Takeover

US stationery giant Staples announced the takeover of Dutch wholesaler Corporate Express in June 2008. This takeover made it possible for the company to enter the B2B market for office distribution in Europe. The completed acquisition of Corporate Express by Staples, the world's largest office products company, resulted in a combined annual revenue of $ 27 billion.

Brand change

As a result of this takeover, Corporate Express had to be rebranded to Staples. We were contracted to manage and implement the complex process involved in making the required changes to Corporate Express facilities and assets throughout Europe. The project involved 35 facilities in countries including Germany, France, Italy, Spain, Norway, Poland and the United Kingdom. VIM Group's activities included surveys, visual packs, planning applications, production and installation. Using advanced web-based applications and its international delivery network of experts, the company was able to manage the project centrally and implement it locally.

Improving brand experiences

This approach ensured that both brand consistency and cost efficiency, two important objectives of any rebranding exercise, were achieved. We also advised Staples' management on potential visual improvements based on their standard communication value criteria. The result has been a successful transition and clearly improved brand experiences during stakeholder visits.

This project was managed by our member NykampNyboer.