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ARMOR Print Solutions renamed as Altkin

The European print solutions provider has debuted its brand name and company ethos

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Altkin is part of the ARMOR GROUP, a specialist in thermal transfer ribbons for labels and packaging

Altkin (formerly ARMOR Print Solutions), a European “alternative” print firm headquartered in Nantes, France, has debuted its new name and trajectory.

The change of name has been made to reflect the ‘coherence and relevance’ of Altkin’s offerings and services which it believes offer fair solutions with freedom from technological and financial constraints.

In 2023 Altkin reported a turnover of around €90m (£76.8m) and is planning to extend its fairer, greener “fair printing” model to the entire printing sector. 

The business employees over 700 employees across UK, including a sales team based in the UK as well as industrial and logistics centres in Morocco and Europe and a state-of-the-art R&D laboratory in Germany. 

The new name has been chosen to combine the shortened ‘alt’, meaning alternative, like an ‘alt’ key on a keyboard with ‘kin’ which represents family or clan, as well as being an anagram of ink. 

Together the name Altkin reflects the shared mission to find different ways of creating impact together, while the logo features a curved K which represents a fork in the road, to demonstrate the idea of choosing a different route.

Hubert de Boisredon, chairman and chief executive officer of ARMOUR GROUP, to which Altkin falls under, says: "This change of name is a major event, the fruit of a strategic reflection on the circular economy. Altkin is now positioned as the leader in responsible printing in Europe, Africa, and the Middle East. Coupled with the recent acquisition of 
THS, this new brand will help to consolidate this activity as one of the pillars of ARMOR GROUP."

Speaking about its alternative offerings, Gerwald van der Gijp, managing director of Altkin, comments: "Whilst our ambition is to confirm our leadership in the EMEA region as a real and fair alternative in a rapidly evolving market, we are clarifying our product and service offering by creating four pillars: Products, Care, Tech, and Tailored, which represent our different activities and brands, making them easier to understand."

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