Staples Private Brand Wins CES Innovations 2012 Design and Engineering Award

Framingham, Massachusetts based office supply retailer Staples, announced that it has been named an International CES Innovations 2012 Design and Engineering Awards Honoree for their Private Brand high-speed shredders. Products entered in this prestigious program are judged by a preeminent panel of independent industrial designers, engineers and members of the media to honor outstanding design and engineering in cutting edge consumer electronics products across 32 product categories. Many retailers talk about innovation it is nice to see truly innovative products actually being created and marketed by retailers. Staples is to be commended for this achievement.

The new Staples High-Speed Shredders shred two times faster than Staples’ previous versions. The superior performance means you can shred confidential information in less time, thus giving time back to the user while still securely destroying personal information. Perfect for small businesses, the cross-cut shred size helps ensures private information stays private. The unit is also able to shred credit cards, CDs and DVDs.

In a recent small business survey, Staples Private Brand products were rated the most trusted brand in office products. In addition to the Staples high-speed shredders, the brand has a wide assortment of products across office supplies, technology, furniture and facilities, and it is known for guaranteed quality, exceptional value and smart design.

“As the most trusted brand in office products, our goal at Staples is to make it easy for small businesses and consumers to be successful in the workplace and home office by providing them with quality tools and products,” said Dave D’Angelo, senior vice president of Staples Brand Group. “We’re honored to be recognized by CES amongst a competitive field of premium products.”

The prestigious Innovations Design and Engineering Awards are sponsored by the Consumer Electronics Association (CEA), the producer of the International CES, the world’s largest consumer technology tradeshow, which has been recognizing achievements in product design and engineering since 1976. The Best of Innovations honor is awarded to the products with the highest judges’ scores and will be featured in the Innovations Design and Engineering Showcase at the 2012 International CES.

The Innovations entries are judged based on the following criteria:

  • Engineering qualities, based on technical specs and materials used
  • Aesthetic and design qualities
  • The product’s intended use/function and user value
  • Unique/novel features that consumers would find attractive
  • How the design and innovation of the product compares to other products in the marketplace

The new Staples 12- and 16-Sheet High Speed Shredders will be displayed at the 2012 International CES, which runs Jan. 10-13, 2012 in Las Vegas, Nev. Honorees will also be displayed at CES Unveiled: the Official Press Event of the International CES from 4-7 p.m. on Sun., Jan. 8 in the Venetian Ballroom of the Venetian Hotel.

Products chosen as Innovations honorees reflect innovative design and engineering of the entries. Examples of such entries may include the first time various technologies are combined in a single product or dramatic enhancements to previous product designs.

Innovations 2012 Design and Engineering honoree products are featured on, which lists product categories, as well as each product name, manufacturer information, designer, description, photo and URL.

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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.