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Office Max Pushes PL Into National Brand

May 29, 2012
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Last week, Naperville, Ill.-based OfficeMax announced that it would expand its premium private label brands into national standalone brands.

The announcement came at the National Stationary Show in New York, and will involve the company’s premium private label brands, DiVOGA and TUL. The goal, OfficeMax said, is to make the products available to a wider retail audience.

Until now, the design-based office products brands were available only through OfficeMax stores and a handful of retailers who chose OfficeMax to manage their office supply category.

The company originally launched its TUL line in 2006, and added DiVOGA to the portfolio two years later.

The TUL line includes pens and dry-erase markers, along with products such as scissors, staplers, and tape.

The DiVOGA collections include office accessories from file folders to coordinating desktop organizers. The collections include White Quilted, Brown Croc, Catherine, and Black Patent.

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