Counselor Top 40 distributor Custom Ink (asi/173232) is diving into digital printing.

The Fairfax, VA-based company is transitioning a significant share of its printing from screen to digital direct-to-garment (DTG) production, choosing Kornit Digital fulfillers around the world to bolster its production capabilities.

Historically, Custom Ink has relied on both screen- and digital-printing technologies but said that the increasing demand for rapid fulfillment, coupled with the need for sustainable and efficient production methods, has accelerated its shift toward digital technology.

“At Custom Ink, our mission has always been to bring people together and build communities through custom apparel, gear and swag,” said Eric Stockl, chief operating officer at Custom Ink. “As we continue to innovate and adopt faster, more agile solutions, we’ve accelerated our adoption of Kornit’s digital on-demand technology in our production workflows to deliver fast, accurate and premium quality designs.”

Kornit Digital offers digital equipment and fulfillment services, with products like its Atlas MAX on-demand DTG printer.

Late last year, Custom Ink laid off nearly 500 employees, reportedly ending in-house decoration and production.

The company told the Dallas Morning News in a statement at the time that it was closing its in-house production facility by the end of the first quarter of 2024 and moving toward a production model using a network of partners as a way “to improve performance and better align the business with its tech-oriented growth strategy.”

Headquartered in Israel with offices in the U.S., Europe and Asia, Kornit Digital offers high-end digital printing systems, inks, consumables, software and fulfillment services through its global fulfillment network.

“The apparel industry is evolving, and companies must evolve with it,” said Kornit CEO Ronen Samuel. “Today’s businesses and consumers value the ability to have unlimited design capabilities with fast delivery time and produced sustainably. While screen printing has been the standard for years, Kornit’s advanced digital solutions are revolutionizing the market – allowing customers to effectively express their feelings, likes and emotions through the things they wear.”

PRINTING UNITED EXPO 2024: Maintaining Margins With Print-On-Demand https://t.co/B4Q8yrh3RR

— Chris Ruvo (@ChrisR_ASI) September 11, 2024

Operating on an e-commerce model, Custom Ink has made headlines in recent years with acquisitions of Swag.com and Printfection. Plus, its fundraising arm is a platform to raise money and awareness for charities and personal causes through the sale of custom T-shirts and other apparel.

In July of 2024, Custom Ink named former Realtor.com CEO David Doctorow as CEO with co-founder, former CEO and Counselor Power 50 member Marc Katz continuing on as chairman of the board. Investors led by Great Hill Partners, a Boston-based private equity firm with billions of dollars in assets under management, recapitalized Custom Ink in 2019 and remain invested in the firm.

With 2023 estimated North American promotional products revenue of $650 million, Custom Ink ranked fourth on Counselor’s most recent list of the largest distributors in the industry.