When Optimum Signs decided it was time to boost capacity and keep pace with growing demand in the hospitality sector, its immediate plan was simple: buy a second Kongsberg digital cutting table to work alongside the existing one that had served the business so well. Robust, proven and familiar, it was almost the automatic choice.
However, the plan took a different turn when its long-time production supplier, CMYUK, introduced Optimum to the new generation JWEI SG 3216 digital cutting table.
What began as a courtesy visit to CMYUK’s demonstration and training centre in Shrewsbury, quickly became a significant moment in the company’s evolution, particularly for its fast-growing interiors work for restaurants and hospitality brands.
Optimum needed extra cutting capacity to support a busy production schedule and the rapid take-up of its Wallscape interiors product. It wanted an extra cutting table as an overflow machine, relieving pressure from the existing Kongsberg.
JWEI outperforms expectations on speed and precision
Seeing the JWEI SG 3216 in action completely transformed the company’s expectations. “I wasn’t planning to buy a JWEI. I went to see it almost determined to stick with another Kongsberg, but when we actually saw it in action, it was a different story. The JWEI was cutting our Wallscape panels faster than the Kongsberg, the XY axis speed was impressive, and the focused vacuum system did a better job of clearing swarf than anything we’d seen. That first look at the machine genuinely surprised us and made us rethink our decision,” says Matt Austin, director, Optimum Signs.
Several other technical and practical advantages also stood out during the demonstration. The JWEI’s high-frequency powerful milling unit was a critical factor. It enables precise, repeatable cutting of panels, grooves, and bespoke shapes that define the look and performance of Optimum’s Wallscape installations.
The JWEI’s automatic tool changer also delivers reduced operator intervention, adding a new layer of efficiency to working practices. Once a job is set up, the JWEI continues to run a sequence of cuts with minimal interruption, freeing up staff for other tasks, supporting a smoother, more continuous production flow.
Another small detail cited by Matt is the JWEI’s red crosshair laser that provides a visual guide for board positioning. It’s a modest feature but one that helps operators set up jobs more quickly and accurately, improving day-to-day usability of the equipment.
Bespoke Wallscape panels for hospitality interiors
Optimum’s own Wallscape range sits at the heart of its growing interiors offering. Developed in-house, Wallscape is a versatile decorative panelling system designed to give architects, designers, and hospitality brands greater creative freedom when developing interior spaces.
The JWEI plays an important role in Wallscape production, providing the speed, accuracy, and flexibility to create fully bespoke panels in a wide variety of formats, including slats, waves, geometric patterns and custom designs, all manufactured to project-specific dimensions.
Available in an extensive range of finishes, Wallscape combines strong visual impact with the practical performance required in demanding hospitality environments. The panels are waterproof, mould resistant, and Class B fire rated.
As an interior-only solution, the Wallscape solution has become the signature product for restaurants and hospitality spaces where durability and design impact share equal importance. In practise, this capability has positioned Optimum Signs as a one-stop interiors partner for brands.
For major clients such as the American-style chain, Wingstop UK, Optimum supplies Wallscape panelling, single-piece wall coverings, printed tabletops, and signage in a cohesive interiors package, all supported by the JWEI’s cutting precision and speed.
CMYUK assurance and future growth
For Optimum Signs, the confidence in the JWEI brand has been underpinned by CMYUK’s involvement. As an established partner, CMYUK provided not only the machine but also the reassurance of installation, training, support, and an honest appraisal of what the JWEI could deliver.
Knowing that a trusted supplier was standing behind the platform helped Optimum Signs embrace the JWEI as a core part of its production strategy.
Preston-based Optimum Signs has grown into a specialist provider to the restaurant and hospitality sectors. Its client portfolio now includes national and international brands, and a product mix that provides external signage, alfresco solutions, and interior schemes.
The move into a larger facility, the expansion of the team and the development of product lines such as Wallscape, are proof of its forward momentum. The JWEI 3216 is one of the enabling finishing technologies behind the progress, providing the speed, flexibility, and reliability needed to support multi-site rollouts, bespoke interiors, and a growing order book.
Says Matt, “We’ve grown year on year, and the last two months alone have been our strongest to date, right in the middle of a move to a building more than twice the size of the last one. The JWEI is a big part of that story, and once it’s fully bedded in, it will keep our Wallscape production flowing and help us keep pace with the growth we’ve worked so hard to achieve.”
