Away from Scranton, the Dunder Mifflin Brand Thrives

A year after online office-supply retailer Quill.com launched a line of printer paper under the label Dunder Mifflin, named after the fictional manufacturer from the long-running NBC sitcom The Office, the Staples subsidiary just announced that it will be expanding the paper brand to include other office supplies: co-branded markers, sticky notes, tissues, disposable cups, storage boxes, and notepads.

While the fictional, Scranton, Penn.-based manufacturer may have struggled as a third-rate company comprised of lovable, if hapless, dolts, the Lincolnshire, Illinois-based Quill has built Dunder Mifflin (in a licensing deal with NBCUniversal) into a million-dollar brand. It is the site’s third-bestselling product, says vice president of merchandising Sergio Pereira

Read more at Bloomberg Businessweek