Sawgrass Revolutionises Decoration with VersiFlex Launch
Sawgrass Technologies, the American digital decoration solutions provider, and its UAE-based partner iTrading DWC LLC, hosted the “One Day” Launch Event on 14 January 2026 at Rove Hotel, Dubai Expo City, to unveil their innovative VersiFlex technology.
The VersiFlex launch event was met with strong interest and participation from attendees, notably attracting dealers, small business owners, creators, and existing sublimation users. Many attendees expressed significant excitement to see firsthand the expanded decorating possibilities and how the technology can be applied across multiple product types. Discussions highlighted both creativity and commercial potential, showing that the community is ready for next-generation decorating tools.
Technology Analysis: The “NO COMPETITION” Claim
The event introduced what the companies described as a patented technology with “NO COMPETITION” in the market development space, aimed at revolutionising decoration on various surfaces. VersiFlex is built on a completely new decorating technology designed from the ground up to combine the benefits of multiple decorating methods, including sublimation, Direct-to-Garment (DTG), Direct-to-Film (DTF), and Heat Transfer Vinyl (HTV), while eliminating many of their traditional limitations. Its patented system uses specialised inks and transfer papers to enable printing on a wider range of materials such as cotton, uncoated wood, ceramics, and more, all from a single system.
Core Advantages of VersiFlex Technology
The primary advantages of the VersiFlex technology are numerous and impactful. The system offers unmatched versatility, supporting printing on a wide variety of items like cotton, wood, mugs, and sublimation blanks, without the need for multiple machines or decorating methods. It provides broad fabric compatibility, allowing users to decorate over 20+ fabrics, including natural fibres and blends, with vibrant results that hold up through washing. The equipment is fully sublimation ready, which means traditional sublimation products can be created using the same system used for VersiFlex applications.
A streamlined workflow simplifies production by reducing equipment, materials, and process complexity, helping lower overhead and inventory needs. Users can expect reliable, professional results that deliver vibrant, durable prints with a soft hand feel, fine detail, and wash fast performance.
From an environmental standpoint, the materials are cleaner and safer, utilising non-carcinogenic ingredients and generating less waste than many traditional decorating workflows. Finally, the technology features self-weeding prints, where only the printed design transfers, making it ideal for fine text and consistently scannable QR codes.
The dual focus on sustainability and precision positions this solution as a notable advancement for the market. Industry experts from both companies demonstrated the product’s unique capabilities during the event, with attendees having the opportunity to receive on-site samples, enjoy refreshments, and learn how this new technology could expand their market possibilities.
Target Market Segments and Expanding Opportunities
VersiFlex is positioned for a broad range of users. These include industrial printing companies looking for an easy way to offer high quality, custom décor solutions on a larger scale; small business owners looking to diversify product lines; custom apparel decorators seeking new materials beyond polyester; and promotion and event merchandisers expanding into wood, drinkware, and décor.
As the system supports multiple surfaces, it enables businesses, small and large, to enter new categories (e.g., home décor, signage, gifts) without investing in multiple dedicated machines.
