Office Depot Serious New TUL Pens

tul 5Earlier this year Office Depot announced the launch of a new line of writing instruments by their private brand TUL. The Tul brand was originally created by OfficeMax and later acquired by Office Depot in a merger with OfficeMax. The brand was also featured in my book Fifty2: The My Private Brand Project.

Tul 4Check out the great press kit that Office Depot sent, retailers who want to know how they can grow their brands should take note – this is the way you do it.

Tul1The Serious Ink line of TUL writing instruments features high-quality materials and advanced engineering with clean, thoughtful design.

Tul2“These innovative pens feature premium construction, exclusive design, optimal balance and effortless ink flow,” explained Rachel Tibor, Office Depot, Inc.’s writing instrument expert. “TUL combines intuitive design and outstanding performance to deliver a quality writing instrument, built with sophistication and durability.”

Tul3Customers may choose Serious Ink with TUL pens and mechanical pencils, the fine writing instruments meticulously crafted to keep your ideas flowing. Experience the extraordinary in each of these unique products:

Ballpoint pen provides accuracy and control

Gel pen delivers bold, vibrant color

Rollerball pen offers exceptionally smooth ink flow

Mechanical pencil features a streamlined design for style and comfort

“Only high-quality materials were selected to make TUL writing instruments – then fused together with precision engineering to supply Serious Ink to those who write with conviction and choose to make a statement,” said Tibor. “With refined style and consistently vivid ink, TUL pens are designed to deliver a superior writing experience.”

Assembled and tested by hand and crafted with careful design and impeccable construction, TUL combines high-quality materials and advanced technologies to deliver top performing products. The clean and simple design fits a wide range of personal and professional settings, providing the perfect balance of style and performance.



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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.