This Week in Imaging: A Look at Fujilm’s Revoria Brand and Global Expansion

by Kathleen Wirth · July 14, 2023

This week’s interesting news came from Fujifilm Business Innovation. The company announced that it will make its latest Revoria dry-toner digital color presses now available globally. The company had introduced the presses in April 2023, but they were only available for the Asia-Pacific region.

Revoria Brand

Fujifilm Business Innovation introduced its Revoria brand back in July 2021, after its parent company, Fujifilm Holdings failed to acquire Xerox, then bought out Xerox’s share in Fuji Xerox, and renamed Fuji Xerox “Fujifilm Business Innovation.”

The Revoria brand name is said to incorporates the words “reborn,” “renew” and “refine,” and is said to illustrate the company’s determination to “reborn to a new stage.” At the same, it said that under the new Revoria brand, Fujifilm Business Innovation would provide customers with a suite of production printing solutions that encompasses production printers, associated print servers, and print workflow software.

The first new Revoria models, introduced in July 2021, were the Revoria Press PC1120, a production color printer for the high-end professional printing market, and the Revoria Press E1 Series, a monochrome production printer for on-demand printing for both professional and office use, with both initially launched for the Asia-Pacific region. Fujifilm Business Innovation’s current Revoria lineup includes the Revoria Press PC1120 and EC1100 introduced in 2021, and the Revoria Press SC180/SC170 and E1-Series just introduced in April 2023, and now slated for global expansion.

Meanwhile, Xerox remains Fujifilm’s largest customer, and Fujifilm Business Innovation has been supplying Xerox under a new production agreement since 2020. That agreement is up for renewal in 2024. More recently, it appears Sharp Corporation has sourced Revoria presses from Fujifilm Business Innovation.

Fujifilm Business Innovation Global Expansion

Back in January 2020, with the ending of the old Xerox-Fujifilm Technology Agreement, Fuji Xerox said it planned to expand its business worldwide under “a new original brand” – which would come to be Fujifilm Business Innovation.

At the time, Fuji Xerox President Kouichi Tamai also said that Fuji Xerox would be looking to expand worldwide: “Fuji Xerox is now strongly positioned to conduct businesses dynamically and with more liberty in a truly global manner. Today’s announcement of ending the Technology Agreement with Xerox Corporation opens doors for Fuji Xerox to, after April 2021, utilize our own technologies and synergize with technologies owned by other Fujifilm Group companies to produce/market products and solutions under our own new brand worldwide.”

Subsequently, in September 2021, Fujifilm Business Innovation announced that it would start selling office printers and MFPs in some European countries and other markets that had been off limits under the old Xerox-Fujifilm Technology Agreement. Those countries included Germany, Spain, Italy and Portugal, with Fujifilm using the sales network of its parent company, Fujifilm Holdings. Fujifilm Business Innovation also expanded later in 2021 into the Middle East, South and Central America, and Bangladesh, but not in the U.S. or Canada.

How far Fujifilm Business Innovation aims to expand globally isn’t clear, but it seems that unless it doesn’t renew its production agreement with Xerox next year, it will likely be loathe to alienate Xerox, which is said to be its largest customer. There’s nothing at this point to indicate that the two companies won’t renew their production agreement, but of course, that still remains to be seen.

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