Dealer group plans new corporate identity ahead of forecast Choice merger.

 

Dealer group Office Brands has announced plans to drop the Office National, Office Products Depot and O-Net brand names and replace them with a single brand, effective 1 July. 

 

At this stage, a new corporate identity is the subject of internal “research”.

 

In a wide-ranging interview this month with Office Products International, Office Brands CEO Adam Joy said: As of 1 July, and transition period aside, there will be no more Office National, Office Products Depot and O-Net – we’ll just have one brand across the board. We’re doing a lot of research right now, trying to understand what our dealers’ customers value in our proposition and then come up with a new suitable name which reflects that feedback. 

 

Joy also stated that the possibility of a merger between Office Brands and rival group Office Choice is “100 per cent”.

 

“There’s no way Office Choice and Office Brands will be operating separately in three years’ time. Whether it’s a merger of equals, an acquisition or whatever, it absolutely needs to happen,” Joy said. 

 

“The things that are going on right now – the government lobbying, the joining together for expos – will lead to us coming together in some shape or form. Brad (Brad O’Brien, CEO of Office Choice) and I have spoken about it and we both recognise the benefit of a combined independent dealer group,” he added.

 

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