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Printful adopts Coloreel’s technology

Empowering store owners to sell intricately-embroidered products or logos that perfectly match their branding.

9th November 2022

Innovation in Textiles
 |  Jönköping, Sweden


Printful has become one of the first print-on-demand companies to introduce the instant thread colouring unit (ITCU) of Sweden’s Coloreel.

An on-demand printing and fulfilment company, Printful fulfils and ships custom clothing, accessories and home and living items for online businesses. It is the first unicorn company with Latvian roots valued at over $1 billion and in 2021 hit a revenue milestone of $289 million. Since its founding in 2013, Printful has delivered over 50 million items and has grown into a team of more than 1,600 people across ten in-house fulfilment centres around the world.

It will now provide its customers with an extra advantage through offering the latest embroidery technology.

Embroidery has always had a limited colour offering because a single machine can only house a small number of threads, and each thread has its fixed colour. A red thread, for example, is only one kind of red, without brighter or darker colour variations. This has made embroidery unfit for most designs that have a wide range of colours and gradients, which limits creativity. With Coloreel’s new ITCU technology, prior embroidery limitations have been removed.

“Printful’s new unlimited colour embroidery technique offers customers new opportunities to experiment and turn their creative ideas into products,” says Elina Kruze, head of new product development and merchandising at Printful. “We put a heavy emphasis on innovation as we strive to provide the best solutions and services for our customers. I believe that this new feature will be an industry game changer and will empower store owners to sell intricately-embroidered products or logos that perfectly match their branding.”

“Through the new and unique possibilities in design, and our integrated digital solution for efficient on-demand production of embroidery, Coloreel offers Printful customers additional business and value creation opportunities,” adds Coloreel CEO Torbjorn Back. “This makes it possible for retailers to elevate their brands and grow their businesses as never before.

“We use our technology to both preserve the craftsmanship of embroidery and take it to the next level. It makes previously complicated designs accessible, including gradients, textures and other stunning effects. Using only a single thread and needle means that it also significantly improves quality and efficiency, enabling immediate start up and faster delivery.”

At the moment, unlimited colour embroidery is still in the beta testing phase at Printful, so it is only available for a small number of Printful customers. However, the company plans to complete testing and gradually implement this technology across all of its fulfilment centres in the coming months.


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