Staples ANZ rebrands as Winc, announces significant transformation investment
Auckland, 7 August 2017 - Today Staples Australia & New Zealand announced a new challenger brand, identity and transformation plan to the market. This announcement comes
after Platinum Equity purchased the Australia and New Zealand business from Staples Inc earlier this year.
The company serves over 26,000 customers in industries across Australia and New Zealand including some of the countries’
largest financial institutions, telcos, healthcare providers and universities. The company has offices in Wellington,
Christchurch, Dunedin and Auckland
The new name, Winc, a creative take on “work incorporated” is 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.
Chief Executive 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.”
In addition to the new identity, the company also announced today 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.
“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.”
The company also has plans to further strengthen their last mile delivery model that significantly sets them 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. 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.”
The company will begin doing business as Winc starting September 4 2017 in Australia and New Zealand.
ENDS