Private Label Buyer

OfficeMax Adds To Private Brand Line

July 1, 2013

OfficeMax announced Monday that it would expand its private label writing products line by 75 percent, adding new pens, highlighters, mechanical pencils and markers.

The expansion comes along with advances to additional writing products within OfficeMax’s current private label line, the company said in a news release, expected to deliver improved quality and style.

“We’ve heard from our customers that they are seeking a value alternative to national brand writing supplies, while maintaining quality,” said Kim Feil, executive vice president, chief marketing and strategy officer at OfficeMax, in the release. “Our expanded OfficeMax private brand of pens, mechanical pencils, markers and highlighters provides consumers and business with a greater selection of quality and contemporary writing solutions that maximize every dollar.”

The new and re-styled line will include:

Pens – Featuring new design ballpoint pens in stick and grip styles; and gel pens in grip and retractable grip styles with a new high-quality ink system that delivers a smoother, more reliable ink flow.

Highlighters – Including gel, liquid and erasable highlighters, as well as pen-style and desk-style chisel tip highlighters.

Mechanical pencils – Featuring new designs that include assorted barrel or grip colors, and top and side advance features. All pencils are available in 0.5mm and 0.7mm lead sizes.

Permanent markers – Including new pen-style markers with fine point tips and desk-styles markers with chisel tips.

“Our new and re-styled OfficeMax brand writing products round out our private brand solutions to meet a variety of price points and writing needs for our customers,” said Ronald Lalla, executive vice president, chief merchandising officer at OfficeMax, in the release. “Our premium TUL brand of writing instruments features superior performance and ergonomic design, while our OfficeMax private brand line of writing products delivers quality at a value price point.”

OfficeMax pens refresh