Wilson Manufacturing remedies common converting challenges

The demand for speed and quality is challenging label printers like never before. From precision anvil rolls and flexible dies to the newest substrates, converters must assess all factors to ensure the utmost success.

To learn more about how Wilson Manufacturing is working customers through their most common pain points, L&NW sits down with Mike DeVaney, VP of Sales.

L&NW: What are the most common challenges you see with converters?

MD: One of the biggest challenges we see today revolves around substrates and the constant evolution of materials being used in the industry. Much of our innovation focuses on optimizing blade angles, coatings, and surface treatments to identify the ideal combination for each application. Every substrate behaves differently, so achieving consistent cutting performance often requires a highly customized approach.

When a customer introduces a new material, whether it is a different facestock, a thicker substrate, or even a material sourced from a new manufacturer, it can significantly impact cutting performance. As part of our standard production process, every tool goes through testing to ensure it cuts the material correctly before it leaves our facility. Our goal is always to ensure the die performs consistently and reliably in the customer’s production environment, minimizing downtime and maximizing efficiency.

L&NW: How has flexo R&D necessitated innovation on your end?

MD: The rapid pace of innovation in the flexographic industry has pushed us to continuously adapt and improve our tooling solutions. As converters explore new materials, faster press speeds, and more demanding applications, our engineering and production teams must respond quickly with tooling that can keep up with those advancements.

This has driven us to invest heavily in research related to blade geometries, advanced coatings, and surface treatments that improve durability and cutting precision. We are constantly evaluating how our tools perform with emerging substrates and printing technologies to ensure our customers can confidently adopt new materials and processes without sacrificing quality or productivity. 

L&NW: How does Wilson prioritize collaboration with customers to ensure they get the right tool for their unique application?

MD: Customer collaboration is essential to our business and a key to ensuring their long-term success. We work closely with converters to build a detailed understanding of the materials they use, the type of press they operate, and the tooling solutions that perform best in their environment. This knowledge allows us to manufacture tools that deliver reliable, repeatable results every time. Even when two customers are cutting the same material, results can vary depending on press configurations, production speeds, or the material manufacturer. 

L&NW: What role does customer service play for Wilson?

MD: Customer service is truly the heart of Wilson Manufacturing. Our customer service team is the primary point of contact customers have with our company on a daily basis. Our service plays a critical role in building strong relationships and ensuring clear communication throughout every project. Our team is known for responding quickly and serving as the communication bridge between the customer, the press operator, and our production facility. They help coordinate jobs, answer questions, and ensure every project moves smoothly from order placement
to production. What sets our customer service apart is how they respond when customers are under pressure. In urgent situations, our team steps in as a true partner, helping troubleshoot issues and delivering support when it matters most. 

L&NW: What are the pros and cons of using solid versus flexible dies?

MD: The primary differences between solid and flexible dies come down to production speed, substrate thickness, durability, and overall die life. Each option offers distinct advantages depending on the customer’s application and production needs. Flexible dies are typically faster and more cost-effective to produce than solid engraved dies. For converters already equipped with the correct magnetic cylinder, flexible dies can serve as an excellent solution for paper label applications, often delivering similar die life at only 20–30% of the cost of a solid tool.

However, flexible dies can become less effective when working with thicker or more abrasive materials. In those cases, a solid engraved die is often the better choice.

L&NW: What can converters expect from Wilson at LOUPE Americas?

MD: Converters visiting Wilson Manufacturing at LOUPE Americas 2026 can expect to see continued investment in innovation, efficiency, and customer-focused solutions. One of our major recent investments has been a new anodizing line, which is designed to help speed up delivery times while also reducing costs for print cylinders. This investment allows us to improve turnaround times and provide even greater value to our customers. In addition to these advancements, we also have several exciting new projects currently in development. While we are not quite ready to officially unveil all of them, we are extremely enthusiastic about what is coming next for the industry.