Officeworks is pitching deconstructed pens in this build your own pen display.
I have seen a similar pitch in stationery outlets in the US and Europe this year too. It’s a new thing in stationery based on all this activity, a trend if you will.
I am not aware of any supplier to newsagents offering build your own pens to retailers in the channel. Maybe we do it ourselves – if it is a trend and we want to be part of it.
At the two Officeworks locations I visited I noticed it in prime position, facing traffic as it enters each business. This says something about their support for the pitch.
Stationery has changed. Whereas in the past it was all about function, today, fashion is key. That is why these build your own pens are current and cool.