Staples Launched New Campaign to Boost Enterprise Services
The retailer is repositioning its brand beyond basic office supplies to capture more enterprise-level business.
Updated on Sept. 23, 2026 in Advertising
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Staples has debuted a marketing campaign featuring a black hard button to pivot consumer perception toward its enterprise-level services. This shift arrives as the company targets its existing base, which includes 75% of Fortune 500 companies.
Why it matters
The retailer is attempting to leverage its footprint of more than 900 stores to expand its service revenue and move past its historical reputation for simple office supplies. This evolution follows the appointment of Bob Sherwin as Chief Marketing Officer in June 2025.
Staples currently operates more than 900 brick-and-mortar stores and serves 75% of Fortune 500 companies. The company was acquired by Sycamore Partners for $6.9 billion in 2017.
The players
Staples
A major office supply retailer with over 900 stores that currently provides services to 75% of Fortune 500 companies.
Sycamore Partners
A private equity firm that acquired Staples for $6.9 billion in 2017.
Bob Sherwin
The current Chief Marketing Officer of Staples who joined the company in June 2025.
Bandits & Friends
The creative agency assisting Staples with the development of the Hard vs. Easy marketing campaign.
The details
The campaign, developed in-house with agency Bandits & Friends, uses video advertisements that depict managers solving complex workplace mishaps through Staples services. By introducing a new black hard button, the firm aims to build a modern visual identity that differentiates its current enterprise offerings from the original easy button introduced over 20 years ago. The strategy is designed to move the brand's narrative from retail products to integrated corporate solutions.
Timeline
Staples was sold to Sycamore Partners in 2017.
Bob Sherwin joined as CMO in June 2025.
The Hard vs. Easy campaign ads debuted the week of September 23, 2026.
The campaign expands to emphasize consumer gifting in Q4 2026.
Market Landscape
This campaign represents a strategic pivot for the retailer, moving away from the legacy brand equity of its original easy button. The initiative follows a pattern of established retailers shifting focus toward higher-margin enterprise services to retain their existing corporate client base.
Operators should monitor whether this shift into enterprise services influences competitive pricing or service levels in their local markets. Watch for similar branding updates as vendors increasingly attempt to upsell existing corporate clients on higher-margin service contracts.
The takeaway
Legacy brands often face difficulty evolving beyond their most famous product identifiers without a complete refresh of the core value proposition. Review your current marketing assets to ensure they reflect your most profitable service lines rather than your oldest legacy products.
What happens next
Staples plans to expand the Hard vs. Easy platform to include gifting and consumer-focused opportunities during the fourth quarter of 2026.
Further reading
For more on industry shifts, visit our Advertising section.
Source note: This article includes information reported by Retail Dive.
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Do you still view Staples as a primary destination for your personal office supply needs?
