Office Depot Declares Store Brand Guarantee

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November 15, 2011

Declaring Office Depot brand products “A Brand You Can Trust,” the chain now offers a money back guarantee on every private label product and service.

“At Office Depot, we have always stood by our brand and our ability to provide quality products to our customers at the best value,” said the retailer, in a statement announcing the initiative. “With ‘A Brand You Can Trust,’ we have discovered a way to effectively increase our dedication to our customers, offering an Office Depot Brand Promise that will help them purchase products with the utmost confidence. Office Depot's ‘A Brand You Can Trust’ philosophy embodies the high standard of quality that Office Depot Brand products must go through before they end up in a customer's hands.”

If a customer is not fully satisfied with a Office Depot Brand product for any reason, it can be returned -- with or without a receipt or product packaging -- for an exchange or a refund. No questions asked.

“Customers today are looking for the best possible value when it comes to their office supply needs, but they do not want to sacrifice quality,” said Farla Efros, interim head of merchandising for Office Depot. “This new brand promise shows that Office Depot truly stands behind all of its products, and that we are fully committed to providing our customers with the best offerings possible.”

According to Efros, there is an Office Depot brand alternative product available for nearly all office supply categories, including paper, writing, office essentials, desktop organization, and much more.

Office Depot has largely positioned its private label products as low cost alternatives to national brands, but this may be about to change. “One of the things that we've realized is that we've essentially diluted the value of the Office Depot brand,” said Neil R. Austrian, chairman and CEO, on a conference call discussing Office Depot’s third quarter results. “We haven't invested well in it. And we've positioned the brand as a second-tier brand to some of the national brands. And I think we've made a conscious decision now to begin the process of repositioning the Office Depot brands, as well as other adjacent brands to drive better choices for customers and help drive better margins for the business.”

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