ESSELTE LAUNCHES UNIQUE DESIGN-LED RANGE

December 27, 2005

The range has been specifically developed from consumer research commissioned by Esselte, which highlighted that end-users want their working environment to be efficient yet more attractive. Allura is Esselte’s first fully integrated range comprising 18 design-led, ergonomic products which are available in two new attractive colours - Crystal Blue aimed at fashion conscious women and Quartz Grey aimed at the image driven male.

The portfolio of Allura products include:

•Desktop, staplers and perforators - mini stapler, desktop stapler, stand up desktop stapler, electrical stapler, small perforator and office perforator;

•Desktop moulded products – lettertrays, magazine files, desk organisers, pencil pots and waste bins; and

•Mobile filing – 3 flap folder, box file, divider book, display book 20 pages, display book 40 pages, divider book 6 tabs and divider book 12 tabs.



The launch is supported by a Pan-European marketing campaign titled ‘Dress to Impress’ which is aimed at image conscious office professionals.

The new advertising campaign uses dramatic visual imagery that focuses on the range’s unique selling proposition (USP) – its aesthetic appeal. The advertisements, which reflect fashion advertising, use the unusual shapes of the stapler and hole puncher to echo pieces of jewellery - the stapler as an earring and the hole puncher as a necklace.

The advertisements will appear as press ads inserted in glossy magazines and secretarial titles. To support the campaign eye-catching trade leaflets and package inserts will be distributed through the existing range. In addition the campaign will be supported by a consumer public relations programme.

A microsite will be launched containing product information and a competition, together with an e-shot and web banners on Esselte’s home page and 3rd party sites.

Elisabeth Ekberg, Export Manager Baltics, Esselte, commented: “We are delighted to be able to offer consumers the first range of office products to effectively combine functionality and design without compromising quality. These fashionable accessories allow people to add an element of personal style to their work space, without being overt. The design is ergonomic and offers a fashionable solution to an environment which is often uninspired”.

The range can be found at Office Supply Dealers.

•Esselte is the Baltics leading office supplier and one of the largest global office supplies manufacturer. The company develops innovative solutions that simplify the modern home and workplace and sells more than 30,000 different office products in over 120 countries through 29 offices. Its principal brands include Esselte, Leitz, Pendaflex and Xyron. More information about Esselte can be found by visiting www.esselte.com

For further information please contact: Elisabeth Ekberg at eekberg@esselte.com