Staples ANZ rebrands as Winc

Joshua Allsopp reported

Staples ANZ to rebrand

Staples Australia and New Zealand (ANZ) is to rebrand following its takeover by private investment firm Platinum Equity.

The business, which was acquired from Staples Inc earlier this year, will be renamed Winc.

The new branding – which stands for ‘work incorporated’ – is intended to break away from traditional competitors and represent its focus beyond office products.

Staples ANZ CEO Darren Fullerton said: “It represents our shift from offering products to providing solutions and inspiring a better way for workers and learners to get things done…It also gives us the ability to flex and add adjacent solutions and offerings to meet our customers’ needs.”

The company also announced a significant investment in its supply chain, digital experience and a new offering to give customers’ data driven insights.

Fullerton called it “the start of a complete change to the customer experience”.

He explained: “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.”

Fullerton also revealed plans to expand its last mile delivery model to give the group a competitive edge.

“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.”

Staples ANZ will begin operating as Winc from 4 September.

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