{"id":16842,"date":"2026-09-16T10:18:19","date_gmt":"2026-09-16T14:18:19","guid":{"rendered":"https:\/\/distributionstrategy.com\/?p=16842"},"modified":"2026-09-16T10:40:28","modified_gmt":"2026-09-16T14:40:28","slug":"office-depot-drops-odp-name-rebrands-b2b-distribution-business","status":"publish","type":"post","link":"https:\/\/distributionstrategy.com\/2026\/09\/office-depot-drops-odp-name-rebrands-b2b-distribution-business\/","title":{"rendered":"Office Depot Drops ODP Name, Rebrands B2B Distribution Business"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong><em>Why This Matters to Distributors:<\/em><\/strong> <em>Office Depot is putting its best-known brand at the center of its business-to-business distribution operation, replacing the ODP name as the company refines its strategy under private equity owner Atlas Holdings.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Office Depot is retiring the ODP name from its corporate and business-to-business operations, rebranding The ODP Group as Office Depot Group and ODP Business Solutions as Office Depot Business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CEO Craig Gunckel announced the changes Sept. 15, saying the company is returning to the Office Depot name across the organization.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe have a new name!\u201d Gunckel wrote on LinkedIn. \u201cWe are no longer The ODP Group. And our distribution business, previously ODP Business Solutions, is now Office Depot Business.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The move puts the Office Depot name behind the company&#8217;s retail and B2B operations. Office Depot Business sells office supplies, furniture, technology, cleaning and breakroom products and other workplace supplies to businesses and institutional customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The company&#8217;s B2B website has already adopted the Office Depot Business name.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gunckel said the change is intended to create a clearer identity across the company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s the same Office Depot you already know from our stores\u2014now the name behind everything we do,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rebranding comes nine months after Atlas Holdings completed its approximately $1 billion acquisition of The ODP Corporation on Dec. 10, 2025, taking the company private. Gunckel became CEO when the transaction closed, succeeding Gerry P. Smith.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the time, the company said it employed more than 16,000 people and operated Office Depot and OfficeMax stores along with a B2B distribution network across North America.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The latest change effectively removes the ODP name from the company&#8217;s corporate and B2B identities and extends the better-known Office Depot brand to the distribution business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gunckel said the move represents more than a corporate name change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis represents much more than a simple name change,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Office Depot has more than 40 years of operating history. Its business now combines an omnichannel retail operation with a B2B distribution platform serving businesses and institutional customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The B2B operation extends beyond traditional office supplies into categories including technology, furniture, cleaning, breakroom, and other workplace products.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That makes the rebranding particularly relevant to distributors. Office Depot Business competes for corporate and institutional purchasing across product categories served by office products, janitorial and sanitation, technology, and other business products distributors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Under Atlas, management has been developing strategies for the company&#8217;s retail and B2B businesses, with an emphasis on customer service, local market execution, and growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The new branding gives those operations a common identity rather than maintaining separate Office Depot and ODP names.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOffice Depot is a brand with more than 40 years of history behind it\u2014the kind of recognition that can&#8217;t be built overnight, only earned over decades by showing up for our customers and communities,\u201d Gunckel said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rebranding marks another step in Office Depot&#8217;s transition under Atlas as the privately held company works to strengthen its retail and B2B distribution operations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/distributionstrategy.com\/subscribe\/\" target=\"_blank\" rel=\"noopener\"><em>Do not miss any content from Distribution Strategy Group. Join our list.<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The latest change effectively removes the ODP name from the company&#8217;s corporate and B2B identities and extends the better-known Office Depot brand to the distribution business.<\/p>\n","protected":false},"author":8,"featured_media":1044,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_tec_requires_first_save":true,"content-type":"","_EventAllDay":false,"_EventTimezone":"","_EventStartDate":"","_EventEndDate":"","_EventStartDateUTC":"","_EventEndDateUTC":"","_EventShowMap":false,"_EventShowMapLink":false,"_EventURL":"","_EventCost":"","_EventCostDescription":"","_EventCurrencySymbol":"","_EventCurrencyCode":"","_EventCurrencyPosition":"","_EventDateTimeSeparator":"","_EventTimeRangeSeparator":"","_EventOrganizerID":[],"_EventVenueID":[],"_OrganizerEmail":"","_OrganizerPhone":"","_OrganizerWebsite":"","_VenueAddress":"","_VenueCity":"","_VenueCountry":"","_VenueProvince":"","_VenueState":"","_VenueZip":"","_VenuePhone":"","_VenueURL":"","_VenueStateProvince":"","_VenueLat":"","_VenueLng":"","_VenueShowMap":false,"_VenueShowMapLink":false,"_tribe_blocks_recurrence_rules":"","_tribe_blocks_recurrence_description":"","_tribe_blocks_recurrence_exclusions":"","_featured_video_url":"","footnotes":""},"categories":[4,78],"tags":[],"coauthors":[208],"class_list":["post-16842","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-distribution-industry-news","category-featured"],"yoast_head":"<!-- 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