In order to meet growing global demand, Primera has added a new model to its lineup of desktop label printers. The LX610 color label printer with built-in X/Y cutter functions as a new desktop version of Primera’s original CX/FX1200 machine, and it is completely integrated in a single unit.

The LX610, which is now available, produces short runs of high-quality labels in any size or shape without custom dies – all in a low-cost, desktop sized machine. The printer comes with a price tag of $2,495.

“The first of its kind, the LX610 combines full-color inkjet label printing at up to 4800 dpi with its built-in digital diecutting mechanism,” explains Mark Strobel, vice president of sales and marketing at Primera. “The desktop-sized printer comes complete with intuitive, easy-to-use software for laying out print and cut files, allowing users to quickly produce custom labels of virtually any size or shape. In addition, standard pre-diecut labels and tags can also be fed through the machine just like any other desktop color label printer.”

The LX610 prints short runs of full-color, high resolution labels in any size required up to 4.25” wide and then cuts them in any shape. No dies are necessary, and converters can accommodate rectangles, circles, squares and other pre-defined shapes.

“There appears to be a fair amount of confusion in the marketplace right now with so many models, features and vendors. It seems to us that there are way too many machines chasing too few customers,” says Strobel. “That’s why we are aiming our new desktop-sized LX610 printer/cutter at applications such as prototype and sample short runs, where our machine is singularly unique. There’s really nothing else like it anywhere on the planet.”

According to Primera, professional print businesses, ad agencies and graphic design shops can benefit from this new product by producing samples, prototypes and short runs for client approval before ordering expensive hard-tooled or flexible dies. In addition, small businesses can print their own short runs of custom labels without incurring delays and die costs, while continuing to send their longer runs to label production shops.

Both dye and pigment inks are available for the LX610, as well. The printer can also accommodate a host of substrates, including gloss and matter papers, PVC, polyester and polypropylene.

“Primera has always been known for innovative products and LX610 is no exception,” says Strobel. “It’s the only full-color, desktop printer/cutter in the world that delivers photo-quality labels in any size and shape in just seconds each. LX610 will prove to be an invaluable tool for label converters and other print providers to provide customers with accurate label samples before full production begins. Short runs of hundreds or a few thousand custom-shaped or sized labels at a time are also possible with LX610, providing even more value and flexibility to our customers.”

Primera is also offering PTCreate Pro, a software upgrade that is sold separately. The software boasts the capacity to extend the LX610’s capabilities with layering, exporting images and contour cutting around intricate artwork.

Since the diecutting is 100% digital, printers can cut labels into any shape with the cut line plotted within Primera’s included PTCreate Pro software or by importing a cut line from third party software such as Adobe Illustrator. Labels are then dispensed and can be cut into sheets or optionally rolled back onto cores.

Headquartered in Plymouth, MN, USA, Primera services a wide range of industries and distributes its products to more than 200 countries around the world. “Primera’s mission is to produce technologically superior products that offer a high degree of customer satisfaction and value while conducting business affairs with unparalleled integrity, courtesy and professionalism,” the company states.

Primera has built and sold more than one million printers globally.