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Staples in big brand revamp; rolling out more private labels

Office products giant Staples Inc. is getting down to business with a brand revamp that includes a big focus on its “worklife” positioning.

As part of the revamp, the retailer replaced its signature slanted L logo with a streamlined mark whose main component is an actual staple. The new modernized icon is meant to reflect Staples “brand evolution and the enhanced experience it is delivering to its customers,” the company said. It also is a more literal representation of the Staples name.

“Our new logo is symbolic of the commitment we are making to our customers: They are innovative, forward-thinking problem-solvers, and it’s important for them to know that we are, too,” said Marshall Warkentin, chief marketing officer, Staples.

The logo is also one component of the brand overhaul, which includes the debut of an interactive digital experience designed to connect business customers to products and solutions in a variety of ways, from intelligent content and peer recommendations to intuitive shopping and buying tools. It also features a product solution guide, called “The Loop,” for business professionals. Staples will also launch new pages on Twitter, LinkedIn, Instagram, and Facebook, with a new hashtag of #WorklifeSolutions.

In addition, Staples unveiled five private label brands, each targeting a specific business need: Tru Red (business essentials such as pens, notebooks, and shredders), NXT Technologies (connective solutions for business teams), Coastwide Professional (professional-grade facility supplies), Union & Scale (furniture and décor), and Perk (breakroom products). Additional products from each brand will be introduced throughout 2019.

In explaining the brand revamp, Staples said it is committed to helping business professionals make their workplaces more productive and connected, and to provide products and services designed to help inspire colleagues to do their best, most creative work. The recognition that work can be more than just a job, but rather a career fueled by purpose, people and fulfillment, is what Staples refers to as “worklife”.

“Our customers deserve more than just an algorithm for ordering products for their business,” said Sandy Douglas, Staples CEO. “They are creative, collaborative, idea-driven professionals, and the go-to person for their workplace. Our team’s role in their success is to provide product and service solutions at great prices, and to understand their business needs.”

Staples said plans to introduce new features for its retail business in the future.

Staples Launches New Digital Label and Packaging Offering With HP Indigo Presses

PALO ALTO, CA–(Marketwired – Oct 17, 2013) – HP (NYSE: HPQ) today announced that Staples Print Solutions, the printing division of Staples Advantage, has transformed its printed label and packaging offerings with the installation of two HP Indigo WS6600 Digital Presses.

Growth in Staples’ prime label and flexible packaging business has fueled greater demand for digital production from customers interested in shorter printing runs and higher levels of customization. To meet this demand, Staples is expanding its label and packaging manufacturing beyond the conventional flexographic presses in place today to include a fully digital workflow that reduces waste, decreases turnaround times and improves color consistency.

“Staples is a leading U.S. print manufacturer and solutions provider with a growing label and packaging business,” said Jeff Crump, vice president and general manager, Staples Print Solutions. “HP’s dominant position in the digital press industry and the quality of HP Indigo output enables Staples Print Solutions to confidently extend its digital label and packaging offerings, exceeding customer expectations.”

The HP Indigo WS6600 Digital Presses are installed in Staples Print Solutions manufacturing facilities in Wichita, Kan. and Fresno, Calif. The new digital solutions expand Staples’ product and service offering, which currently includes labels, flexible packaging, commercial print, corporate brand identity, custom forms, digital copy and print, prepress and design services, kitting and fulfillment, as well as nationwide distribution.

“The HP Indigo presses are important to our strategic plan to drive growth within the prime label and packaging categories,” said Crump. “With the installation of the new presses now complete, our label and packaging output provides flexibility and added value to Staples Print Solutions’ customers.”

The web-fed HP Indigo WS6600 Digital Press prints at a top speed of 130 linear feet per minute in Enhanced Productivity Mode, generating labels and packaging with outstanding quality at the highest crossover point versus analog for most jobs. The press also supports a broad media range, so Staples can print on a variety of synthetic and paper substrates from 0.5 to 18 points thick. Additionally, HP Indigo matches up to 97 percent of the PANTONE® color gamut with a maximum of seven ink stations on the press, enabling it to produce eye-catching and distinctive labels and packaging applications that meet the demands of the world’s leading brands.

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“The label industry is quickly moving to a digital printing environment, bringing the benefits of short runs and customization to clients, while maintaining a high level of quality,” said Jan Riecher, vice president and general manager, Americas Graphics Solutions Business, HP. “With the installation of two HP Indigo WS6600s, Staples can broaden its label and packaging offerings to meet the needs of its customers and further expand its reputation as a top print provider.”

New HP Indigo presses expand relationship
The HP Indigo WS6600 Digital Presses expand HP and Staples’ existing relationship, bringing Staples’ customers a broad variety of high-quality printed output. Staples currently uses HP Designjet large-format printing equipment, including the HP Designjet Z6200 Photo Printer, in many of its print operations across the United States and Europe. Staples also uses the HP Latex 260 Printer (formerly the HP Designjet L26500 Printer) at its production center in the Netherlands for outdoor printing needs.

Additional information about HP digital printing solutions is available at, on the HP Graphic Arts YouTube channel,, or through the HP Graphic Arts Twitter Feed, www.twitter. com/hpgraphicarts.

About HP
HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. With the broadest technology portfolio spanning printing, personal systems, software, services and IT infrastructure, HP delivers solutions for customers’ most complex challenges in every region of the world. More information about HP is available at

PANTONE® is a property of Pantone, Inc.

© 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.

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Staples Undergoes Massive Rebrand

Staples, Inc., parent of Top 40 distributor Staples Promotional Products (asi/120061), has undergone a massive rebranding effort this year.

Now billing itself as “The Worklife Fulfillment Company,” the Massachusetts-based corporation has updated its logo, rolled out a new social media campaign and created five new internal brands. Staples launched the reboot during its 2019 Sales Conference last month in Orlando, FL, attempting to change its public perception from simply selling calculators and copy paper to becoming synonymous with all aspects of the office.

“The workplace is changing dramatically,” Sam Krause, manager of strategic research & projects at Staples, told Counselor. “Customers depend on us to be successful in more ways and in more environments than ever before. We need to ensure we’re helping customers create more productive, inspired and connected workplaces, however, wherever and whenever they work.”

Staples has ditched its previous logo of an “L” shaped like a bent staple, which was in use for more than 25 years. Now the staple has been flipped around into a table or the ridged part of a light bulb or the Wi-Fi signal strength bar, depending on your imagination. “It demonstrates our flexibility as a solutions provider to make you more productive, connected and inspired,” Krause says.

As part of the brand refresh, Staples has also created several in-house labels to fuel sales growth, Ad Age reported. The new brands include TRU RED for office supplies, Nxt Technologies for internal tech services, Coastwide Professional for providing facility supplies, a furniture collection known as Union & Scale and a soon-to-be-released brand Perk, which will sell products for office breakrooms. Staples has also launched a new guide for all of its products called The Loop.

The TRU RED line features “squircles,” new writing instruments that are designed in a more ergonomic shape so they won’t roll off your desk. Also included in the new line are gel pens, permanent markers, dry-erase markers, highlighters, various types of journals and notebooks, non-stick coated scissors, stackable desk organizers and shredders with adjustable cord management. Staples’ merchandising team developed multiple digital solutions to provide an advanced online shopping experience, creating videos to support the launch of merchandise tied to the new branding.

“Staples has always offered a proprietary line of business essentials – TRU RED is a total overhaul of this line,” Krause says. “Everything in the TRU RED line is smartly designed to be a better tool and contribute to a better solution for our customer. Everything is tweaked to emphasize better form and function.”

Check out the behind the scenes work that led to our new look. #StaplesLife #WorklifeSolutions

— Staples Careers (@StaplesCareers) May 3, 2019

Although the TRU RED line is strictly for retail purposes, Staples’ executive team designed promotional products to stir buzz regarding the brand transformation. The merchandising team designed and sourced driver uniforms, marketing team necessities, event kick off giveaways, merchandise kitting, an associate merchandise collection and more. The giveaway bags included a collection of TRU RED and NXT retail items as well as promotional items such as branded apparel, custom socks, lapel pins and drinkware.

“As we do with any customer, we curated products that provide sustainable, brand-correct impressions,” Krause says. “We made sure the brand merchandise investment directly extended the much larger investment. Creative merchandising amplified the whole brand launch experience for everyone.”

To promote the new offerings and branding, Staples has rolled out new social media pages on Facebook, Twitter, Instagram and LinkedIn, encouraging followers to use the hashtag #WorklifeSolutions.

Share one of your personal or team goals around #productivity. Then see how our #WorklifeSolutions can help:

— Staples (@Staples) May 6, 2019

So far, customers have responded very positively to Staples’ rebranding effort, Krause says. “Instinctively, I think we all know there’s a lot less separation than there used to be in our work and personal lives,” he says. “The home office and the office at home are not as different anymore. We all want tools that help us be more productive and inspired wherever we are. The new brand’s promise to help our customers this way seems to really resonate.”

The rebranding effort comes in the midst of Sycamore Partners, the private equity firm that owns Staples, loading more debt onto the company. Staples is now on the hook for an additional $130 million in annual debt payments following a dividend recapitalization executed by Sycamore Partners, according to a report from Bloomberg.

With reported 2017 North American promotional product revenue of $592.9 million, Staples Promotional Products ranked second on Counselor’s latest list of the largest distributors in the industry. The new list debuts in July.



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