Expanding house brand a win-win for dealer groups.

 

UK dealer group Integra Office Solutions has announced the re-signing of a five-year trademark licensing agreement with Office Brands for the Initiative line of office products. 

 

The license provides Office Brands with an extension to its exclusive trademark rights within Australia for the group's expanding Initiative range.

 

According to Integra, since its introduction in 2018, Initiative has grown to be the highest revenue brand for Office Brands, accounting for more than 13 per cent of total catalogue product sales. 

 

The product range has steadily increased from the 220 sku’s at launch to over 270 today with further products in the pipeline.

 

Andrew Gilbert, head of merchandise and marketing at Office Brands, commented: Office Brands is extremely pleased with the success of the Initiative brand over the last five years and is looking forward to further growth in this critical brand in our portfolio. 

 

“Our engagement with Integra has proven to be mutually beneficial to both of our organisations and our extension of the Initiative license agreement secures us both with great opportunities in the future,” he said.

 

Aidan McDonough, CEO at Integra’s, added “We are delighted to be working with the team at Office Brands and to see the success the group is having with Initiative in Australia. We look forward to continuing our partnership in 2021 and beyond.”