OfficeMax 2010 Annual Report Download - page 6

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IV | 2010 OFFICEMAX ANNUAL REPORT
GAINING MOMENTUM THROUGH PRIVATE BRANDS
Designed by Offi ceMax.
®
Made for our customers.
Extensive research shows that 48% of all privately held U.S. fi rms are owned by
women. Seven out of 10 new businesses are started by women. And, 80% of all
purchasing decisions are made by women—which means women control most
offi ce supply purchases.
Several years ago, we began to explore women’s buying tendencies and
the products they desire. Out of this research, we considered the best way
to offer stylish products that inspire work and increase effi ciency, all at a
beautiful value.
Enter private brands: We designed and launched 15 new brands (in addition
to our previously established Offi ceMax® brand), most created with a female
consumer in mind. Beginning with TUL® writing instruments and desktop
accessories, our collections have expanded to include everything from fi ling
essentials and mailing items to presentation boards, portfolios and furniture.
The rapid growth and popularity of these brands have allowed us to sell
them in Offi ceMax stores, in our catalogs and now, to other retailers through
our store-in-store concept. Because Offi ceMax develops the products from
initial design to sales point, we deliver a high-quality product for a competitive,
lower price.
CREATED 15 NEW
BRANDS, WITH
1000’s OF PRODUCTS
BUILDING BLOCKS
FOR OUR BRANDS
INSPIRATION
STYLE & DESIGN
ORGANIZATION
& EFFICIENCY
VALUE
EXPERTISE & TRUST
TUL WON TWO
PRESTIGIOUS
INTERNATIONAL
DESIGN AWARDS
IN 2007.
SOURCES:
Center for Women’s
Business Research
and fastcompany.com
The perfect blend of style and function, TUL writing
instruments and desktop accessories help you create
beautiful work while adding a little class to your
desk top.
The [IN]PLACE® Innovative Binder Series features three
binders, fi ve color inserts and ten accessories, all
available to mix and match—resulting in a professional,
customized binder. Our entire [IN]PLACE collection
offers a variety of fi ling solutions.
®