Staples Canada has launched Staples Business, a new brand in the market to bring office supplies, technology, print and facilities services together for Canadian business customers.

The brand will focus on two tiers: one for smaller businesses and one for larger buyers that need custom pricing and dedicated account support.

Richmond Hill, Ontario-based Staples Canada said the new brand would simplify purchasing and account management for business customers.

“Staples Business brings everything our business customers rely on together under one brand, building on our long-standing commitment to supporting Canadian businesses for more than 30 years,” said Chris Saniga, chief B2B officer at Staples Canada. “As a Canadian company, we understand the pressures organizations here are facing. Whether it’s a growing startup or a large enterprise, our goal is to take more off their plate so they can focus on what comes next.”

Currently, Staples has nearly 300 outlets in Canada. Its Quebec stores operate under the Bureau en Gros nameplate.

Industry analysts assessed that the new brand’s debut is as much about competition as customer service.

Marty Bauer, ecommerce expert at Omnisend, an email and SMS marketing platform for ecommerce brands, said the move was necessary to fend off competition.

“This new branding strategy is about much more than a cosmetic rebrand,” Bauer stated. “It’s an important step in defending the market against ecommerce giants, particularly Amazon Business.”

Bauer noted that B2B clients are quite different from regular shoppers in Staples Canada’s case.

“The goal is to make supply procurement as easy and frictionless as possible,” he said.

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