy of the report to get an in-depth look at how your peers are tackling AI right now — and what they’re planning for the coming months.
Cross presented some highlights from a report that will come out before the end of the year, taking a closer look at how convergence is driving profitability across all segments. Driving the increased pace of convergence is the need to stay competitive, new technologies creating new opportunities, and customer demands.
In fact, Cross previewed a few interesting facts — with a caveat that the study is still ongoing, and while they feel they have a statistically significant number right now, these could change as they close it out. First, those who have embraced a new segment outside of their traditional competencies have seen an average 15.6% increase in revenue. In addition, they are seeing a 10.3% increase in their overall profitability.
However, Cross noted that what is driving PSPs to move into a specific segment over another is customer demand — 54% cited that as the reason they felt they needed to make the investments in time and resources to enter a new space. Stay tuned for the full convergence report later this year.
Overall, Safran and Cross helped paint the picture of today’s print industry — both the challenges printers face, and the many opportunities out there for those willing to invest in their people, their equipment, and their technologies. It was the perfect way to set the stage for everything PRINTING United Expo will offer.
Kornit Digital Spotlights Digital Printing and Automation
Among the presenters during the PRINTING United Expo Media Day was Kornit Digital (Booth 5270), who put the spotlight on digital printing and automation during its presentation.
Leading the discussion was Ilan Elad, president of Kornit Digital Americas. Elad began with the evolution of the company’s focus to on-demand and industrial solutions, including in fashion, apparel, and even some exploration into the home décor market. Kornit’s shifting emphasis is largely a product of evaluating the major challenges apparel decorators and textile printers face today.
The industry is currently facing labor, global economic, and on-demand printing challenges. Kornit has adapted its business model to address those shifting needs, Elad noted. He also pointed to the growing need of sustainable printing.
Kornit’s current emphasis is on industrial digital printing, with the Apollo leading the charge. Elad explained that the machine can process between 350-400 shirts per hour and largely only requires a single operator to run. While Elad explained that Kornit’s goal is to take on some market share of the apparel decorating industry from screen printers, he views it as more of a complementary approach.
“It’s not that our aspiration is to replace all of screen,” Elad said. Instead, Kornit’s aspiration is to handle the mid-size runs. Through the Kornit technology, apparel decorators will be provided with solutions to labor shortages, more sustainable printing solutions, and detailed, durable images, Elad believes.
Elad briefly touched on how the company is implementing and engaging with AI near the end of his session. He explained that the company is utilizing the technology in several ways, including production evaluation, data analysis, and evaluating for waste and inefficiencies.
Elad wrapped up by addressing a question from the media audience as to whether Kornit will explore expanding into entry-level machines. While he confirmed Kornit is considering ways to offer entry-level, lower prince point machines, it’s not a main goal. Elad pointed to Ilan the challenge of offering entry-level digital printing systems, mentioning Kornit’s focus on industrial solutions rather than competing with direct-to-film (DTF) for smaller customers and runs.
STAHLS’ Brings Innovation to Print-On-Demand Space
Following a break for lunch and networking, Josh Ellsworth, chief revenue officer for STAHLS’ (Booth 3276), discussed how the branded products category of the decorated apparel industry has shifted over the last 18 to 24 months.
With order sizes for branded products decreasing, Ellsworth stresses that fast turnaround times are more critical than ever. As the shift continues, STAHLS’ is changing and shaping the branded products space to accelerate growth for everyone within the value chain, Ellsworth shared.
While much of its business still revolves around the heat press, the acquisition of Fulfill Engine began to position the company as an apparel decorating technology company, he continued. To meet these evolving demands, STAHLS’ unveiled Fulfill ONE, a zero-inventory, on-demand fulfillment center powered by Fulfill Engine software, last month.
Designed to eliminate waste, optimize inventory, and accelerate time-to-market, Fulfill ONE delivers customized decorated products in as little as 48 hours. Fulfill ONE integrates STAHLS’ full suite of decoration technologies, enabling production runs from single units to large orders without inventory risks.
“We see on-demand is really the way forward for branded products and Fulfill Engine and STAHLS’ Fulfill ONE help to create a space for our partners in the industry to see that in action,” Ellsworth said.
STAHLS’ Fulfill ONE fosters innovation and collaboration, connecting capabilities and driving creation and industry growth. Think multiple decoration capabilities under one roof, including full-color, one-off printed apparel, patches ranging from leather to embroidered, UV-DTF custom drinkware, custom laser engraving, and web-to-print packaging and inserts.
“The new Chesterfield, Michigan facility will serve as an industry hub where top brands, manufacturers, decorators, and suppliers come together to explore the future of production,” STAHLS’ stated in a press release.
“We firmly believe print-on-demand is the way forward,” Ellsworth said. “We use the word print, but on-demand manufacturing is the way forward, whether it's embroidery, whether it's 3D printing, laser engraving, UV printing, and STAHLS’ will continue to innovate all around the heat press, but also all around apparel decorating technology.”
As on-demand manufacturing grows, STAHLS’ continues to push the industry forward with innovative solutions for brands, manufacturers, and decorators.
Mimaki Delivers Innovation Within Reach
Mimaki (Booths 1255,1555) kicked off its Media Day presentation with highlights from its latest 3D golf project, The Art of Golf, where rising designers from Rookies partnered with the Cleeks golf club to create custom-designed golf bags. Mimaki then brings these bags to life using its cutting-edge 3D printing technology. One of these bags will be displayed on the Expo floor.
For print and promotional companies working with challenging applications, Hope emphasized the potential of the new system, “This machine really offers some amazing ability […], that serialization, that personalization, using variable data to be able to print on some of the services that in the past, we couldn't do with flat bedding.”
With new technologies spanning from full-color 3D design to advanced dye-sublimation, Mimaki’s newest launches highlight that the future of print is innovative, creative, and within reach.