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Chameleon adapts to a changing market

Thursday, 18 June 2015
By Print21

Queensland’s newly minted Chameleon Group – formerly the Sticker Company – is pushing ahead with an aggressive growth strategy and has two more North Queensland businesses in its sights.

“We’re on a bit of a growth spurt at the moment,” said Chris Krieger, general manager of Hervey Bay-based Chameleon Group.  “We’ve doubled our business in the past couple of years and we’ll be looking to double it again over the next year as we focus on signage, digital, wide format and packaging – areas that have significant growth potential.”

Over the past year, the former Sticker Company, which specialised in labels, stickers, business cards and signage, acquired competitors Digital Powerhouse of Bundaberg and McTaggart’s of Hervey Bay, before rebranding recently as Chameleon.

“We’re still looking at a couple more businesses in the north of Queensland but I can’t say any more about that at this time, other than to say we’re going to be moving further up the coast.

“Diversification is where it’s at these days,” said Krieger.  “We’ll be pushing the digital side because that seems to be where it’s all going these days.  Signage makes up about 20% of our business right now and we’ll be increasing that over the next year, as well as looking to expand our packaging unit, where there is huge growth potential.”

Krieger spent just a couple of hours at PrintEx15 last month but picked up a Seiko Colorpainter for his signage work and a Duplo DC-616 business card cutter.

“In a changing marketplace.  It’s get in or get out, spend the money or lose market share,” said Krieger. “We’ve also bought a Agfa Flatbed and we’re considering upgrading from an HP 260 to an HP 360 latex press. There’s a fair bit happening right now but things are going well and I can’t complain.  It’s a big commitment but we’re determined to go up and up from here and it’s looking pretty exciting.”

"On a bit of a growth spurt": Chris Krieger, GM Chameleon Group

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