STAHLS’ Announces GroupeSTAHL Global, Fulfill Engine, and More at PRINTING United Expo

By Allee Bruce

At PRINTING United Expo in Atlanta, STAHLS’ held a press conference to announce some exciting happenings for the company, including the launch of GroupeSTAHL Global, the expansion of HOTRONIX, a new master distributorship with Velflex, and the acquisition of software company Fulfill Engine.

The formation of GroupeSTAHL Global allows for “one global customer experience through STAHLS’,” shares CEO Carleen Gray. This includes North America, the U.K. Spain, Germany, Asia, and Australia. To kick this initiative off, STAHLS’ hosted the Apparel Decorators Global Masterclass in September, where over 1,600 heat printers worldwide came together for 12 hours of education.

Recognizing the trend of heat printing globally, STAHLS' also announced the expansion of HOTRONIX – tripling production and the company’s capacity to meet demand. The 100,000-sq.-ft. workspace is an investment into innovation and sustainability, Gray says. It boasts automated quality control, including barcode and electronic documentation.

STAHLS’ also welcomed its newest master distributorship with Velflex, an Australian provider of heat transfer vinyl, equipment, and education. HOTRONIX products will be available to the Australian and New Zealand markets through the new partnership.

Credit: Allee Bruce

Last, but certainly not least, the company fully acquired software company Fulfill Engine, which allows decorators to capture orders more easily with front-end to back-end features that take steps out of the fulfillment process.

The “white-label store solution” allows for orders to easily move from order to production, according to Josh Ellsworth, chief revenue officer for STAHLS’. “Once an order is placed, it routes through the Fulfill Engine software for fulfillment.”

Blank apparel and heat transfers can be automatically sourced through the software, allowing decorators to cut down on prepress time and make the most of their business. Once the transfer and garment make it to production, there’s a scannable QR code with details about graphic placement.

Speaking of graphic placement, the Fulfill Engine software is fully integrated with the HOTRONIX Dual Fusion Pro Place IQ, which uses a projection system to help decorators perfectly align any design on a garment. STAHLS’ is showcasing this technology for the first time at the PRINTING United Expo (booth C1946).

“Fulfillment meets demand, on time, every time,” says Gray, and STAHLS' latest announcements are a testament to that.