Staples Canada is continuing its brand reinvention through a partnership with Canadian style icon Joe Mimran to launch a line of office and tech products catering to what it describes as the “modern working professional.”
The curated product line, “Joe’s Perfect Picks,” ranges from a $4.99 pencil holder to a $119 Moleskine device bag. It is the first initiative in what is being described as a “broader partnership” between Mimran—best known for launching the Club Monaco and Joe Fresh brands—and the office supplies retailer.
Staples CEO David Boone said that the products are “unexpected” and a departure from the more functional office products associated with Staples. “These assortments are meant to both inspire and empower,” said Boone. Last last year, Staples revealed it was repositioning the brand as The Working and Learning Company, a concept for merchandising its office furniture both in-store and online.
Mimran has also partnered with Staples to curate Workspaces, a shoppable collection ranging from the colourful and whimsical “Live in Colour” to the Scandinavian-influenced “Keep it Simple.”
The Joe’s Perfect Picks and Workspaces will be updated throughout the year, while Mimram will also support the fall launch of new brands available exclusively at Staples Canada.
“Through Joe’s Perfect Picks, I’m hoping to inspire Canadian entrepreneurs from coast to coast to rethink how they work, learn and grow,” said Mimran in a release. “I have selected a number of hidden gems that I’ve been inspired by through colour, material and quality, which Canadians are sure to enjoy.”
Boone said that the company plans to introduce “hundreds” of new brands and products that align with its positioning at The Working and Learning Company. “We’ve transformed as a company and our merchandise is aligning with our new vision as The Working and Learning Company,” he said.