Schoolio Makes Back To School Affordably Cool

NAPERVILLE, Ill., July 30 /PRNewswire/ -- As kids are gearing up to head back to class, OfficeMax® (NYSE: OMX), a leader in office products and services, is sending students back-to-school in style through the introduction of its 2010 collection of school supplies under its kid-centric private brand, Schoolio™. Available exclusively at OfficeMax, Schoolio features a selection of fashion-forward, budget-friendly supplies that lets students express their personalities and interests while doing their best school work ever.

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Offering something for every child, Schoolio products come in a variety of patterns and designs through its three collections: Butterfly Skye, Hearts and Skulls, which include everything from notebooks and binders to backpacks, lunch totes and desk sets. Many products also come with unique embellishments, including a mirrored notebook, glittered binders, and charms attached to rulers, keychains and notebooks.  

The new Schoolio collections for 2010 include:

• Butterfly Skye by Schoolio – Butterfly Skye features the 'Floral Fantasy' trend with adorable butterflies, flowers and swirly patterns in a garden-style color palette and includes folders, binders, desk accessories, backpacks and lunch totes.
• Hearts by Schoolio – Hearts features backpacks, lunch totes, binders, notebooks and more with dreamy heart designs and bright shades of pink, purple and green.
• Skulls by Schoolio – Ideal for the "hard-core" student, Skulls features binders, notebooks, clip boards, calculators and more with the skull and crossbones graphic in a pink and charcoal color scheme.

OfficeMax researched emerging back-to-school shopping trends along with current interests among youth to develop its 2010 collection for Schoolio. This month, Schoolio will launch in-stores at OfficeMax nationwide and be featured on special aisle-end displays. Schoolio products will be available at OfficeMax stores during the back-to-school season, and new this year, OfficeMax is expanding its inventory of school supplies to carry a larger selection year-round.

"We have expanded our selection of budget-friendly school supplies through our Schoolio brand that appeals to today's trend-savvy student that we hope to be a win-win for parents and children when shopping for back-to-school this season," said Ryan Vero, EVP and chief merchandising officer for OfficeMax. "Our customers have come to expect our extensive assortment of school supplies and appreciate our focus to maintain inventory levels throughout the rush of the back-to-school shopping season and throughout the rest of the school year."

Throughout the summer, OfficeMax will be offering weekly promotions on school supplies that are accessible on OfficeMax's Back-to-School website where users can search by zip code for in-store promotions, view school supply lists by grade, or shop directly for school supplies online. In addition to Schoolio, OfficeMax will offer school supplies through its expanding collection of private brands, including TUL®, ENGAGE™, DiVOGA™, INFUSE™, [IN]PLACE® SYSTEM by Peter Walsh, and Peter Walsh you-organized. Customers can sign-up for OfficeMax's weekly eNewsletter to stay updated on the latest products and promotions at OfficeMax.

About OfficeMax

OfficeMax Incorporated (NYSE: OMX) is a leader in both business-to-business office products solutions and retail office equipment. The OfficeMax mission is simple. We help our customers do their best work. The company provides office supplies and paper, in-store print and document services through OfficeMax ImPressR, technology products and solutions, and office furniture to businesses and individual consumers.  OfficeMax customers are served by more than 30,000 associates through direct sales, catalogs, e-commerce and approximately 1,000 stores. For more information, visit OfficeMax.com.

SOURCE OfficeMax

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