GRAPHOTRADE Ltd.
Hristo Petrov – Owner and Manager
What is the situation in your company in the middle of the second half of 2025 compared to the same period in 2024?
We are reporting a noticeable increase in sales and maintaining a stable market presence. This is not accidental—it is the result of targeted efforts aimed at expanding and strengthening the company’s position. A key part of our strategy includes updating and modernising our product portfolio and adding new innovative solutions. At the same time, we invest in high-quality customer service—training our staff and improving communication. According to our clients, the most important factors are responsiveness, good attitude and professional support.
What global printing trends would you define as key for your business?
Global printing is moving in three main directions—digitalisation, sustainability and automation. In recent years, printing has increasingly established itself as an industrial and technological platform. Sustainable materials and packaging remain a strong topic, and in Bulgaria we also see growing interest. Another significant trend is the implementation of machines that reduce energy consumption and minimise waste through precision and automation. Manufacturers are redesigning and optimising machines with this in mind, and this is becoming more and more sought after on international markets.
Is the number of clients willing to invest in innovative equipment increasing? And what is the share of used equipment in your turnover?
Absolutely. Better positioning of production companies in Bulgaria and the increasing responsibility toward quality lead to higher interest in new equipment. Clients aim for certification, easy integration of solutions and adding value to their products. As a result, demand for used equipment is declining, although it still holds a niche.
How is customer behaviour changing regarding service and reaction time?
Price remains a factor, but it is no longer the most important one. Much more significant is the quality, stability and long-term service support for the machines. Quick reaction, availability of spare parts and good communication between company and client are crucial. Increasingly, customers prioritise reliability, as it directly affects production efficiency.
Which products/services from your portfolio are most in demand?
Most sought-after are machines for finishing processes—creasing, binders, laminating machines, as well as equipment for automation of the production workflow. There is ongoing interest in guillotines, gluing machines, automatic lines and specialised solutions for small and medium-sized print houses. The Bulgarian market is developing dynamically and many clients are already looking for higher-class equipment.
When did you last attend a trade fair and what impressions did you take away from it?
The last exhibition we visited was FESPA in Barcelona. The event was extremely useful—it showcased the latest trends in digital printing, automation and innovations in finishing processes. The exhibition made it clear that European manufacturers are focusing on sustainable solutions and modern standards.
How do you do business in conditions of constant market unpredictability?
The most important thing is rapid adaptation—information changes constantly, and the fast-paced environment does not allow companies to wait. To develop sustainably, you must stay in sync with what is happening, maintain continuous communication with suppliers and anticipate market changes. Ultimately, stability is built on flexibility, careful planning and a clear, realistic vision.
Do you agree with the Smithers analysis predicting optimism for the Eastern European printing market? And is there reason for optimism in Bulgaria, considering rising prices and economic uncertainty?
There is optimism, and it is well-founded. Like everywhere else, we feel some fluctuations, but the market is not at a standstill. Rather, we are witnessing natural renewal. Technology is becoming more deeply integrated and makes companies more competitive. Regarding prices—they are a factor, but modern machines achieve more with fewer resources, giving an advantage to businesses that invest in modernization.
Do you expect serious turbulence in the Eurozone starting January 1, 2026?
Yes. Entering the Eurozone is a huge historic opportunity for Bulgaria—joining a stable and predictable financial system. Naturally, there will be turbulence, but it should be manageable. The market will adapt quickly because businesses are preparing for it. Entering the Eurozone will require discipline and maximum transparency, but it is the right direction.
Do you have a ready model for overcoming supply chain issues in case of disruptions?
We are working in that direction. “A ready model” may be an overstatement, but we are investing efforts in creating reserve supply buffers. This involves precise planning of stock levels. It is a key element for the successful operation of any company. I believe that a reliable network of suppliers and strong partnerships will ensure stability for our clients.
What is your vision for the Bulgarian printing sector as a whole?
The future of Bulgarian printing lies in the development of the packaging and paper-converting sector, as well as industrial printing. The sector is moving toward new materials, new standards, automation and digital innovation. Bulgarian print houses are keeping pace with global trends—modernisation, efficiency and more sustainable solutions.
