AFI targeting 30% growth in new facility

AFI Branding says it is on track for 30 per cent growth this year on the back of its move to a new Melbourne supersite.

Managing director Glenn Watson says production has been ‘incredible’ since the move to the purpose-built 3000sqm Carrum Downs plant, and even though the company had a good month in May, drastically better efficiency made it feel quiet.

“A great deal of effort and time has been invested in creating a production facility and work environment that made sense for our workflow and ensures minimal handling of our products,” he says.

“The building was constructed for better communication and has hugely advanced our process in that regard, especially as we no longer have to run between different sites.”

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Watson says the new plant was built to accommodate significant future expansion, and the task now is to bring in sales to fill the capacity.

“We have created it with future growth targets in mind – we have even taken power and data to positions on the factory floor where we are planning to locate new machines over the coming years,” he says.

“We have set ourselves up to handle lots of new business – there’s no point promising the world if you can’t deliver it. Now we have to feed the monster.”

AFI is also expanding its staff, hiring eight new employees in the past five months and is recruiting another three salespeople, with more to come as business booms.

The company is so confident of its expansion plans it is offering $5000 to anyone who refers it to sales staff who make it through their trial periods.

Watson says about 60 clients attended a recent open house to showcase its new capabilities, including a sneak peak at upcoming branded fabric products.

“Having the opportunity to show our clients how their work comes to life, and introduce them to the people that make it all happen has been a goal of ours for some time,” he says.

“We are constantly looking for ways to set the bar higher in our industry, we are not your traditional signage supplier, and there was no better way to communicate this than by hosting our clients in our own environment.

Watson says the company is already investing in new equipment and hopes to use the greater capacity and better workflow to drive innovation and expansion into new fabric markets – some of which AFI hopes to create itself.

The company was nominated in two categories at last month’s National Print Awards, for digital inkjet and wide format printing, but Watson says there need to be more awards aimed at its sector of the industry.

“It highlights the need for categories that fit what we do. The industry needs to catch up with market changes so we aren’t trying to fit a square peg in a round hole,” he says.

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