OfficeMax Introduces New TUL Brand, With Launch of 'Modernist-Inspired' Pens, Dry-Erase Markers

OfficeMax Brings 'Affordable Design' to Office Products With First Private

Label Brand Designed From Ground Up



06 Sep, 2006, 01:00 ET from OfficeMax(R) Incorporated

    NAPERVILLE, Ill., Sept. 6 /PRNewswire/ -- OfficeMax(R) Incorporated
 (NYSE:   OMX), a leader in office products and services, today announced the
 launch of the company's first design-based private label brand, TUL(TM),
 with a selection of new premium Modernist Design-inspired pens and
 dry-erase markers. It is the first time in OfficeMax history that the
 company has created a line of private label products from the ground up,
 guiding the process from inception through design and production.
     The TUL pen line was created for OfficeMax in partnership with Gravity
 Tank, the Chicago-based design firm known for its work for Motorola,
 Unilever and Samsung. "Ninety-eight percent of the public may never own a
 $30 pen. But through innovative design, TUL will incorporate the feeling of
 an elite writing instrument in a pen costing less than $3.00," explains
 managing director Mike Winnick of Gravity Tank. "TUL achieves this magic by
 offering metal accents, superior inks, brass tips and unique barrel designs
 that distinguish TUL from the look and feel of any other mass-market pen in
 America."
     Because TUL is available exclusively at OfficeMax stores, the launch is
 expected to become a strong retail differentiator for OfficeMax. "With TUL,
 OfficeMax has made the leap from simply creating a private label brand to
 creating a new proprietary brand that can be extended to a variety of
 office products," says Ryan Vero, OfficeMax executive vice president and
 chief merchandising officer. "We are not only the sole distributor of TUL
 pens and other TUL products, but the designer and developer as well."
     The new line of TUL pens and markers that retail from $1.49 for
 individual pens to $24.99 for multiple packs, include:
     --  TUL Dry-Erase Markers,
     --  TUL Rollerball Pens
     --  TUL Retractable Ballpoint Pens.
     --  TUL Stick Ballpoint Pens
     --  TUL Gel Pens
     For more information on TUL pens, visit the Web site (
 http://www.TUL.com ).
     About OfficeMax(R) Incorporated
     OfficeMax is a leader in both business-to-business and retail office
 products distribution. OfficeMax delivers an unparalleled customer
 experience -- in service, in product, in time savings, and in value --
 through a relentless focus on its customers. The company provides office
 supplies and paper, print and document services, technology products and
 solutions, and furniture to large, medium and small businesses and
 consumers. OfficeMax customers are served by more than 35,000 associates
 through direct sales, catalogs, Internet and nearly 900 superstores.
 OfficeMax trades on the New York Stock Exchange under the symbol OMX. More
 information can be found at http://www.officemax.com .
     OfficeMax Media Contacts                 OfficeMax Investor Contact
     William Bonner - and - Paul Maccabee John Jennings
     630 864 6066           612-337-0087      630 438 8760
 
 

SOURCE OfficeMax(R) Incorporated
    NAPERVILLE, Ill., Sept. 6 /PRNewswire/ -- OfficeMax(R) Incorporated
 (NYSE:   OMX), a leader in office products and services, today announced the
 launch of the company's first design-based private label brand, TUL(TM),
 with a selection of new premium Modernist Design-inspired pens and
 dry-erase markers. It is the first time in OfficeMax history that the
 company has created a line of private label products from the ground up,
 guiding the process from inception through design and production.
     The TUL pen line was created for OfficeMax in partnership with Gravity
 Tank, the Chicago-based design firm known for its work for Motorola,
 Unilever and Samsung. "Ninety-eight percent of the public may never own a
 $30 pen. But through innovative design, TUL will incorporate the feeling of
 an elite writing instrument in a pen costing less than $3.00," explains
 managing director Mike Winnick of Gravity Tank. "TUL achieves this magic by
 offering metal accents, superior inks, brass tips and unique barrel designs
 that distinguish TUL from the look and feel of any other mass-market pen in
 America."
     Because TUL is available exclusively at OfficeMax stores, the launch is
 expected to become a strong retail differentiator for OfficeMax. "With TUL,
 OfficeMax has made the leap from simply creating a private label brand to
 creating a new proprietary brand that can be extended to a variety of
 office products," says Ryan Vero, OfficeMax executive vice president and
 chief merchandising officer. "We are not only the sole distributor of TUL
 pens and other TUL products, but the designer and developer as well."
     The new line of TUL pens and markers that retail from $1.49 for
 individual pens to $24.99 for multiple packs, include:
     --  TUL Dry-Erase Markers,
     --  TUL Rollerball Pens
     --  TUL Retractable Ballpoint Pens.
     --  TUL Stick Ballpoint Pens
     --  TUL Gel Pens
     For more information on TUL pens, visit the Web site (
 http://www.TUL.com ).
     About OfficeMax(R) Incorporated
     OfficeMax is a leader in both business-to-business and retail office
 products distribution. OfficeMax delivers an unparalleled customer
 experience -- in service, in product, in time savings, and in value --
 through a relentless focus on its customers. The company provides office
 supplies and paper, print and document services, technology products and
 solutions, and furniture to large, medium and small businesses and
 consumers. OfficeMax customers are served by more than 35,000 associates
 through direct sales, catalogs, Internet and nearly 900 superstores.
 OfficeMax trades on the New York Stock Exchange under the symbol OMX. More
 information can be found at http://www.officemax.com .
     OfficeMax Media Contacts                 OfficeMax Investor Contact
     William Bonner - and - Paul Maccabee John Jennings
     630 864 6066           612-337-0087      630 438 8760
 
 SOURCE OfficeMax(R) Incorporated

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