OfficeMax Makes Room for a Cause

By Caren Putterman

OfficeMax last month began devoting endcap space to the Kendall Kollection, a cause-minded line of school and office supplies.

Endcaps merchandising the new line rolled out to all 914 OfficeMax stores in April. The displays include a brightly colored header carrying the logos of the brand and the Leukemia and Lymphoma Society, which will receive 10% of all proceeds from the line. OfficeMax introduced the collection with a half-page feature in its April 27 circular.

Manufactured by Carolina Pad and Paper, Charlotte, NC, the Kendall Kollection was created by Jacqueline Savage McFee, an industry designer who named the line after her four-year-old cousin Kendall, who has leukemia.

The Kendall Kollection is available at 29 retailers, including Office Depot, Staples, CVS, H-E-B, Kmart, Longs Drugs, Meijer and Toys "R" Us. Wal-Mart is merchandising the line in its office supply aisle with other McFee-branded products from Carolina.

Published: May 2008

Source: In-Store Marketing Institute

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