Viking Direct has rebranded and will now be known as ‘Viking’, and will stop using the word ‘Direct’, in a strategic move motivated by changes the company is seeing in the office supplies marketplace. Updated and refreshed websites have gone live for the UK and Ireland markets, providing a fresh new online interface for its existing and prospective customers.

The new brand is distinctive and aims to appeal to Viking’s existing customer base which primarily consists of small and medium-sized businesses and schools. The other main objective of the Viking brand is to attract a new customer demographic.   

John O’Keeffe, Commercial Director at Office Depot UK and Ireland, said; “The business has evolved hugely over the 21 years since its conception and our new brand ‘Viking’ reflects where we want to be in the future.”

“We know it is time to diversify the brand and make it more accessible. We believe our new logo has a modern, lifestyle feel that will resonate with a wider range of consumers and business people alike.”