Staples is set to launch “Business Interiors by Staples” – an off-shoot of its parent brand that maintains an external identity as DQ Editor Sophia Watson discovers.

Words by Sophia Watson

“Our market research and our customer portfolio have been telling us that the general market perceives Staples as a stationery supplier,” says Jarad Nass, Staples head of business furniture for Australia and New Zealand. “Whilst the market understands that furniture is part of the Staples portfolio, the broader opinion is that this furniture is generally lower cost, fast moving, transactional furniture that’s more targeted to replacement items rather than project furniture solutions.”

Here, Staples is set to launch “Business Interiors by Staples” – an off-shoot of its parent brand that maintains an external identity. Nass explains: “We have been a business furniture supplier in Australia and New Zealand for nearly 28 years. The market understands that business furniture is part of the Staples portfolio; the current opinion is that this furniture is generally lower cost, fast moving, transactional furniture which is more targeted to replacement items rather than project furniture solutions. Business Interiors by Staples is an extension of this offering.”

The dynamic of the new venture will be focused on supplying contract and project furniture to the commercial sector, either directly to its existing client portfolio or to new markets such as designers, architects and commercial specifiers.

For Staples, cracking the architecture and design market is un-charted territory, a move that can present all manner of challenges. Nass however, explains that the brand has done its homework in educating the new portfolio on the value of Business Interiors by Staples.

“We engaged global market research firm Synovate to review of the Australian furniture market in 2010. The purpose of this was to research which markets Staples (previously Corporate Express until 2012) were best placed to achieve growth, and what factors were driving success. We interviewed suppliers, clients, non-clients, architects, interior designers and buying groups. The research confirmed what we knew; These customers are looking for someone who can offer the necessary expertise, along with a robust supply chain, risk-mitigation strategies, and ability to deliver on time on to budget. With the new brand, our purpose is to give the project furniture solutions business its own identity in the market place, showing the market we are serious about this industry.”

The research and development phase defined a clear goal for the brand, and is now set on a 36-month trajectory target to establish its image and expand its consumer portfolio. “Our aim will be to focus on the mid-market (20-500 employee) organisations,” says Nass. “We want to bring higher-end products and brands to the market that show quality and value, through our buying power and global sourcing capabilities. We want to be a real, cost effective alternative to the existing players.”

BUSINESS INTERIORS BY STAPLES

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