We Sold the First Xerox Iridesse in the Country!

What’s the Xerox Iridesse, you ask? Our short answer – pure awesomeness. Long answer. It’s the first production press to produce low gloss, smooth gradients, metallic and iridescent options without the use of foils and with only one pass. Released for sale in the U.S. only two short months ago, Benchmark Business Solutions Account Representative Mike Peterson sold the first Iridesse Production Press in America. The purchaser? Apartment Ideas out of El Paso, Texas.

Apartment Ideas is a design and marketing collateral production firm that focuses on the apartment industry. They manufacture and produce 99 percent of all their products in-house for apartment complexes across the country. Keeping their production in-house allows them to control color and turnaround time, according to Apartment Ideas CEO Scott Espinoza.

In a little backstory on the company, they’ve always had a relationship with Xerox. They moved from inkjet to digital in the early 2000s and have owned a number of different production machines. New to their fleet is the Xerox iGen5 and, of course, the Iridesse. As soon as he heard about the capabilities of the Iridesse machine, Espinoza said it “clicked that [he] had customers who would love this.” He said they are always looking for ways to be more productive and to stand out, and that being able to turnaround metallic inks in a single day fit the needs of their customers.

And we think their customers will be impressed. In fact, we KNOW they will be, because we are.

Now that Espinoza and his team have had the machine for a few weeks, their excitement has increased. “My sales reps are excited to be able to promote new items. We could do gold and silver before with foils, but it always pulled us behind on orders because of extra steps we had to take. Now, we can provide an even better print with a shorter turnaround.” Espinoza said they’ve begun sending out samples to their customers in an effort to increase interest. He plans to dedicate all direct mail business to this machine in the near future.

“We have been really impressed with the gold and silver,” he said. “The more gold and silver prints we do, the more impressed I am. It’s a great investment for us. The Iridesse allows us to offer our customers something subtly different without the added cost.”

For more information on the Iridesse, contact a Benchmark representative.