New Private Brand Collection Debuts at OfficeMax

Naperville, Illinois based office supply retailer OfficeMax is introducing the springtime collection of its DiVOGA its fashion forward Private Brand of desk products and accessories. The new collection will feature its limited edition Botanica. DiVOGA’s Botanica pattern blends fresh floral design with vintage sophistication. Its green hues and chrysanthemum blossoms set off by a deep black create a rich color palette with subtle textured effects that bring springtime to the workplace.

“Through customer research, we’ve learned that today’s consumers take a great deal of pride in their workspaces and seek more inspired, personalized options when outfitting their desks with new products and accessories,” said Ryan Vero, executive vice president and chief merchandising officer for OfficeMax. “Our limited edition DiVOGA patterns offer fashion-forward pieces that enable customers to keep up with the latest trends while showing their style and personality at work.”

Featuring a modern design and color palette, DiVOGA Botanica was designed to capture the essence of spring and breathe new life into work spaces nationwide. DiVOGA journals, memo pads, pencils and retractable gel pens satisfy stationary needs while picture frames, mouse pads, ribbon boards and business card cases add a personal touch to any workspace. The line also includes a laptop sleeve and tote bag to affordably provide consumers’ most-used work accessories with an updated look.

DiVOGA first launched in October 2008 as one of OfficeMax’s inaugural Private Brands. OfficeMax has positioned the brand as a fashion forward addition to the office supply and accessory category and has followed fashions lead by regularly introducing new collections. OfficeMax continues to expand its selection of innovative, affordable products through its collection of private brands, which include INFUSE, TUL, [IN]PLACE, [IN]PLACE SYSTEM by Peter Walsh, Brenton Studio, Eastleigh, and ENGAGE.

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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.