After nearly 12 years in the job, things have not got any less interesting for Office Choice CEO Brad O’Brien.

 

In a wide-ranging interview with OPI, O’Brien (pictured) responds to questions about the group’s acquisition of retiring members’ businesses, its fractured relationship with rival dealer group Office Brands and the postponement of this year’s OPIx trade show. 

 

Below are some edited highlights of the interview. To read the full story go to: https://www.opi.net/magazines/archive/2024/big-interview-transformative-...

 

Acquisition of Rosebud and Global

 

As O’Brien tells OPI’s Steve Hilleard, it was a case of either waiting for the inevitable ‘end game’ or going on the front foot and proactively driving change in an increasingly competitive and consolidating industry environment. 

 

“The integration of Rosebud and Global into the Office Choice family will drive greater operational efficiencies while enhancing our service delivery through combined expertise and resources. We will also pilot programmes with key suppliers with a view to rolling out successes across the group,” he said.

 

“We want to protect the Office Choice footprint and the representation in key markets, but we are not going to buy every business that comes to the end of its ownership cycle.”

 

Office Choice by the numbers

 

“Our 100 plus dealers’ combined revenues are in the $250-$300 million region. 

 

“We remain predominantly B2B – 80 per cent versus 20 per cent." 

 

Why the cancellation of OPIx?

 

Was it driven by a reluctance of some sponsors to fund it?  

 

“Suppliers, rightly so, are looking at ROI, as participating takes significant time, resource and funds. These events need to deliver value for all stakeholders and require a shift from the traditional buying group type of thinking.” 

 

Relationship with Office Brands

 

Office Brands’ CEO  Adam Joy last year said in an interview with OPI that he thought there was no way Office Choice and Office Brands would be operating separately in three years’ time. 

 

“I was as surprised as anyone to learn that apparently, we’re engaging in conversations and collaborating on what the future might look like.  

 

“Over several years, I invested a significant amount of time in the concept of broader cooperation and dealer group consolidation without much reciprocation or vision.”