Vistaprint quits trade printing

Online print giant Vistaprint has exited its TradeAdvantage trade printing operation in Australia, less than a year after it started. Vistaprint launched TradeAdvantage in September last year, offering some 120 print and promotional products to print businesses to resell, at the time saying the offer would open up new markets for zero investment to printers. It enabled printers to offer the likes of t-shirts, mugs and pens in runs as low as one, as well as the usual business cards and flyers.

Vistaprint-RZD

For Vistaprint the driver was to give itself a conduit to the face-to-face market through resellers, which it was not reaching through its online presence. However it seems Australian print businesses were not impressed, with Vistaprint failing to engage the industry, pulling the pin after just nine months. Trade printing is a highly competitive sector with major companies including CMYKhub, Whirlwind, LEP and Heroprint all investing and growing strongly. Vistaprint spokesperson Sara Nash says, “Vistaprint’s core customer is the micro business, and while we have seen success with a similar trade program in North America, the level of interest in Australia did not warrant the resources necessary to keep the program going at this time.” Vistaprint has not given up entirely on trade printing, Nash says, “We may revisit a modified program in the future.”

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