Staples rebrands as Winc under new owners


Staples Australia & New Zealand has been rebranded Winc following the company’s acquisition by private equity firm Platinum Equity earlier this year.

The name Winc, a creative take on ‘work incorporated', has been described by Staples as a “fun and deliberate breakaway from traditional competitors and represents the company’s focus beyond office products and intention to meet the changing needs of both workers and learners”.

Staples CEO Darren Fullerton said: “This brand is designed to bring a breath of fresh air to an industry that has been historically quite traditional and predictable.

“It represents our shift from offering products to providing solutions and inspiring a better way for workers and learners to get things done. By its nature, it also gives us the ability to flex and add adjacent solutions and offerings to meet our customers’ needs both now and into the future,” he said.

In addition to the new identity, the company also announced a significant investment in its supply chain, digital experience and a new offering to give customers’ data-driven insights into the overall performance of their company.

“This represents goes far deeper than our new name and identity. This will be the start of a complete change to the customer experience,” Fullerton said.

“It is more than defending disruption from the likes of Amazon, it’s about developing our ability to see around corners and fully anticipate customer needs. We are also investing in a best-in-class digital experience, complete with artificial intelligence and full automation to remove friction in the cart process and provide smart insights to customers.

“Our competitive edge sits in our deep domain expertise. With our new customer insight report, called The Winc Review, we will provide a new level of insight and data for our customers into their own supply chain, innovation, compliance, cost management and sustainability. This information will in turn allow them to improve the overall health of their business in these critical areas," he said.

Fullerton said the company also has plans to further strengthen its ‘last mile’ delivery model that “significantly sets it apart in the marketplace".

“Our drivers know our customers’ personally – in many cases they see them every day with a straight to desk and doorstep delivery experience. You don’t get this experience when you buy straight from an e-commerce site,” Fullerton added. “This is something our customers in Australia and New Zealand have told us time again that they value and we are making investments to make this experience even better.”

Staples recuited Deloitte Digital as a technical consultant while brand consultancy, FutureBrand, was engaged to assist with the new look and feel and brand strategy.

The company, which has more than 20,000 customers, will begin doing business as Winc from 4 September in Australia and New Zealand.