OfficeMax Expands Private Brand Writing Products

Office max penNaperville, Illinois based office supply retailer OfficeMax today announced it has expanded its line of OfficeMax private brand writing products by 75 percent with new pens, highlighters, mechanical pencils and markers. The expansion coincides with advances to additional writing products within the private brand line to deliver improved quality and style to customers. Each of the OfficeMax private brand writing products has been developed to deliver the quality and performance of major national brands at OfficeMax value prices.

The move comes in the midst of a  $1.2 billion from Boca Raton based Office Depot that will result in the merger of the two retailers. Merger will be voted on Monday, July 10 for by their respective shareholders.

“We’ve heard from our customers that they are seeking a value alternative to national brand writing supplies, while maintaining quality,” said Kim Feil, executive vice president, chief marketing and strategy officer at OfficeMax. “Our expanded OfficeMax private brand of pens, mechanical pencils, markers and highlighters provides consumers and business with a greater selection of quality and contemporary writing solutions that maximize every dollar.”

“Our new and re-styled OfficeMax brand writing products round out our private brand solutions to meet a variety of price points and writing needs for our customers,” adds Ronald Lalla, executive vice president, chief merchandising officer at OfficeMax. “Our premium TUL brand of writing instruments features superior performance and ergonomic design, while our OfficeMax private brand line of writing products delivers quality at a value price point.”

Quality-tested to meet the writing performance of national brands, the new OfficeMax private brand pens, mechanical pencils, highlighters and markers are now available in OfficeMax stores nationwide and at OfficeMax.com in an assortment of ink, tips, barrel colors and quantities. The new and re-styled OfficeMax private brand line of writing products includes:

  • Pens – featuring new design ballpoint pens in stick and grip styles; and gel pens in grip and retractable grip styles with a new high-quality ink system that delivers a smoother, more reliable ink flow.
  • Highlighters – including gel, liquid and erasable highlighters, as well as pen-style and desk-style chisel tip highlighters.
  • Mechanical Pencils – featuring new designs that include assorted barrel or grip colors, and top and side advance features. All pencils are available in 0.5mm and 0.7mm lead sizes.
  • Permanent Markers – including new pen-style markers with fine point tips and desk-styles markers with chisel tips.


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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.