It’s no secret there’s been a veritable revolution in heat-press decorating over the past couple of decades. In this installment of “Ask the Experts,” Impressions Content Director, Adam Cort, checks in with Carleen Gray, CEO of GroupeSTAHL and its STAHLS’ Hotronix heat press and Transfer Express custom transfer subsidiaries to see how things have and haven’t changed over the years.
Carleen Gray, CEO GroupeSTAHL, Photo courtesy of GroupeSTAHL
Adam Cort: You’ve been with STAHLS’ since the late ‘80s, and STAHLS’ itself had been in business since 1932; how would you compare heat pressing and the decorated-apparel industry today to when you started out? Any big surprises?
Carleen Gray: When I started, STAHLS’ was best known as “The Numbers and Letters Company.” We were the original print-on-demand solution for screen printers and custom apparel decorators and the go-to source for pre-cut names and numbers for team uniforms. One of our most popular marketing slogans was “One number, no problem!” STAHLS’ gave people the power to put kids and athletes all over the world on the playing field with a name and number, same day. Since then, though, both STAHLS’ and the entire industry have evolved to where we now offer a much wider range of heat printing solutions.
Back then, heat pressing was also a specialized niche. Today, it’s a versatile, high-quality solution for everything from large-scale retail programs to one-off personalized products. And it’s not just about one method. Direct-to-film (DTF) is getting a lot of attention right now, but decorators have a broad toolbox, including screen-printed transfers like our Goof Proof line, which often make more sense for certain fabrics, finishes and run sizes. There’s also the HTV (heat transfer vinyl)/CAD-CUT market, which remains a critical solution for on-demand customization, unique effects and specialty materials.
Something to bear in mind: complementing these technologies, no matter where they’re being sourced, is the quality of today’s heat presses, without which none of this would be possible. Our Hotronix heat press technology, for example, offers the precision, consistency and innovation necessary to make today’s heat pressing a success, whether decorators are running one press or a high-volume production floor.
What has surprised me most is how adaptable heat printing has been. It’s moved far beyond basic cotton T-shirts to performance apparel, headwear, outerwear, hard goods and more. The pace has also changed dramatically. In the past, customers planned weeks ahead. Now, one- to two-day fulfillment is the expectation, and both STAHLS’ and the industry as a whole have built the necessary systems, technology and infrastructure to deliver on that.
Print-on-Demand Coming of Age
AC: It can be hard keeping up with all the new products and services launching across the decorated-apparel industry these days. What do you see as some of the most exciting developments taking place with respect to both heat pressing and the decorated apparel industry in general?
CG: For me, the most exciting development is the rise of true print-on-demand (POD). It’s no longer just about printing one-offs—it’s about producing exactly what’s needed, exactly when it’s needed. That shift is transforming the supply chain, reducing waste and opening new revenue opportunities for decorators at every level.
STAHLS’ isn’t the only company working to make this possible. However, I think STAHLS’ is leading this movement with our Fulfill Engine production management software, and our new SF-1 fulfillment center facility, where we’re setting the standard for how print-on-demand can be executed at scale. In my view, print-on-demand isn’t just the future—it’s here.
Among the many advances being made in the area of heat-press apparel decorating is the advent of true print-on-demand (POD). Photo courtesy of GroupeSTAHL
AC: STAHLS’ has long been active in the area of education. I know it’s a big topic, but any thoughts on the key, or keys to making it in the heat press decorating business?
CG: Education is critical to any company or individual hoping to succeed in decorated apparel and therefore core to who we are at STAHLS’. I can trace my own involvement in education back to our “Great Garment Graphics” days, when I personally traveled the country teaching people how to heat press. We’ve continued that commitment for decades, and it’s only grown stronger.
With the addition of Fulfill Engine, we’re now also teaching customers how to use technology to be more successful. Earlier this year, we hosted the industry’s first-ever print-on-demand conference, which brought together more than 200 attendees, including leading innovators, manufacturers, suppliers, platforms and thought leaders. The sessions focused on automation, sustainability, supply chain transformation and the expanding role of AI. It also provided attendees with exclusive insights into how best to navigate the rapidly evolving POD landscape.
Alongside that, STAHLS’ and the industry as a whole continue to invest in education across multiple channels, including online. At STAHLS’, for example, we continue to hold our Pro Day hands-on training sessions at events like all three Impressions Expos. We also include over 10 years of content on our STAHLS’ YouTube channel. In addition, our customer service reps aren’t just answering phones, they’re trained in every aspect of heat printing in order to literally work alongside our customers in their shops.
Both STAHLS’s and much of the rest of the industry are also continuing to strive to make today’s heat-pressing technology that much easier to use. For example, our AI Assist tools streamline order uploads, our online Transfer Selector helps decorators choose the most cost-effective transfer, and our Easy View Designer simplifies creating and ordering custom transfers of all kinds.
As for the keys to success, I believe it’s about mastering your craft, knowing your customers and staying adaptable. Whether you’re using DTF, screen-printed transfers, HTV/CAD-CUT or any of the other innovations out there, the decorators who succeed are the ones who invest in their skills, embrace new tools and align with partners who help them grow.
E-commerce, Production Management Systems
AC: STAHLS’ is somewhat unique in that it is an industry leader in terms of both the hardware and heat transfers sides of the equation. Most recently, the company has also made a push into the areas of e-commerce and production-management with its new Fulfill Engine. I’d love to hear your thoughts on how that initiative came to be, where it’s headed, and what it means for STAHLS’ and the industry as a whole.
CG: Historically, screen printers and decorators could rely on larger order sizes to balance out their manual processes. The transaction size made inefficiencies manageable. However, with the rise of e-commerce, print-on-demand and other new business models, average order sizes have dropped dramatically. This shift fractured the natural flow between demand and supply. Everyone in the value chain suffers from this disconnect: sellers, decorators, apparel brands and even equipment manufacturers.
Again, the entire industry is making progress in these areas. However, STAHLS’ Fulfill Engine is unique in the way it bridges gaps through technology. It reconnects demand to fulfillment in a way that works for any order size—even one piece. More importantly, it solves problems we recognized as critical roadblocks, including fragmented systems, multiple disconnected stores and production workflows that couldn’t keep pace with the need for faster fulfillment. Fulfill Engine ties e-commerce, production and delivery into one seamless workflow.
For decorators, it transforms how they operate. They can run their own presses in-house, tap into the Fulfill Engine global network or choose a hybrid model—all the while keeping complete visibility and control. This lets them grow without taking on extra overhead. On the front end, brands and businesses can also now focus on selling. The system handles the complexity in the background, routing orders automatically so products ship on time, every time.
Our new SF-1 facility is the physical proof of this vision, and we’re not stopping there. With STAHLS’ Fulfill ONE EU planned for 2026, the network is expanding globally. For the industry, this means something that’s never been possible before: decorators and brands no longer have to choose between quality, speed or scalability.
For more on GroupeSTAHL and its STAHLS’ Hotronix heat press and Transfer Express custom transfer subsidiaries, go to groupestahl.com. For more on the company’s new SF-1 facility, click here.
