Retail Industry
Industry: Email Alert RSS FeedOffice Max introduces own line of pens, markers.(the Private eye)
Private Label Buyer, October, 2006
With the help of a wide range of innovative advertising and guerilla marketing tactics, Office Max launches it first private label brand built from the ground up. Designed to look expensive and sell at a reasonable price, the initial products in the new TUL line include a selection of "Modernist Design" pens and dry-erase markers.
The pens are sleek and silvery with brass tips and a unique barrel design, intended to resemble and feel like elite, high-end writing instruments. The packaging also is distinctive and described by Office Max as "deliberately clean and sophisticated."
While private label items are not unusual in office supply stores, Office Max believes that this is the first instance when the retailer not only is the sole distributor of a...
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