“Get Your Scrant on.” with Private Brand Paper

Yesterday, office supply retailer Staples announced that its website Quill.com has reached a licensing deal with NBC Universal to create a Private Brand using the Dunder Mifflin brand name made popular on the popular TV series “The Office.”

“When you think about Quill.com, we are a small player within a very large industry of brands,” Sergio Pereira, chief marketing officer of Quill.com, said in a phone interview with the International Business Times Monday afternoon. “We were looking for ways to take a category that was being commoditized and find a way to compete with a differentiated product. We wanted a product that would be interesting and fun and would also be a good value.”

According to an article in the The Wall Street Journal, Comcast Corp.‘s NBC Universal will receive about 6 percent of any revenue Quill.com gets from paper sales under the Dunder Mifflin brand name. The license runs for two years, but it can be extended if established revenue and sales aims are reached.

Dunder Mifflin packages will be sold for a premium price and will contain slogans famous to the show, including, “Our motto is, ‘Quabity First'” and “Get Your Scrant on.”

Quill.com will sell the cases of paper for $34.99 each, which marks a step up from its cheapest case of $30 but is also well below its higher-priced cases of $70 to $80, Pereira said.

To promote the new deal and its new brand, Quill.com will launch the Twitter handle @DMpapertruck. And on Dec. 13, the company will send trucks around New York, Chicago and Los Angeles to deliver paper throughout the three cities.

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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.