Victoria-based Briner Ads has purchased another HP Latex FS50W from Celmac at PacPrint 2025, after purchasing the first one just 12 weeks ago, making it the first in the market to own two HP Latex FS50W machines.
Sprinter understands the total financial commitment by Briner Ads for both machines purchased through Celmac, including consumables, will be approximately $1 million this calendar year.
Briner Ads is a leader in the Australian signage industry, providing signs, banners, vinyl, printing, billboards, container stacks, vehicle graphics, real estate boards, a-frame signs and more.
Briner Ads has been an avid user of HP products, with its relationship spanning about 15 years. It currently owns six HP Latexes in large format and three in the smaller formats, including the HP Latex 3100, 3500 and two 3600s.
All six HP Latex machines bought by Briner Ads have been purchased through Celmac.
Briner Ads managing director Con Tsakonas said he first purchased the HP Latex FS50W 12 weeks ago, and with that machine “installed, running, and proving itself”, it was a “no-brainer” to invest in a second one.
“This machine will be supplying Briner Ads’ high-end banners. We do a lot of top-of-the-line work for developers and high-end banner poles. That’s what this new machine will be used for,” Tsakonas said.
“We can’t fault HP machines and the Latex series works for us. We’ve tried other machines but always fall back to the Latex machines not only because of the quality of the machines but also the serviceability – Celmac has always been there whenever we’ve had an issue or needed support. It was a no-brainer.
“When you purchase a multi-million-dollar machine, you expect a level of service, and we have always received that with HP and Celmac. If there is a breakdown, we’re on the phone with Celmac and it’s resolved within minutes. If it not, Celmac will have a technician at our site within hours.”
Celmac CEO Wayne McIntyre said Briner Ads’ purchase of two HP Latexes within weeks of each other is “an incredible endorsement for the HP Latex products”.
“Briner Ads now has six 3m-wide Latex machines at its site. All of its production is reliant on the Latex quality of ink and performance of colour,” McIntyre said.
“Customers trust that we deliver with HP Latex. Briner Ads has tried every other option – with UV and so on – it has stuck with Latex as it has a great quality profile and is a great product in the marketplace.”
HP A/NZ country manager large format printing Craig Hardman said, “At HP, we’re very excited that Con has trusted us again with a new machine. He’s been a long-term customer of HP and through Celmac, we’re excited to continue that relationship.
“Con has invested in our latest technology and is the first in the market to own two HP Latex FS50W machines. We look forward to continuing that relationship with him through Celmac. That pairing of HP technology and Celmac service in support of Con is allowing him to do what he needs to do everyday.
“Hopefully we continue to deliver on what Briner needs through service and technology, to keep the Briner business moving forward.”
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