Officeworks

Officeworks is an Australian retail chain focused on office supplies, stationery, technology, furniture, education products and associated business services. It was established by Coles Myer in 1994, with its first store opening in Richmond, Melbourne, on 16 June of that year. The store concept was influenced by the large-format office-supplies model associated with Office Depot, combining a broad product range with warehouse-style presentation and price competition. The business serves several overlapping customer groups: home-office users, small and medium-sized businesses, students and families, schools, creative hobbyists, and consumers seeking technology or printing services. Its stores typically carry tens of thousands of products across stationery, paper, writing instruments, desk accessories, office furniture, computers, printers, ink and toner, consumer electronics, art materials, craft products, early-learning items and educational resources. The company also sells through its website and mobile app, with services such as delivery and click-and-collect complementing its physical-store network. Officeworks expanded through both organic growth and acquisitions. Harris Technology, an information-technology retailer acquired by Coles Myer in 1999, became associated with the Officeworks business. In 2002, Coles Myer acquired Viking Australia from Office Depot; Viking was combined with Officeworks Direct to create Officeworks BusinessDirect, later renamed Officeworks Business. The chain reached its 100th store in 2006. After Wesfarmers acquired Coles Group in 2007, Officeworks and Harris Technology became part of Wesfarmers' Home Improvement and Office Supplies division. A major repositioning occurred in 2008, when Officeworks refreshed its logo, uniforms, store departments and advertising. The company adopted a strong everyday-low-price proposition and introduced a Lowest Price Guarantee under which it sought to beat a competitor's price on an identical product by 5%, subject to the applicable conditions. Later advertising lines, including “Big Ideas. Lowest prices” and “making bigger things happen,” broadened the brand message from price alone toward range, convenience and support for customers' projects. The business has progressively extended beyond traditional stationery retail. Its Print & Create operation provides copying, document printing, laminating, photo products, business cards, promotional materials, stamps, identity photographs and related services. Technology retail covers computers, laptops, Apple products, audio equipment, printers, consumables and other electronic goods. In 2015, the company opened a 3D Experience centre in Melbourne offering 3D printers, scanners and associated services. In 2019, Officeworks acquired Geeks2U, expanding its access to technology-help and home-support capabilities. It subsequently developed more business-oriented services, including the Flexiworks proposition. Officeworks began a national brand refresh at the start of the 2022 financial year. The program introduced a new lettermark, darker blue visual identity with red dashed accents, a rebuilt smartphone app and digital features such as product and price lookup, electronic receipts, click-and-collect ordering and aisle navigation. The company also increased its involvement in repair, reuse and circular-economy initiatives through a 21% investment in World's Biggest Garage Sale in 2022, supporting plans for a broader repair and recovery service under the Circonomy name. In December 2024, Officeworks acquired Box of Books, a provider of digital classroom resources, ebooks, textbooks and stationery. Community and sustainability programs are an important part of the brand's public profile. Officeworks has partnered with The Smith Family since 2007 through school-supplies fundraising and support for young Australians. Its Restoring Australia initiative, launched with Greening Australia in 2017, links sales of paper and…

Officeworks was created by Coles Myer as a specialist office-supplies chain and opened its first store in Richmond, Melbourne, on 16 June 1994. Its format drew on the large warehouse-style office-products stores that had developed in the United States, particularly the Office Depot model. The concept combined a substantial range of stationery and office products with a retail environment designed to communicate value and convenience. The business developed a broader technology and business-services capability during the late 1990s and early 2000s. Harris Technology, an information-technology retailer purchased by Coles Myer in 1999, became a subsidiary associated with Officeworks. In December 2002, Coles Myer acquired Viking Australia, then a subsidiary of Office Depot. Viking was merged with Officeworks Direct to form Officeworks BusinessDirect, which was later renamed Officeworks Business. These moves allowed the company to address business customers in addition to household and walk-in retail demand. Officeworks opened its 100th store in South Yarra in late 2006, only a short distance from the original Richmond location. In November 2007, Wesfarmers acquired Coles Group. Officeworks and Harris Technology consequently became part of Wesfarmers' Home Improvement and Office Supplies division, establishing the corporate ownership structure under which Officeworks continues to operate. In 2008, Officeworks undertook a significant rebrand involving its logo, uniforms, store department names and advertising. The retailer adopted a pronounced low-price warehouse positioning, supported by the “Lowest Prices Everyday” slogan and a Lowest Price Guarantee intended to beat the price of an identical competitor product by 5%, subject to its terms. In 2011, the company ended its relationship with paper supplier APRIL after claims relating to illegal logging in Indonesian forests. The episode helped place responsible forestry sourcing within the retailer's supply-chain and public-policy agenda. The advertising proposition was revised in August 2012 to “Big Ideas. Lowest prices.” Campaign messaging highlighted twice-daily price checks, bulk purchasing and free Wi-Fi in stores. Officeworks continued to extend the meaning of its brand beyond paper and stationery. Its store departments evolved to include printing, copying and promotional production; computers and consumer electronics; furniture; art and craft; and early-learning products. A 3D Experience centre opened at the Russell Street store in Melbourne in June 2015, offering 3D printers and scanners for purchase as well as printing and scanning services. By 2016, Officeworks had 164 stores nationally. In 2017, the company indicated that it intended to add services such as accounting, bookkeeping, payroll, communications and web design for small, micro and medium-sized businesses. In February 2018, the tagline changed to “making bigger things happen,” signalling an emphasis on helping customers complete projects through range, price and service. The 2019 acquisition of Geeks2U added a technology-support dimension to the business. A further national brand refresh began at the start of the 2022 financial year. Officeworks introduced a new lettermark, darker blue branding with red dashed accents, a rebuilt mobile application and a business-oriented Flexiworks service. The app enabled customers to check product availability and prices, receive digital receipts, place click-and-collect orders and use an aisle-finder function in stores. Officeworks has also expanded into circularity and education. In February 2022, it acquired a 21% stake in World's Biggest Garage Sale, a Brisbane organisation focused on repairing and repurposing unwanted goods. The relationship was intended to support a national repair and recovery service under the Circonomy name. In December 2024, Officeworks acquired Box of Books, extending its education offering into classroom resources, digital content, textbooks and stationery. The company maintains community programs alongside its commercial operations. Its partnership with The Smith Family began in 2007 and includes the annual back-to-school appeal. Restoring Australia, launched with Greening Australia in 2017, links paper and wood-based product sales with tree planting and reported reaching its one-millionth tree in June 2022. Other recurring initiatives include the Wall of Hands campaign for the Australian Literacy and Numeracy Foundation and the Make a Difference Appeal, through which customers round up purchases or donate to community organisations.

• 2024

  Box of Books acquisition

  [1]Officeworksen.wikipedia.org

  Officeworks acquired education-resource provider Box of Books.

• 2022

  Brand refresh and circular-economy investment

  [1]Officeworksen.wikipedia.org

  The company rolled out a refreshed identity and app, launched Flexiworks, and acquired a 21% stake in World's Biggest Garage Sale.

• 2019

  Geeks2U acquisition

  [1]Officeworksen.wikipedia.org

  Officeworks acquired Geeks2U to expand technology assistance for home users.

• 2015

  3D Experience centre opens

  [1]Officeworksen.wikipedia.org

  The Russell Street Melbourne store introduced 3D printers, scanners and related printing and scanning services.

• 2008

  Major rebrand and price guarantee

  [1]Officeworksen.wikipedia.org

  Officeworks updated its identity and adopted the “Lowest Prices Everyday” positioning alongside a Lowest Price Guarantee.

• 2007

  Ownership transfers to Wesfarmers

  [1]Officeworksen.wikipedia.org

  Following Wesfarmers' acquisition of Coles Group, Officeworks became part of the Wesfarmers Home Improvement and Office Supplies division.

• 2006

  100th store opens

  [1]Officeworksen.wikipedia.org

  Officeworks opened its 100th store in South Yarra, Melbourne.

• 2002

  Viking Australia is integrated

  [1]Officeworksen.wikipedia.org

  Coles Myer's acquisition of Viking Australia led to its combination with Officeworks Direct and the creation of Officeworks BusinessDirect.

• 1999

  Harris Technology joins the group

  [1]Officeworksen.wikipedia.org

  Coles Myer acquired Harris Technology, which subsequently operated as a subsidiary associated with Officeworks.

• 1994

  First Officeworks store opens

  [1]Officeworksen.wikipedia.org

  The first Officeworks store opened in Richmond, Melbourne, on 16 June.

Large-format, value-oriented Australian office-supplies retailer serving home offices, businesses, schools, families and creative customers through broad assortment, everyday pricing and integrated retail and print services.

• Office supplies · 1994

  Stationery and paper

  The core range includes writing instruments, notebooks, folders, paper, desk accessories, filing products, labels and everyday supplies for offices, homes, schools and students. Officeworks uses breadth and volume purchasing to support its value-oriented retail proposition.

• Technology retail

  Technology

  Technology departments sell computers, laptops, Apple products, printers, headphones, speakers, accessories, ink cartridges and toner. The category is complemented by technology-support capabilities developed through the Geeks2U acquisition.

• Office furniture

  Furniture

  Office furniture includes desks, chairs, workstations, filing cabinets, pedestals, lighting and related workspace equipment for home offices, businesses and educational environments.

• Print services

  Print & Create

  Print & Create provides document printing, copying, laminating, photobooks, business cards, printed stationery, stamps, identity photographs, name badges and selected promotional products. It extends the brand from product retail into practical production services.

• Education and creative supplies

  Art, craft and early learning

  The range covers paints, watercolours, drawing materials, sketch pads, easels, canvases, poster board, craft kits, puzzles, board books and learning products for children and students.

• Business support · 2017

  Business services

  Officeworks has developed business-oriented offerings spanning supplies, print, technology support and the Flexiworks proposition. The company has also discussed services for small and medium-sized businesses such as bookkeeping, payroll, communications and web design.

• 2021National brand refresh

  Australia

  Officeworks refreshed its visual identity, mobile app and customer experience, adding functions such as digital receipts, product lookup, click and collect and aisle navigation.

  Outcome. Digital and identity modernization

  Source
• 2018Making bigger things happen

  Australia

  The tagline repositioned Officeworks around helping customers complete larger projects through product range, low prices and service.

  Outcome. Brand positioning update

  Source
• 2017Restoring Australia

  Australia

  In partnership with Greening Australia, Officeworks linked paper and wood-based product sales with tree planting in landscapes needing restoration. The program reported planting its one-millionth tree in June 2022.

  Outcome. Ongoing environmental initiative

  Source
• 2007The Smith Family partnership

  Australia

  Officeworks began a partnership with The Smith Family supporting young Australians and raising funds for school supplies through its back-to-school appeal.

  Outcome. Continuing community partnership

  Source
• Wall of Hands

  Australia

  An annual September fundraising campaign allows customers to donate and display paper hands in stores, supporting the Australian Literacy and Numeracy Foundation.

  Outcome. Recurring literacy and numeracy fundraiser

  Source
• Make a Difference Appeal

  Australia

  Officeworks invites customers to round up purchases or donate to community organisations through an annual appeal.

  Outcome. Recurring community fundraising program

  Source

• 2024

  Acquire Box of BooksM&A

  Background

  Officeworks expanded its education proposition into digital classroom resources and textbook-related services.

  Action taken

  It acquired Box of Books, a provider of ebooks, digital resources, textbooks and stationery.

  Aftermath

  The acquisition broadened Officeworks' role in education procurement and classroom resources.

  Source

• 2022

  Invest in World's Biggest Garage SaleM&A

  Background

  Officeworks sought capabilities in repair, reuse and recovery of unwanted products.

  Action taken

  The company acquired a 21% stake in World's Biggest Garage Sale and supported plans for a broader Circonomy repair and recovery service.

  Aftermath

  The investment strengthened Officeworks' circular-economy and product-recovery strategy.

  Source

• 2019

  Acquire Geeks2UM&A

  Background

  Officeworks wanted to expand beyond selling technology products into practical technology assistance.

  Action taken

  It acquired Geeks2U, a technology-support provider.

  Aftermath

  The acquisition added home technology assistance to the wider Officeworks ecosystem.

  Source

• 2015

  Introduce 3D printing servicesProduct launch

  Background

  Officeworks explored emerging digital fabrication technology as an extension of its technology and print categories.

  Action taken

  It opened a 3D Experience centre offering printers, scanners and printing and scanning services.

  Aftermath

  The initiative broadened the definition of the retailer's print and technology offering.

  Source

• 2011

  Change paper-supply arrangementsStrategy

  Background

  Claims concerning illegal logging in Indonesian forests raised concerns about the environmental credentials of a paper supplier.

  Action taken

  Officeworks ended its relationship with APRIL.

  Aftermath

  Responsible forestry sourcing became a more visible part of the company's supply-chain agenda.

  Source

• 2008

  Adopt an everyday-low-price retail modelStrategy

  Background

  Officeworks sought to strengthen its large-format value proposition and align its store presentation more closely with warehouse-style retail.

  Action taken

  It rebranded stores and introduced the Lowest Price Guarantee, which aimed to beat a competitor's price on an identical item by 5%, subject to conditions.

  Aftermath

  Price leadership became a central element of Officeworks' consumer positioning.

  Source

• 2024

  Officeworks acquires Box of Books[1]Officeworksen.wikipedia.org

  M&A

  Officeworks acquired Box of Books, a provider of classroom resources including ebooks, digital materials, textbooks and stationery.

• 2022

  Officeworks takes a stake in World's Biggest Garage Sale[1]Officeworksen.wikipedia.org

  M&A

  The retailer acquired a 21% interest in the Brisbane-based repair and reuse organisation, supporting plans for a broader recovery service associated with Circonomy.

• 2021

  Officeworks launches a national brand refresh[1]Officeworksen.wikipedia.org

  Campaign

  At the beginning of the 2022 financial year, Officeworks began implementing a refreshed brand identity, updated app and new customer-facing digital functions.

• 2019

  Officeworks acquires Geeks2U[1]Officeworksen.wikipedia.org

  M&A

  Officeworks acquired technology-support provider Geeks2U to broaden its home-technology assistance capabilities.

• 2011

  Officeworks ends relationship with APRIL over forest-sourcing allegations[1]Officeworksen.wikipedia.org

  Other · Regulation

  Officeworks cut ties with paper supplier APRIL following claims concerning illegal logging in Indonesian forests.

1. 1Officeworksen.wikipedia.org
2. 2Officeworks official websiteofficeworks.com.au
3. 3Officeworks Announces Acquisition of General Office Interiorsprnewswire.com
4. 4Officeworks Announces Partnership with IMA Corporate Interiors and Expansion to Atlantaprnewswire.com
5. 5Officeworks unveils augmented reality Santa for Christmas campaignmumbrella.com.au