Broken Hill Office Choice owners take the next step with own brand school essentials range.

 

From selling school essentials from the family-owned Office Choice outlet in outback NSW to the challenges of running a successful online business, the founders of Spixal are broadening their horizons even further.

 

Sisters Deanna Spicer (pictured right) and Maggie Murray (at left) are co-owners of Spicers Office Choice in Broken Hill, a family business established by their parents 35 years ago.

 

“After years of supplying local families with back-to-school essentials, we kept running into the same problem - we struggled to find kids-focused school bag and lunch brands willing to supply independent stationers,” Deanna Spicer told Office Products News.

 

“Many brands focused on major retailers or direct-to-consumer sales, leaving businesses like ours with limited options for stocking the colourful, practical school products our customers wanted,” she said. “So rather than continuing to search for the right supplier, we decided to create our own brand — Spixal.” 

 

“As graphic designers, mums and second-generation stationers, we combined our retail experience with our understanding of what kids want and what parents need,” she said.

 

Spicer came up with the name Spixal for some backpacks as far back as 2010, but it wasn’t until 2025 when the sisters relaunched the brand with a full range of lunch boxes, new backpacks and accessories.

 

Wholesale opportunity for independent stationers

 

Spicer said they are now offering wholesale opportunities to other independent stationers, “giving them access to the very products we struggled to source ourselves.”

 

For more details, go to:

Spicer's Office Choice:

https://www.spicers.net.au

Spixal:

https://www.spixal.com.au