An asset deal is opening up new opportunities for Hinterkopf GmbH in the Direct-to-Shape digital printing market. By adding new technological expertise and know-how to its existing capabilities, the German machinery manufacturer is further strengthening its position as a technology leader. Decades of experience, a strong drive for innovation and proven success in the beverage can sector – particularly in the US market – provide a solid foundation for the company’s next stage of development.

Alexander Hinterkopf, owner and CEO of Hinterkopf GmbH, knows the packaging industry inside out. For many years, he has not simply followed its development together with his company and team, he has actively helped shape it. For Hinterkopf, standing still means falling behind. This philosophy drives the continuous development of the company’s printing technologies, with a particular focus on Direct-to-Shape digital printing.

Against this background, the recent asset deal with the insolvency administrator of Velox Pure Digital Ltd. is a carefully considered strategic move towards the future.

“My instinct told me that bringing the expertise and technologies of our competitor Velox under the Hiko roof was strategically important for us. At the same time, it was personally important to me to seize this opportunity and ensure that their technology has a future and can continue to evolve”, says Alexander Hinterkopf. “I am convinced that combining our many years of experience and know-how with their technologies will generate new ideas and innovations that can move the entire packaging market forward both economically and environmentally.”

Different Markets Need Different Solutions

Hinterkopf compares the evolution of digital printing with the development of the automotive industry. In the early days, there was one model for everyone. Today, there is a wide range of vehicles designed to meet very different needs. Hinterkopf is applying the same principle to Direct-to-Shape digital printing.

“If we want Direct-to-Shape digital printing to penetrate established markets, we need to understand their conditions in every detail and meet them,” Hinterkopf explains. “These requirements are already defined. They are non-negotiable, and no manufacturer will accept a step backwards. That is why we are specifying our digital printing systems to provide the diversity of solutions that different markets and industries require.”

Hinterkopf is currently planning three machine series designed to address these different industry requirements and accelerate the expansion of Direct-to-Shape digital printing into new markets.

The DX Series, nominated for the PMMI Technology Excellence Award, focuses on maximum product flexibility in terms of both length and diameter as well as economical production of small batch sizes. It provides manufacturers with an in-house solution that allows them to respond quickly to changing market trends. Its lower investment level also means that return on investment can be achieved more quickly, even at lower machine utilization rates.

The D Series has been established in the market for 15 years and stands for maximum print resolution and razor-sharp, photorealistic image quality. More than 60 machines are already operating successfully around the world in demanding industrial production environments, 24 hours a day, seven days a week, 365 days a year.

The new V Series will add another key dimension to Hinterkopf’s Direct-to-Shape digital printing portfolio: Speed. It is designed to deliver the output required for high-volume applications while keeping production costs at a level that is competitive with established market processes.

One Technology Strategy – Multiple Markets

With this portfolio strategy, Hinterkopf aims to make Direct-to-Shape digital printing a viable solution for cylindrical containers across a broad range of industries, while addressing the very different requirements of individual markets.

“By bringing these capabilities together under one roof, we have the opportunity to revolutionize the decoration of cylindrical containers,” says Alexander Hinterkopf. “We are creating the conditions that enable companies across different industries to actively respond to current market trends and take a pioneering role in their markets. We are well prepared and we have no intention of standing still.”

Both existing Hinterkopf customers and former Velox customers are expected to benefit from the expanded pool of expertise.

“Our combined know-how creates new possibilities,” Hinterkopf continues. “Over the medium and long term, we will further develop existing technologies, open up new markets and, together with our customers, help shape the packaging market of tomorrow.”

Packaging Decoration Makes the First Impression

For Hinterkopf, one fundamental principle applies across the entire packaging industry: Packaging decoration has a direct influence on the purchasing decision at the point of sale.
“The content only gets the opportunity to convince the consumer once the product has actually been purchased,” says Hinterkopf. “Only then can a product begin to build customer loyalty. In that sense, our industry can be the deciding factor, and that is something we make manufacturers, fillers and brands aware of every day.”

The strategic significance of Direct-to-Shape digital printing therefore goes beyond the printing process itself. It gives packaging manufacturers, fillers and brand owners the flexibility to respond faster to changing consumer expectations, shorter product life cycles, increasing SKU diversity and the growing demand for customised and differentiated packaging.

Asset Deal Creates a Broader Technological Foundation

As part of the asset deal, Hinterkopf is acquiring the company assets covered by the agreement. These include patents, manufactured machines and components. Legal obligations of the former company are not transferred to Hinterkopf.

The transaction also marks an important milestone within Hinterkopf itself. For the first time, a strategic decision of this scale was taken jointly by the company’s four-member management team. Alongside Anke and Alexander Hinterkopf, the next generation – Christina and Christoph Hinterkopf – is now part of the extended management team. For CEO Alexander Hinterkopf, the decision-making process was a valuable experience. Bringing everyone on board, reaching a common understanding and jointly setting the course for the company’s future.

With the combination of established Hinterkopf technologies, additional expertise and a clearly differentiated machine portfolio, the company is positioning itself for the next phase of Direct-to-Shape digital printing. The objective is clear: Not to offer one digital printing solution for every application, but the right technology for the requirements of each market and, in doing so, to further expand the possibilities of industrial Direct-to-Shape printing.