International roll-out

Staples, the American office supplies company, announced in June 2008 that it was acquiring the Dutch wholesaler Corporate Express. This acquisition would make it possible for Staples to access the European office supplies market.

In connection with the acquisition, the Corporate Express brand had to be transformed to that of Staples. As part of this process NykampNyboer took care of the rebranding at all the company’s European locations. The project involved 35 locations in countries such as Germany, France, Spain, Norway, Poland, Italy and the United Kingdom.

Local implementation

Our activities included drawing up inventories, visualising the new Staples brand, planning, and supporting the production and installation of the lettering and wayfinding.

Partly thanks to our sophisticated web applications, including Brand2Manage™ Signage, and the deployment of our specialists, we were able to implement and manage the project centrally and locally.

Our approach helped to achieve guaranteed brand consistency and optimum cost efficiency. The key objectives of the rebranding project were therefore comfortably achieved.