OfficeMax Runs INPlace

OfficeMax this month reinforces recent efforts to attract female shoppers by introducing an exclusive [IN]Place System brand from "organization expert" Peter Walsh of TLC's Clean Sweep. Merchandised on a dedicated endcap and an in-line display, the brand comprises 21 SKUs of file folders, desktop sorters, file totes, magazine files, and other stationery products. It also includes five Post-it SKUs designed by 3M exclusively for the new OfficeMax brand. (The chain has collaborated with national brands on prior private-label initiatives, according to a company spokesperson who declined to give details.) Branded floor clings shaped like footprints lead shoppers from the power aisle to the [IN]Place displays, which also contain informational brochures demonstrating how the various SKUs can be "Good alone," but "Brilliant together."Initial displays rolled out at the beginning of March without the Walsh graphics and additional support."The Peter Walsh partnership and product line are part of OfficeMax's 2009 repositioning to target women with affordable, stylish private-label lines that add personality and inspiration to the workplace while helping them do their job better," according to a statement on the displays and product packaging.OfficeMax teased the rollout for several months with billboards in markets including Chicago, Denver, Los Angeles and Phoenix. Earlier this month, Walsh and Julie Krueger, OfficeMax's vice president of marketing and advertising, hosted a "Work Life Organized Blogcast" to give workspace organization advice to 250 women's-interest bloggers. The blogcast helped "generate social media buzz around the launch" with 74 blog posts, 1,020 tweets on Twitter and several YouTube video posts, according to the spokesperson. OfficeMax also is supporting with a dedicated microsite and a feature on the cover of the April 19 circular, but has opted not to run any mass media advertising for the launch.OfficeMax, Naperville, IL, operates 939 stores in the U.S.