United Stationers is North America's largest distributor of business products with $4 billion in sales.
United Stationers' house brand "Universal" represents a large portion of its office product sales, but the brand was not meeting the company's profitability goals. In addition, office products dealers did not have a clear understanding of how to market the brand effectively.
AspireUp facilitated a brand strategy process to define the Universal brand and reposition it for profitable growth. Our strategy work was guided by customer segmentation research, industry analysis, and a best practices study of private label brand management.