Koenig & Bauer Celmacch has launched the new Prima series of mid-tech flexo printers, created in collaboration with Asian manufacturer, Keshenglong
Koenig & Bauer Celmacch has officially entered into a strategic partnership with Asian manufacturer, Guangdong Keshenglong Hi-Tech Group (Keshenglong), in order to strengthen its global presence.
The centrepiece of this new partnership is a new ‘mid-tech’ machine line dubbed the Prima series, which is offered either as a pure flexo printing machine (Prima) or as a flexo printing machine with a rotary die-cutter (PrimaCUT), both featuring movable ‘open close’ technology rather than high board architecture.
Koenig & Bauer Celmacch, which was formed in September 2022 from a strategic partnership of manufacturers Koenig & Bauer and Celmacch, has previously outlined its goals to become a full-range provider in the corrugated sector, covering all price and performance classes from entry-level to high-end automation.
The latest development builds on existing Koenig & Bauer Celmacch solutions originally developed for its high-end Chroma series, which are now adapted for the more cost-effective Prima series.
The goal is to meet the requirements of customers who are looking for an alternative to high board line technology at a lower price point, without compromising on quality, performance, and safety standards.
Development and design has been handled by specialists at Koenig & Bauer Celmacch in Italy, while production utilises Keshenglong’s capacities including a 60,000sq m plant in Foshan, China.
The established Chroma Series will continue to be produced at the Italian headquarters in Desenzano del Garda, with Koenig & Bauer Celmacch saying that they are “fully committed to the development and production of this series in Italy.”
Koenig & Bauer explains that the Prima series is a response to the “significant shift in global demand towards Asia and emerging markets.” Through this new solution, Koenig & Bauer Celmacch aims to tap into the high-volume mid-tech segment to realise additional growth potential outside of the high-end sector.
The shift is part of the wider ‘IMPACT’ strategy introduced by Koenig & Bauer in March 2026, which aims to transform the company into a complete technology provider through six pillars focusing on AI, market expansion, human capital, adaptability, competitiveness, and technology.
Dr Stephen Kimmich, chief executive officer of Koenig & Bauer, says: "Our IMPACT strategy aims to consolidate Koenig & Bauer’s position as an agile technology provider in the world’s most important growth markets.
“The partnership with the Guangdong Keshenglong Hi-Tech Group and the resulting Prima series are prime examples of how we combine technological excellence with cost leadership through global collaboration, to win over new customer segments in the mid-tech sector."
Luca Celotti, chief executive officer of Koenig & Bauer Celmacch, adds: “The market volume for our Open Close technology line is comparable to the market we currently serve with our High Board line machines. For us this represents a very high, previously untapped potential.”
