Flax Art Puts Reliable Home Office Up for Sale

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Flax art & design, the multichannel marketer of art supplies, framing, paper products and gift items, said this week that it is exploring the sale of its Reliable Home Office brand.


Flax wants to sell Reliable Home Office so it can focus on its two larger brands, Flax art & design and T. Shipley, according to the company.


Reliable Home Office was acquired by San Francisco-based Flax in 2002. It consists of a catalog and Web site, reliablehomeoffice.com, and targets the small office and home office market. The product selection includes high-quality furniture, lighting, storage and office accessories.


The brand's house file has more than 330,000 names with 10,000 names in its 24-month file. The average order size is more than $180.


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