Dealer group adopts main member branding. 

 

National office products dealer group Office Brands has restructured the branding of its three member categories into a single entity – Office National.

 

Office Products News understands the parent group will cease to be known as Office Brands and will adopt the name Office National, which will also apply to the three current member categories – Office National, Office Products Depot and  O-Net.

 

For some members, the name change may incorporate the tagline – Powered by Office National, or, as in the case of Sydney-based Dynamic Office Supplies, the now unbranded dealer uses the tag ‘A proud member of Office National’.

 

According to the dealer group’s website, the story of Office Brands began in 1999 with the merger of three dealer groups, Office Force, Office Network and APT to create Office National Limited. 

 

In 2003, in conjunction with Office Products Depot New Zealand, the Office Products Depot brand was introduced to Australia, followed in 2009 by the group’s launch of O-Net: a service model designed for the smaller independent dealer. 

 

With two brands and an unbranded model, Office National Limited changed its trading name to Office Brands in 2009, retaining Office National as a dealer brand.

 

Meantime, a planned ‘study’ trip to South Africa by a small number of Office Brands members has been cancelled due to a reported lack of support from South African suppliers, according to local sources.

 

The Office National brand is well-known in South Africa, where the group has 50 independently-owned members.