What Amazon, Apple, and Nike Teach Us About Diversification in Printing

Introduction: Adapt, Expand, and Thrive

The most successful companies in the world—Amazon, Apple, and Nike—didn’t limit themselves to their original business models. They evolved, expanded into new markets, and thrived by anticipating change rather than reacting to it.

Amazon started as an online bookstore and is now a cloud computing and e-commerce giant. Apple transitioned from computers to mobile devices, digital services, and fintech. Nike expanded from athletic shoes to sports apparel, fitness technology, and even NFTs.

These companies prove that businesses that diversify don’t just survive—they dominate. The commercial printing industry is no different. As traditional print demand declines, wide format printing is emerging as a $14.1 billion market opportunity​. Print shops that embrace wide format solutions can increase profitability, future-proof their business, and gain a competitive edge.

This article explores what commercial printers can learn from global brands and how expanding into wide format printing is the next strategic move for sustainable growth.

Lesson 1: Expand Beyond Your Core Offering Like Amazon

Amazon’s rise from an online bookstore to a trillion-dollar empire is one of the most famous diversification stories. The company identified new opportunities—cloud computing (AWS), streaming (Prime Video), and AI (Alexa)—that aligned with emerging consumer needs.

Printers that rely solely on traditional print (business cards, brochures, direct mail) are missing out on a booming market for wide format printing.

• Wide format printing serves industries beyond commercial print, including retail, advertising, events, construction, and interior design.
• Applications like banners, signage, vehicle wraps, and wall graphics are in high demand, offering print shops new revenue streams with higher margins.
• Retail brands and event marketers need large-scale print solutions, and wide format printing allows print shops to become a one-stop shop for their customers.

Just as Amazon expanded beyond books, print shops can expand beyond paper to capture new clients and higher-margin work​.

Lesson 2: Invest in Innovation Like Apple

Apple’s ability to innovate and expand into new markets has been key to its success. The company went from computers to smartphones, tablets, smartwatches, and digital services—all driven by consumer trends and technological advancements.

Technology is transforming wide format printing, making it easier than ever for print shops to invest in new services and differentiate themselves from competitors.

• Advanced wide format printers can now print on vinyl, fabric, wood, metal, and even glass, offering unmatched versatility.
• Eco-friendly and digital printing trends are increasing demand for custom signage, textiles, and personalized graphics.
• On-demand, short-run customization—a key trend in the printing industry—mirrors how Apple built its ecosystem with highly personalized user experiences.

Investing in technology-driven services like wide format printing allows print businesses to offer more value to customers while staying ahead of industry shifts​.

Lesson 3: Build Brand Loyalty Like Nike

Nike went from a footwear company to a global lifestyle brand by expanding its product line and leveraging branding. Today, it sells apparel, fitness tech (Nike Training Club app), and digital assets (NFTs and metaverse sneakers), all while maintaining a strong brand identity.

How This Applies to Commercial Printing:

• Customers want full-service print partners, not just one-off print jobs. Adding wide format solutions builds long-term client relationships.
• Offering branded solutions like fleet graphics, event signage, and corporate displays strengthens loyalty by positioning print shops as strategic partners rather than transactional vendors.
• Branded environments—like wall murals, custom retail displays, and experiential marketing materials—are in high demand, allowing printers to become essential partners in business branding efforts.

Just like Nike evolved beyond footwear, print shops can become full-service branding partners by offering wide format printing​.

The Best Time to Diversify is Now

The commercial print industry is evolving, and wide format printing has emerged as a billion-dollar opportunity for businesses looking to expand their services and increase profitability. With the market projected to reach $14.1 billion by 2033, growing at a 5.44% CAGR, the demand for custom signage, vehicle wraps, and short-run large format printing is surging. Print shops that embrace this shift now will establish a strong competitive advantage before the market becomes saturated.

Diversifying into wide format printing offers print shops higher profit margins, stronger client retention, and access to new industries such as retail, real estate, and hospitality. Wide format printing commands premium pricing due to the size, complexity, and high-value applications it serves. Customers who need banners, wall graphics, and trade show displays will continue to return, providing long-term revenue opportunities. As businesses seek bold, large-scale branding solutions, print shops that offer wide format services will stand out as full-service marketing partners rather than one-off vendors.

However, transitioning into wide format printing requires strategic investment, the right equipment, and expert support. That’s where Millcraft comes in. We help print businesses navigate this expansion with customized equipment solutions, expert training, and flexible leasing options to make the shift seamless and financially viable. From selecting the best wide format printers, inks, and substrates to providing installation, workflow optimization, and ongoing training, Millcraft ensures that print shops are set up for success from day one.

The biggest brands in the world—Amazon, Apple, and Nike—didn’t wait for change to happen. They led the change. The same applies to commercial printers today. The question isn’t whether your print shop should diversify—it’s how quickly you can start. Don’t wait until competitors take the lead. Seize the opportunity now.

Ready to future-proof your print business? Download the guide or contact Millcraft today to explore how wide format printing can expand your revenue and secure your success in an evolving market.

SOURCES

Here are three relevant sources that support the article What Amazon, Apple, and Nike Teach Us About Diversification in Printing:

• Wide Format Market Growth & Diversification in Print
  • Why It Matters: The wide format printing market is expected to reach $14.1 billion by 2033, making it one of the most lucrative opportunities for commercial printers.
  • Source: Globe Newswire
  • Link: Global Wide-Format Printers Market to Hit $14.1 Billion​
    
    
• How Major Companies Diversified Successfully
  • Why It Matters: Amazon, Apple, and Nike all leveraged diversification to achieve sustained growth. This resource outlines their strategies and how other businesses can apply similar approaches.
  • Source: Harvard Business Review
  • Link: How Successful Companies Diversify
    
    
• Commercial Print Industry Trends & Expansion into Wide Format
  • Why It Matters: Commercial printers that have expanded into wide format printing report higher revenue growth, greater client retention, and increased profitability.
  • Source: Wide Format Impressions
  • Link: Wide Format Printing Trends and Growth Predictions​

These sources provide market data, business strategy insights, and industry trends to reinforce the importance of diversification for commercial printers.