Copy Shop News – Case Study

Business Profile for Elmstok

Elmstok are recognised as a leading supplier of print finishing equipment and supplies including products such as binding, laminating and guillotines.  This year they celebrate 30 years in business, a true landmark for any business in this current day and age – so what is the secret to their success?  

Malcolm Starr founded Elmstok in 1979.  A true entrepreneur and sharp businessman, he has had many other business interests running alongside Elmstok.  This talent for keeping views and ideas fresh however, is something that he feels is lacking in competitor companies within the print industry at present.  Being able to be flexible whilst still offering a first class service is what the company strives for, and their loyal and varied client base is testimony to that.

The company started out in one building of about 2500 square feet.  The initial products supplied were inks and plates for litho printers, but as the age of modern technology and digital printing dawned, they decided to focus more on the print finishing products.  The product range is a variety of quality large and small format finishing equipment from leading manufacturers such as Agfa, Duplo, Fastback, Fuji, Ideal, Renz, Uchid and Xyron.   

Popular products are laminators and laminating films in a range of finishes; binding machines and supplies including coil, thermal and wire to name a few; trimmers, shredders, staplers, folders and drills; poster printer and supplies plus manual and electric guillotines.  They are reknowned for being the largest stockist of channel bind machines and supplies in Europe.  They also supply a massive range of pre-owned hardware of laminators, binders and guillotines that are refurbished or rebuilt to as-new or very good condition sold on a first come, first serve basis.  

It became apparent that this move was clearly the right one for Elmstok as the business grew from strength to strength.  Here, an uncanny ability to be able to predict what the market demands were, combined with ever expanding square footage in order to stock important and unusual items became apparent to Malcolm and his team, and a recipe for success.  

Starr explains, “In order to provide a complete and successful service to our clients, its all about stock.  We hold stock so our clients don’t have to wait, don’t lose out on production time and subsequently don’t have to pay over the odds.  It’s no good offering something at half-price when its not in stock!”

Loyalty and risk

Present day, the company boasts over 22,000 square footage of warehousing, office and demonstration site in Wisbech, Cambridgeshire.  They were awarded the coveted ‘Duplo’ Diamond Dealer award two years running, proving that loyalty goes both ways with suppliers and clients alike.   

Today’s market is ever changing and Elmstok are up there with the trends.  Starr says, “There is no doubt that at the moment the sale of capital equipment has diminished but we have found that the growth of the pre-owned and refurbished business has more than compensated for this. “

From a broader company overview, the last 12 years has seen a steady growth of which the Litho business now only denotes around 3%.  The rest is in the finishing equipment and the services they supply.  

In addition to copy shops and printing houses, the Elmstok client base includes blue chip corporates in industry sectors such as Government, Education, Financial Institutions, Embassies and Universities.  This represents about 75% of their business and Malcolm feels is a contributing factor to their current corporate stability as it is relatively low-risk.

Location, location, location

Elmstok hasn’t just widened their horizons with the type of product they sell.  Where they sell to is also important.  With the advent of the Internet, over the last 5-6 years the company found they were receiving, and easily satisfying, orders from overseas.  Global distribution to Europe, the Middle East, USA and Australia heralds another avenue that’s enabled them to keep the unstable UK climate at bay.

Robert Starr runs the sales and marketing division of Elmstok, which is paramount in keeping the overall operation running smoothly.   The company are currently re-designing the website and updating their in-house computer system.  This type of development will streamline working practices and ensure that not only are they themselves running as efficiently as possible, but also their customers benefit from new services that will make their life easier.

The website will be easier to navigate round and feature concise and clear information about the products.  They will be able to update special offers and company news regularly and provide more information about order and delivery procedures.   Overseas deliveries are by leading provider UPS and links to their tracking site can also help customers keep an eye on their orders.

Teamwork is important and the Elmstok team comprises both internal and external sales, administration and operations.   Experienced, knowledgeable and helpful staff is backbone of the company and have all contributed to making the running a smooth and pleasant place to work.

Helping the environment; Home and Away

A new network system also signifies a reduction in paper in the office, which is an obvious environmental advantage and something that is close to Elmstok’s heart.  A true pioneer in the mantra Reduce, Reuse and Recycle, Elmstok are proud to claim that they have never bought any packaging boxes in over 15 years.   Just the tape.   

A scheme now used by many companies throughout the UK in a bid to reduce carbon footprints, the company have long standing agreements with local businesses on the surrounding industrial estates to collect their unwanted boxes and packaging materials; businesses that include lawnmower manufacturers, electrical suppliers and paint distributors.  While providing a service to these businesses they then reuse this packaging for their own deliveries.

Malcolm Starr also voluntarily and properly disposed of over fifteen thousand pounds worth of spray adhesive mount rather than sell it on and allow his customers to pollute our now fragile atmosphere.  As a result of this change in requirement Elmstok now supply Xyron machines that do not use any aerosol and are thus kinder to the environment.

Elmstok also understand that one company’s unwanted machines can be another countries treasure and has donated vanloads of redundant stock.  This stock consists of items such as plates and paper and over one hundred binding and laminating machines that may require a small amount of repairs or maintenance.  Shipped out to African countries such as Nigeria, these donations aim to help companies grow their own businesses and thus provide for their own communities.

The crystal ball question…

What does the future hold for Elmstok?  New technologies in the form of networks and website are tools that will no doubt enhance their continued company growth in a global capacity.  Strong relationships with suppliers and competitive pricing is something that they aim to carry on and new commercial property measuring 10,500 square feet to hold even more stock showing forward thinking at its best.

It’s no secret then that Elmstok aim to keep their ideas fresh, their products flexible and service exemplary for their customer’s peace of mind.  With this formula, they could very well be heralding another 30 years success.


Ends:  1193 words

Vanessa Burrows
20.08.09
Lilac Gecko Pr