OfficeMax Expands Private Brands

Napierville, Illinois based OfficeMax, is expanding desk and workspace selections under its  Brenton Studio and Eastleigh Private Brands to offer customers a selection of stylish, versatile and affordable furniture for the home and office workspaces. The expanded furniture lines complement OfficeMax’s growing potfolio of Private Brand products that also include the DiVOGA, [IN]PLACE, INFUSE and TUL.

Introduced in 2009, Brenton Studio and Eastleigh collections feature state-of-the-art designs ranging from contemporary to traditional to country cottage that are priced competitively to appeal to style-conscious, value-driven consumers.

“Our customers are seeking more stylish, creative home and office furniture options that align with their personality. As a result, OfficeMax has developed the new private brands Brenton Studio and Eastleigh that offer design and product quality our customers desire at a compelling price point,” said Ryan Vero, Executive Vice President and Chief Merchandising Officer for OfficeMax. “In 2010, we plan to continue to seek innovative opportunities to offer new private brands that meet our customers’ evolving needs and help them do their best work.”

Brenton Studio offers transitional and contemporary styles to create a modern and custom look emphasizing unique design touches, quality materials, and attractive hardware that work well in large and small spaces. OfficeMax recently added three new collections – Zentra, Merido and Evanti Collections – under the Brenton Studio brand that also includes the Trulux, Britara and Trovato Office-In-A-Box collections first introduced in June 2009. The Zentra Collection emphasizes a sleek design look accentuated by silver metal frames and tempered glass. The Merido Collection features a dark espresso wood frame and clear glass shelves finished with satin silver metal trim for an extraordinary modern look. The Evanti Collection uses glossy black metal, fashionable chrome accents and clear glass that creates an ultra-modern look.

Eastleigh offers traditional and country cottage styles to create a warm and cozy workspace with beautiful details and elaborate carvings. Eastleigh’s Charlotte Lane writing desk features classic design elements with attention to detail and rich mahogany tones while Eastleigh’s The Lighthouse writing desk offers a country cottage look, complete with antiqued knobs and distressed wood.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.