TEXINTEL TALKS - EPISODE 145- The Future of Garment Decoration and Automation with Dave Conner of Stahls Fulfill Engine

PODCAST

14 May

In this insightful interview, Dave Conner, Director of Product Marketing at Stahls and Fulfill Engine, shares his journey into the textile industry.

The commercial opportunity presented by printed, personalised merchandise is already a lucrative revenue stream; it is the core driver of growth in a multi-billion-pound industry. And the mandate for print businesses is clear: automate, adapt, and offer undeniable added value, or choose to gradually lose market share.

This is not merely a shift in consumer demand; it is the fundamental evolution of the printed surface. By leveraging adaptive manufacturing, 3D added value, and sustainable surface effects, digital printers can secure their future by offering unique print applications across apparel, interior décor, accessories, and bespoke objects.

Discover how automation, materials, and community collaboration are shaping the future of on-demand garment decoration and fulfilment.

Listen to learn more >>

KEY TAKEAWAYS:

Dave’s journey and empathy for decorators

Dave Conner started as a broke college kid screen‑printing band T‑shirts on his kitchen table, then moved through commercial shops into marketing and finally to Stahls and Fulfill Engine.

His hands‑on experience with production pain points gives him strong empathy for decorators of all sizes, from kitchen-table startups to large commercial operations.

Stahls’ evolution and culture of innovation

Stahls began in 1932 making felt letters/numbers for sports jerseys and evolved into a leader in heat-applied products, Hotronix heat presses, and large‑scale decoration solutions.

A core cultural principle (from Ted Stahls) is that “the best way to predict the future is to invent it”, which underpins constant R&D and customer-focused innovation.

On‑demand production, major sports, and risk reduction

Stahls supports high‑pressure, on‑demand programs like the NFL Draft and multiple major sports leagues, where player jerseys must be produced perfectly within minutes of a pick.

On‑demand customization in‑venue (e.g., MLB All‑Star Games, fans receiving personalized jerseys at their seats) reduces inventory risk, improves fan experience, and is being scaled globally.

Fulfill Engine: automation and democratized fulfillment

Fulfill Engine, now part of Stahls, grew out of real shop pain (Jason Thompkins’ experience with unsold fundraiser merch and early print‑on‑demand).

It provides end‑to‑end workflow automation (order routing, PO creation, inventory ordering, production profiles, decoration routing, integrations with Kornit, Rock, M&R, Hotronix, S&S/Ralawise, etc.), enabling:

Large shops to run complex, multi‑step workflows efficiently, and Small decorators to plug into enterprise‑scale fulfillment networks and offer big‑shop capability with minimal overhead.

Material innovation and Liquid 3D dimensional emblems

Beyond basic transfers, there’s a strong shift toward specialty effects: holographic, reflective, puff, twill, premium emblems and patches.

The Liquid 3D collaboration with Stratasys combines UV and 3D printing to create durable, fully digital, dimensional emblems with:

No molds, low minimums, very fast turnaround, and

A browser‑based 3D designer that lets non‑experts control depth, texture, gradients, and finishes in real time.

This enables high‑margin, limited‑edition, premium decoration—already adopted by top fashion brands and now accessible to small decorators.

Education, community, and the future of on‑demand

Stahls invests heavily in free education (YouTube, trade shows, panels, pricing guidance, marketing tips), focusing on long‑term customer success, not just product sales.

The industry is rapidly moving toward scalable, automated, on‑demand fulfillment with reduced waste and higher perceived value (dimensional, premium, more “artisanal” looks).

Trade shows like FESPA Barcelona remain critical hubs for hands‑on learning, networking, and collaboration, helping decorators adapt to a future where print‑on‑demand revenues are projected to keep growing dramatically.