As expected, Corporate Express Australia is to rebrand as Staples, the name of their parent company. Here’s part of the announcement just sent to customers:
Transition to Staples name and brand.
From Monday 29 October, Corporate Express will commence trading as Staples Australia.
Bringing our local operations further in line with our international operations means that you will benefit from a broader range of products, greater value due to strengthened global sourcing capability, and enhanced ordering and reporting processes and technologies.
Staples is the world’s largest office products company and a trusted source for office solutions. With annual sales of $25 billion, 88000 staff and a presence in 26 countries throughout the world – Staples provides products, services and expertise in the categories of office supplies, technology solutions, business furniture, print solutions, promotional marketing, kitchen supplies and facility solutions.
I am certain more changes will follow as Staples plants more feet on the ground in Australia. The implications for any business selling stationery will be wide-ranging.
From what I can understand, CE/Staples has been hit hard by the GFC and is now looking for easy targets, B2C and smaller B2B customers. Staples is a retail brand in USA and CE was B2B here in Australia. The new Australian head of operations is a Staples USA guy, so may want to look at developing a retail channel. Staples already uses a website for online ordering, and mnay go down the path of offering a big box retail store, a la America. This may create a price war with Officeworks in which all independent stationery retailers will be affected. Interesting times indeed.
You mention office works , in a price war they would loose out .hop on there web site price a few items and you will soon see there prices are high and sometimes not even close
It’s not about price. Newsagencies are cheaper yet consumers think we are expensive. It’s about perception around a national retail brand. Staples will win.
Anyway if the want a quick win they should just buy GNS and use as as their storefronts. Staples’d be a cool shingle to have over our door.
From what we’ve heard about GNS Christmas sales this year there’s more than a few reefs on their course.
Dear Azeem,
I don’t think for a second GNS would have any relevance to their business – now or ever! Perhaps we can have a chat about how this “shingle” would impact this channel. I don’t think it would be as “cool” as you think it might. Perhaps Officeworks is a much better option….
As far as reefs are concerned, despite the clearly humourous maritime references, we are far from seeing reefs on our course. Again – anytime you wish to get a true persepective on what our course is, please let me know – I’m more than happy to enlighten you. Arrrr…..