Office Depot’s Parent Drops the ODP Name and Puts a 40-Year-Old Brand on Its B2B Distributor

The ODP Group is now Office Depot Group. Its B2B distributor, ODP Business Solutions, becomes Office Depot Business. Digital Commerce 360 reports that the move puts the 40-year-old Office Depot name on both the retail stores and the distribution business.

What the article says

Digital Commerce 360’s Kevin Williams, writing on September 18, reports that the parent of Office Depot, formerly The ODP Group, has rebranded as Office Depot Group and dropped the ODP Business Solutions name for its distribution business in favor of Office Depot Business. The move unifies the 40-year-old Office Depot brand across its retail stores and its B2B distribution operations. CEO Craig Gunckel wrote on LinkedIn that Office Depot is “a brand with more than 40 years of history behind it,” and said the new name would appear on the website, communications and social channels in the coming weeks. Alys Reynders, chief marketing officer at the operations platform Quickbase, says the single name makes sense for consistency, and notes that procurement officers “have already built four decades of connotations” to the Office Depot brand. Shailendra Pratap Jain, professor of marketing at the University of Washington’s Foster School of Business, says the name gives the B2B business immediate familiarity, but “the name itself cannot accomplish the turnaround.”

Why it matters at the top of the house

The company gets one name across stores and distribution. It gives up a separate name for the B2B business and takes on everything buyers already think Office Depot means. Office Depot sells office supplies, not industrial products. A manufacturer or distributor that holds an invented corporate name beside a brand its customers have known for decades faces the same choice. The article reports the decision and two outside views of it, not results.

Source: Digital Commerce 360, “The ODP Group rebrands as Office Depot Group, ditches ODP Business Solutions name,” by Kevin Williams, September 18, 2026. The Marketing Table shares the link and a note on why it matters; the article and its copyright belong to the publisher.