Go Back to School with Schoolio at OfficeMax

As kids are gearing up to head back to class, Naperville, Illinois based office supply retailer OfficeMax is sending students back-to-school in style through the introduction of its 2010 collection of school supplies under its kid-centric Private Brand, Schoolio. The brand features a selection of fashion-forward, budget-friendly supplies that let students express their personalities and interests while doing their best school work ever.

Offering something for every child, Schoolio products come in a variety of patterns and designs through its three collections: Butterfly Skye, Hearts and Skulls, which include a wide variety of products ranging from notebooks and binders to backpacks, lunch totes and desk sets. Many products also come with unique embellishments, including a mirrored notebook, glittered binders, and charms attached to rulers, keychains and notebooks.

The new Schoolio collections for 2010 include:

  • Butterfly Skye by Schoolio – Butterfly Skye features the ‘Floral Fantasy’ trend with adorable butterflies, flowers and swirly patterns in a garden-style color palette and includes folders, binders, desk accessories, backpacks and lunch totes.
  • Hearts by Schoolio – Hearts features backpacks, lunch totes, binders, notebooks and more with dreamy heart designs and bright shades of pink, purple and green.
  • Skulls by Schoolio – Ideal for the “hard-core” student, Skulls features binders, notebooks, clip boards, calculators and more with the skull and crossbones graphic in a pink and charcoal color scheme.

OfficeMax researched emerging back-to-school shopping trends along with current interests among youth to develop its 2010 Private Brand collection for Schoolio. This month, Schoolio will launch in-stores at OfficeMax nationwide and be featured on special aisle-end displays. Schoolio products will be available at OfficeMax stores during the back-to-school season, and new this year, OfficeMax is expanding its inventory of school supplies to carry a larger selection year-round.

“We have expanded our selection of budget-friendly school supplies through our Schoolio brand that appeals to today’s trend-savvy student that we hope to be a win-win for parents and children when shopping for back-to-school this season,” said Ryan Vero, EVP and chief merchandising officer for OfficeMax. “Our customers have come to expect our extensive assortment of school supplies and appreciate our focus to maintain inventory levels throughout the rush of the back-to-school shopping season and throughout the rest of the school year.”

Throughout the summer, OfficeMax will be offering weekly promotions on school supplies that are accessible on OfficeMax’s Back-to-School website where users can search by zip code for in-store promotions, view school supply lists by grade, or shop directly for school supplies online. In addition to Schoolio, OfficeMax will offer school supplies through its expanding collection of Private Brands, including TUL, ENGAGE, DiVOGA, INFUSE, [IN]PLACE SYSTEM by Peter Walsh, and Peter Walsh you-organized.

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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.