“I was armed with a decent understanding of the print world, but didn’t know anything about the challenges that might lie ahead”, Liam Smith says. “I took a leap of faith and looking back it’s been quite a journey filled with many ups and a few downs,” the director adds. “But that’s what keeps things interesting.”
The Huddersfield business has developed into an expanding online operation, thanks, says Smith to serendipity – meeting a talented web developer who built the company’s first website.
At the time ecommerce was kicking in and smart phones were around the corner along with better internet and data connectivity. The timing was ideal, he says. ”It’s no secret that the print industry, at times has been associated heavily with more traditional practices and some resistance to change. However we saw an opportunity to break the mould and be early adopters in embracing ecommerce.”
It has not, however, sought to take on the giants of online print, but positioned itself to offer a value added approach, using the extra colours from the Ricoh Pro C7200 and concentrating on what he calls “those sexy lower volume jobs that larger printers may not prioritise or find economically viable. As a smaller player we recognised early on that competing head to head with giants on their turf might not be the best strategy.”
The SME was able to build its own website around the power of the Magneto commerce engine. It has created a bespoke site that also serves to set Aura apart by delivering “a seamless and enjoyable online experience for our customers”. Foiling figures large, so too does digital cutting after installation of a Vivid Veloblade Volta in November last year.
The product range is constantly being expanded. Aura dedicates a good deal of effort into market research, trends analysis, customer demand and industry insights to find the market gaps, whether due to oversight or complexity where Aura can operate and others are reluctant to venture.
For example, it has a thriving business in North America served currently from Huddersfield. US buyers liked the approach on the website, the value added products, and Smith has exploited that. “The connection with the US has been a personal aspiration of mine, driven by a desire to live in a place with sunny weather – Florida – and great opportunities. Opening an office there is part of our strategic plan, recognising the immense potential of the US market, which we’ve managed to tap into from across the pond.
“Since venturing into the US market, our business has thrived. We’ve been overwhelmed by the positive reception from our US based customers, who have expressed their astonishment at the quality and range of our print offerings – it’s really humbling to receive such amazing feedback.”
Delivery from Yorkshire to the US takes an extra day using effective logistics partners. Prompt receipt of orders further cements the company’s position as a trusted partner.
Covid too has had a positive impact, accelerating trends that were already underway with creative micro businesses selling through the likes of Etsy and requiring stickers and tags to enhance their products. This has resulted in growth of 25-30%.
Looking ahead Smith says that he has looked at digital embellishment but “we have yet to find a solution that meets our stringent quality standards, particularly when it comes to fine text.” Every sheet is inspected before dispatch to ensure that it meets the standards Aura has built its business on.
“The website launch marks a major milestone for us and opens up a world of possibilities. With the enhanced user experience, further streamlined ordering process, and faster load speed, we anticipate significant growth in the coming years. In fact, we have ambitious goals to double our size by 2024.”arket, our business has thrived. We’ve been overwhelmed by the positive reception from our US-based customers, who have expressed their astonishment at the quality and range of our print offerings – it’s really humbling to receive such amazing feedback.”
Delivery from Yorkshire to the US takes an extra day using effective logistics partners. Prompt receipt of orders further cements the company’s position as a trusted partner.
Covid too has had a positive impact, accelerating trends that were already underway with creative micro businesses selling through the likes of Etsy and requiring stickers and tags to enhance their products. This has resulted in growth of 25-30%.
More immediately a new website is unveiled this month to pave the way for the next phase of development. “The launch marks a major milestone for us and opens up a world of possibilities. With the enhanced user experience, further streamlined ordering process, and faster load speed, we anticipate significant growth in the coming years. In fact, we have ambitious goals to double our size by 2024.”
Aura Print uses the additional colours possible from its Ricoh to good effect.
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