Licensed apparel producer and retailer Star Editions has implemented an on-demand fulfilment model for custom and personalised apparel featuring characters such as Doctor Who, Mr Bean, Peppa Pig and Wallace and Gromit, using direct-to-garment production systems and workflow software from Kornit Digital.

In addition to the Kornit DtG systems’ capabilities (one Atlas unit installed in 2020 and a second one in 2022), the Ipswich-based company has also adopted KornitX workflow solutions for efficient integration of new web design and sales channels, and routing of orders for production and delivery. KornitX integrates with Star Editions’ online store for a scalable, efficient customer experience, allowing on-demand customisations from their image library. Recently, Kornit introduced Star Editions to the Next third-party marketplace, expanding its opportunities for consumer engagement and sales.

By aligning supply with demand and eliminating risks and waste associated with forecast-based overproduction, Star Editions operates with an on-demand fulfilment model that enables localised, ‘made in the UK’ production, with digitised operations enabling visibility and accountability. Kornit’s workflow solutions supports reactive fulfilment of consumer demand by enabling producers and brands to capture orders and data from a range of web sources, including third-party retailers, hosted marketplaces and social media applications. By linking consumer data with digitally enabled production, businesses like Star Editions can identify and capitalise on opportunities and trends in real time.

‘Having a digital supply chain means we can customise and personalise the pieces people want, down to the single unit, and deliver it quickly and profitably every time,’ said Will Marston, chief executive officer at Star Editions. 

‘Star Editions offers a perfect demonstration of how Kornit is moving beyond mere production excellence to create digital supply chains, link consumers and designers to the producers best equipped to fulfil their demand with precision, and usher in a new model that empowers retailers to adapt and grow while eliminating time, waste, and risk from the pixel-to-parcel experience,’ commented Phil Oakley, Kornit Digital’s sales director, United Kingdom and Ireland.

‘With on-demand production, licensors like Star Editions can leverage the content people want and connect all the dots to tap into growing markets – entirely new online ecosystems, really – while empowering consumers to create with abandon, and offering a virtually unlimited range of product possibilities, because you’re only making what actually sells,’ added Mr Oakley.