OfficeMax Puts New Private Brand of Hanging File Storage Boxes [IN]PLACE

OfficeMax is launching a new collection of storage boxes under its [IN]PLACE Private Brand. [IN]PLACE Hanging File Portable Storage Boxes. The collection features a new compact design for storage and portability and easy-glide file rails that allow for organization and easy access to commonly used files. Offered in white or kraft, the box is made of durable corrugated materials constructed with 80% post-consumer recycled content and features an attached flip-top lid for simple closure.

“We’re redefining organization through our [IN]PLACE product line by adding superior designs and features to classic office products that enable our customers to maintain organization and increase productivity,” said Ryan Vero, Executive Vice President and Chief Merchandising Officer for OfficeMax. The [IN]PLACE storage box collection was designed in response to research with business customers, which identified unmet needs that led to easy-glide rails for ease of use and compact size for portability. OfficeMax will continue to conduct customer research and make product enhancements to deliver more innovative, affordable products through its private brands.

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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.