United Stationers to become Essendant
United Stationers Inc.and its partner brands ORS Nasco, LagasseSweet and Azerty, announced their intent to reposition under a single brand, Essendant.
“We are very excited to announce the beginning of our journey to a new unified brand identity,” said Cody Phipps, president and CEO, United Stationers. “Our industry is changing rapidly, and we must be proactive in positioning our company for future success. Our current brands, while leaders in their respective industries, do not truly capture the strength we have as one team with one goal. Our strategy is based on a broader definition for our company and along with the new brand, provides a clear vision: To supply the essentials that unlock the potential of our partners and those they serve.”
The new positioning will better capture both the transformation that has already occurred within the company, as well as provide a platform and voice for the bold steps still on the horizon, the company said in a statement announcing the brand repositioning.
Significant progress has already been made in expanding and diversifying the portfolio beyond office products. “The name United Stationers no longer captures the breadth of products and solutions we provide,” said Diane Hund, vice president of marketing, United Stationers. “The name Essendant, a combination of ‘essentials’ and ‘ascending,’ better reflects our goal to be the fastest and most convenient solution for workplace essentials.”
The new company name is set to become effective in June 2015, pending shareholder approval.
INDUSTRIAL SUPPLY MAGAZINE
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