Mike Kitz & Office Max Innovates With Private Brand

The October edition of PLMA Live! features an interview with a personal friend of mine Mike Kitz, Vice President of OfficeMax. Mike discusses the work that he has lead at Office Max to differentiate through innovation in their premium Private Brands.

OfficeMax now features more than fifteen premium Private Brands including:

  • TUL products are sophisticated writing instruments and desktop accessories that are made for those who demand precision.
  • DiVOGA desk accessories are always fresh, always fashion forward and always changing. See the latest looks to compliment your style.
  • Bring polish to your presentation with INFUSE; a family of stylish presentation boards and organizational products.
  • Ascend: 1st class mailing envelopes feature a no hassle, peel-and-seal closure as well as post consumer-recycled content.
  • [IN]PLACE is an array of organizational products such as expandable files, hanging folders, binders, notebooks, clipboards and storage boxes that work together to create seamless organizational options.
  • The [IN]PLACE System by Peter Walsh is designed to get your work life in order. A totally portable organization system that reduces clutter and helps boost efficiency.

Watch the interview.



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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.