OfficeMax Launches Second Generation of TUL Private Brand Pens

Naperville, Illinois based office supply retailer OfficeMax announced Friday its second-generation line of pens from its TULPrivate Brand. The line of pens includes four new products that uphold the brand’s reputation for delivering performance-driven and sophisticated designs.

“Over the past eight years, TUL has become the preferred premium brand of writing instruments and desk accessories for many of our customers because of the great design, performance and value it provides,” said Ronald Lalla, executive vice president and chief merchandising officer at OfficeMax. “Our new collection of TUL pens provides both consumers and business customers with multiple designs that deliver exceptional writing experiences time and time again.”

Sophisticated Design. Outstanding Performance.
Quality-tested for superior performance, the new pens are now available in OfficeMax stores nationwide and at in single-and multi-packs. Suggested retail prices range from $1.99 (single pens) to $20.99 (12-pack). The new line of products includes:

  • Retractable Gel Pen – provides skip-free writing with an extra-long rubberized grip that delivers greater comfort and control. Ergonomic design gives optimal balance and writing precision. Available in medium, fine and needle point.
  • Rollerball Pen – quick drying ink reduces smearing; a precision writing tip enables sharp, accurate writing; and the ergonomic design provides optimal balance and writing precision. Available in medium and fine roller points.
  • Retractable Ballpoint Pen – super smooth ink reduces drag and can help lessen writing fatigue. The pen’s rubberized grip provides writing comfort and control. Available in medium and fine points.
  • Marker Pen – a fiber tip enables precision writing and quick-drying ink reduces smearing. Available in medium and fine points.

TUL is a Private Brand of writing instruments and desk accessories launched by OfficeMax in 2006. The company’s inaugural Private Brand, TUL features a selection of sophisticated pens, pencils, markers, highlighters and desk accessories, including staplers, scissors and tape dispensers. The second-generation line of TUL pens and other TUL brand products are available at OfficeMax stores nationwide and at

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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.