Velflex

What Velflex does

Velflex (legal entity VELFLEX IMPORTS PTY LIMITED, ABN 81 159 310 988) is an Australian privately held manufacturer and distributor of ready-to-press heat transfers, founded in 2006 and operating from a head office and production facility in Brendale, Queensland, with a distribution centre in Wodonga, Victoria. The company sells to corporate uniform decorators, custom print shops, sports-apparel producers, workwear suppliers, and DTF equipment buyers across Australia and New Zealand, primarily through its velflex.com.au e-commerce site supplemented by an enquiry-driven direct sales team for higher-value equipment.

The product portfolio is anchored by three proprietary transfer technologies: UltraColour PRO (hybrid digital CMYK printing on an HP Indigo 7800 combined with screen-printed polyurethane white base, featuring a Dye/Sublimation/Soft Shell blocker system for technical fabrics and 75+ wash-cycle durability); UltraColour MAX (DTF transfers printed on a fleet of 8 Mimaki TxF300-75 printers with OEKO-TEX certified inks, automated ganging under MAX 2.0, no minimum orders, and 50+ wash-cycle durability); and ScreenPrint PRO (genuine plastisol transfers using an Avient 16-colour mixing system for exact Pantone matching, up to six spot colours per job). These are extended by specialty formats — UltraColour STICKER (UV DTF for hard goods), UltraColour Reflective, Ultra3D (dimensional badges), UltraSTITCH (heat-applied embroidered patches), Pre-Made Reflective stock designs, and UltraColour Sport — plus equipment (Mimaki DTF printers, Hotronix heat presses, Siser/Stahls HTV, cutters, platens) and consumables (DTF ink, film, Bostik adhesive powder, application tape).

Commercially, Velflex monetises through per-unit and per-area transfer pricing (e.g., 9¢ per 10cm² for MAX), equipment sales (Mimaki printers from A$19,995, Hotronix presses A$2,100–A$17,790), recurring consumables, and bundled kits. Growth is funded organically — no external PE or VC rounds are disclosed — and the company has positioned flagship customer relationships with A-League, Socceroos, Matildas, Wallabies, and Kookaburra Sport/AFL as evidence of production capability. Notable brand certifications include OEKO-TEX ECO PASSPORT for the DTF ink system used in UltraColour MAX.

Name

Velflex

Legal name

VELFLEX IMPORTS PTY LIMITED

Website

https://velflex.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Velflex is an Australian manufacturer and distributor of ready-to-press heat transfers, equipment, and consumables founded in 2006, serving corporate, sports, and custom-decorator customers across Australia and New Zealand from facilities in Queensland and Victoria.

Ownership category

akta.pro rank

Product category

Custom Heat Transfers & Garment Decoration Supplies

NAICS

Printing (32311)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro industry

PRIMARYHDACAKAD

Receipt, Label & Card Printers (Thermal/Impact)

Hardware, Technology & Telecom/Computing Hardware & Peripherals/POS & Retail Computing Hardware

Keywords

• Custom heat transfers
• Garment decoration supplies
• DTF printing equipment
• Screen print transfers
• Heat press machinery

Headquarters

HQ city

Brendale, Queensland

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Custom Heat Transfers: Ready-to-press custom transfers sold in various formats. Products include UltraColour PRO (hybrid digital + screen print), UltraColour MAX (DTF), ScreenPrint PRO (plastisol), and specialty transfers. Revenue generated from per-transfer pricing, gang sheet pricing, and meterage options.
2. DTF Equipment Sales: Mimaki TxF150-75 and TxF300-75 DTF printers sold with Velflex shakers (600/800mm). High-value equipment sales via enquiry with freight, installation, and setup support. Single transaction model with after-sale support.
3. Heat Press Equipment: Hotronix and Transmatic heat press sales ranging from entry-level clam shell to commercial pneumatic/air fusion models. Equipment accessories including platens, silicone pads, and weeding tables.
4. Vinyl & Consumables: Siser and Stahls heat transfer vinyl products, DTF consumables (film, ink, adhesive powder), application tape, accessories, and die-cut sports fonts. Consumable products for ongoing production use.
5. Same Day Express Service: Priority production and same-day dispatch of UltraColour MAX transfers for urgent orders. 10% surcharge for orders placed before 11am. Adds speed premium to standard transfer pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Velflex manufactures and supplies custom ready-to-press heat transfers for garment decoration, including hybrid (UltraColour PRO), DTF (UltraColour MAX), and plastisol screen print (ScreenPrint PRO) technologies. The company also distributes related production equipment (Mimaki DTF printers, Hotronix heat presses, vinyl cutters), heat transfer vinyl (Siser, Stahls), DTF consumables, and accessories to decorators and apparel producers across Australia and New Zealand.

Product overview

Velflex is an Australian heat transfer solutions provider established in 2006, operating two production facilities (Brendale QLD and Wodonga VIC). The company offers a portfolio of transfer products centred on three core technologies: UltraColour PRO (hybrid digital/screen print transfers with dye-blocking options for technical fabrics), UltraColour MAX (DTF transfers using Mimaki printers with no minimum orders), and ScreenPrint PRO (plastisol screen print transfers for exact Pantone colour matching). These core products are complemented by specialty transfers including UltraColour STICKER (UV DTF for hard goods), UltraColour Reflective, Ultra3D dimensional transfers, UltraSTITCH embroidered patches, and Pre-Made Reflective transfers. Velflex also supplies equipment (Hotronix heat presses, Mimaki DTF printers, vinyl cutters), consumables (Siser and Stahls HTV, DTF inks/film/powder), and education/workshop services. The company serves decorators, sports apparel producers, and uniform manufacturers across Australia and New Zealand.

Differentiator

Problem solved

Functional benefit

Brands

• UltraColour PRO: Hybrid digital + screen print transfer for scale, precision, and protection. Features HP Indigo CMYK printing with screen-printed polyurethane white base and optional dye blockers.
• UltraColour MAX
• ScreenPrint PRO
• UltraColour STICKER
• UltraColour Reflective
• Ultra3D
• UltraSTITCH
• UltraColour SPORT

Products and services

• UltraColour PRO Hybrid heat transfer combining HP Indigo CMYK digital printing with screen-printed polyurethane white base. Features Dye, Sublimation, and Soft Shell blockers to prevent dye migration on technical fabrics. Wash tested to 75+ cycles. Available in A4/A3 gang sheets or individual transfers.
• UltraColour MAX

Quantifiable outcome

• 75+ wash cycles durability (UltraColour PRO)
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core, strategic and flagship.

• MimakicoreTechnology or IntegrationMimaki is the exclusive DTF printer supplier for Velflex. Velflex uses 8 Mimaki TxF300-75 printers for UltraColour MAX production and resells Mimaki printers as part of complete DTF production packages. Partnership includes local Australian technician support and warranty coverage.
• Hotronix (Stahls')coreTechnology or IntegrationHotronix heat presses are the primary equipment brand sold by Velflex. Velflex distributes Hotronix clamshell, swing-away, draw, and pneumatic heat presses across Australia and New Zealand with full product support.
• SisercoreTechnology or IntegrationSiser is a major heat transfer vinyl brand distributed by Velflex. Products include CAD Cut vinyls, printable vinyls, application tapes, and accessories across 17+ product variants.
• Stahls' (Stahls)coreTechnology or IntegrationStahls' heat transfer vinyl brand sold through Velflex including CAD Cut and printable vinyls, with compatible accessories and application tapes.
• BostikcoreTechnology or IntegrationEuropean-made Bostik adhesive powder (UltraColour 4529) used exclusively in Velflex's own production and sold as premium consumable. Chosen for superior batch-to-batch consistency over cheaper alternatives.
• AvientstrategicTechnology or IntegrationAvient 16-colour system used for ScreenPrint PRO Pantone colour mixing. Enables recipe-based colour matching for exact Pantone spot colours with exact reorder matching.
• A-LeagueflagshipStrategic or Co-development PartnerOfficial printers of numbers, names and sponsor logos for the A-League football/soccer competition. Premier sports league partnership demonstrating production capability.
• Kookaburra SportstrategicStrategic or Co-development PartnerPrint partners for AFL through Kookaburra Sport, one of Australia's major sports equipment and apparel suppliers. Significant sports industry relationship.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Stahls': US-based manufacturer of heat transfer vinyl, custom transfers, and parent of the Hotronix heat press brand — Stahls' competes with Velflex across HTV, custom transfers, and equipment, and is also a current Velflex supplier.
• JDS Industries: US manufacturer of custom heat transfers, name badges, and signage — directly comparable to Velflex's custom transfer and specialty product offerings.
• Designer Transfers: US custom heat transfer printing service specializing in screen-printed, digital, and specialty transfers for apparel decorators — directly comparable to Velflex's custom-transfer product line.
• Insta Graphic Systems: US manufacturer of heat press equipment and custom transfers, competing with Velflex in equipment distribution and small-batch custom transfer production.
• ColDesi: US-based manufacturer and distributor of direct-to-garment and apparel printing equipment — comparable to Velflex's equipment-distribution business, particularly its DTF printer fleet sales.
• Coastal Business Supplies: US distributor of apparel decoration equipment, vinyl, and transfer supplies — directly analogous to Velflex's bundled equipment-plus-consumables distribution model.
• Transfer Express: US custom heat transfer printing service offering DTF, screen print, and digital transfers — the closest direct international analogue to Velflex's core custom-transfer business model.
• Imprintables Warehouse: US distributor of heat transfer equipment, vinyl, blanks, and apparel decoration supplies — comparable to Velflex's role as an integrated equipment and consumables distributor.

Others

• Siser: Italian HTV manufacturer whose products Velflex distributes across 17+ variants in Australia; Siser is a current supplier partner but also competes globally in the HTV market Velflex sells into.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/velflex

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Velflex