New Equipment Offers Adnormous Graphics a New Lease on Life
Since its founding in 2006, Marietta, GA-based Adnormous Graphics had focused on vehicle wraps and interior decor. The company was doing well. Then COVID-19 hit. Adnormous founder Mark Rowe began to see his competitors close their doors. Would he be next? Instead of panicking, Rowe saw an opportunity and was able to double his business by 2022.
“I am an entrepreneur and risk taker by nature,” says Rowe. “I knew a local tradeshow provider was going out of business and decided to invest in that equipment to be ready for when tradeshows came back. I also hired six of their employees who were experts in their field.”
The risk paid off. Adnormous has become the de facto tradeshow graphics provider in Atlanta. During the pandemic, Rowe worked with MMP Capital to invest in nearly $700,000 worth of equipment, including an HP Stitch S1000 and S500 fabric and textile dye sublimation printer, a Klieverik press, and a Kongsberg CNC cutting machine.
“I was impressed that MMP was able to get me approved so quickly, and for such a large amount,” says Rowe. “I can now offer even more services than the large production companies because I have all the equipment I could possibly need.”
MMP Capital is an independent lender, which means they can lend directly through their own private funds or utilize a partnered syndication outlet. This distinction offers flexibility in loan terms and qualifications that often cannot be matched by a local bank. Equipment financing loans are frequently approved within hours, versus weeks and months, and typically do not require the arduous process of paperwork and interviews that borrowers face when applying through a traditional lender.
As businesses struggled during the COVID-19 pandemic, MMP Capital successfully worked with many customers, like Adnormous, to recoup lost revenue by financing equipment that allowed them to branch into new areas.
Not only did Adnormous get new high-end customers as a result of the tradeshow support offered, but competitors began to turn to Adnormous to outsource jobs they could not handle. For example, the Consumer Electronic Show (CES) in Las Vegas this past January saw Adnormous handling four huge jobs, including Samsung, who was the biggest exhibitor. Another shop typically brings the frames. Adnormous prints the fabric, packages it up, and gives it back to them.
Adnormous Graphics has always prided itself on offering fast turnaround, often producing products in one week when competitors need four. The new equipment gave them an even stronger competitive advantage.
Investing in equipment worked out so well for Adnormous, Rowe decided to do it again recently. He returned to MMP Capital to finance the purchase of an HP Latex 3600 that prints vinyl quickly, providing a unique offering for outdoor events. Competitors’ products only last about three weeks in the sun, but latex inks last two and a half years outdoors without any coding or additional protection. Adnormous now has competitors giving him business for this product.
Rowe currently has eight HP printers in house including his HP R2000 Flatbed. He plans to continue investing in his business by adding new equipment that allows him to expand his services to reach new markets and customers.
“It sounds unbelievable, but COVID reenergized my business,” concludes Rowe. “People thought I was crazy for investing in equipment I couldn’t use right away, but we doubled business in 2022 and are on track to do so again this year. I cannot thank MMP Capital enough for their support over the years.”