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Staples unveils new A/NZ brand name

Staples unveils new A/NZ brand name

Staples A/NZ has revealed its new name and a new solutions-focused strategy

The Staples brand name across Australia and New Zealand (A/NZ) will be replaced by Winc from 4 September, alongside a new strategy aimed at focusing on the company’s solutions business.

News of the changes comes roughly five months after private equity investment firm, Platinum Equity, struck a deal to acquire the office supplies and IT services company’s local business.

Following the transition to new ownership, the divested business continued to operate under the Staples brand on both sides of the Tasman while a new corporate brand was created.

Now, under the new brand name, Winc, which is a portmanteau of ‘work’ and ‘incorporated’, the company is set to break away from its traditional product offering to focus more on the solutions business for which it has gained a reputation in the local market.

“This brand is designed to bring a breath of fresh air to an industry that has been historically quite traditional and predictable,” Staples A/NZ CEO, Darren Fullerton, said. “It represents our shift from offering products to providing solutions and inspiring a better way for workers and learners to get things done.

“By its nature, it also gives us the ability to flex and add adjacent solutions and offerings to meet our customers’ needs both now and into the future,” he said.

The company, which refers to its new identity as a “challenger” brand, already serves over 26,000 customers in industries across A/NZ, including some of the countries’ largest financial institutions, telcos, healthcare providers and universities.

In the words of the company, the new name is meant to represent a “fun and deliberate breakaway” from traditional competitors, representing its focus beyond office products and its intention to meet the changing needs of the market.

In addition to the new identity, the company has also announced a new significant investment boost in its supply chain, digital experience, and a new offering to give customers’ data driven insights into their businesses.

“We are also investing in a best-in-class digital experience, complete with artificial intelligence and full automation to remove friction in the cart process and provide smart insights to customers,” Fullerton said. “Our competitive edge sits in our deep domain expertise.

“With our new customer insight report, called The Winc Review, we will provide a new level of insight and data for our customers into their own supply chain, innovation, compliance, cost management and sustainability.

"This information will in turn allow them to improve the overall health of their business in these critical areas."

The company has also revealed plans to further “strengthen” its last mile delivery model in a move aimed at setting it apart from competitors in the local marketplace.


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