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Raja Group's acquisition of Viking, including the Office Depot Europe Contract business, marks a significant consolidation in the office supplies industry. This strategic move enhances Raja Group's market position across seven European countries, expanding its customer base and logistical capabilities. The acquisition aligns with Raja's vision to be a comprehensive partner for business needs, reinforcing its leadership in the sector.
Founded in 1960, Viking is a leading supplier of office supplies, stationery, and furniture. Its core products include paper, writing instruments, office chairs, desks, printers, and cleaning supplies. Viking differentiates itself with unique selling points such as free delivery on orders over £59, next working day delivery, and a hassle-free 30-day returns policy. Additionally, Viking offers a loyalty program, extensive product range, and a strong emphasis on sustainability and customer service.
Raja Group is a European leader in the distribution of supplies and equipment for businesses. The company specializes in packaging, office supplies, and warehouse equipment, serving over 2 million customers across various sectors. With operations in 19 European countries through 26 companies, Raja Group holds a strong market presence and influence. The company is also noted for its commitment to environmental and societal values, further enhancing its reputation in the industry.
Raja Group completed the acquisition of Viking on November 2, 2021. This acquisition came at a time when the office supplies industry was undergoing significant consolidation, driven by the need for companies to expand their market reach and enhance logistical capabilities. The timing also aligned with Raja Group's strategic goals to strengthen its position in the European market and achieve synergies in purchasing, transportation, marketing, and sales.
The acquisition of Viking by Raja Group has led to significant changes in operations and management. Viking's distribution centers in Leicester, UK, and Großostheim, Germany, have been integrated into Raja Group's logistics network, enhancing operational efficiency. Additionally, Simon Allan-Brooks was appointed Managing Director of Viking UK and Ireland, reflecting a strategic shift in leadership. The acquisition also brought 1,500 new employees into Raja Group, with a warm welcome from Danièle Kapel-Marcovici, CEO of Raja Group, who highlighted their professionalism and experience as major assets.
In terms of product offerings and services, the acquisition has allowed Raja Group to expand its geographical coverage and enhance its logistics capabilities. Viking's strong e-commerce platform and customer service focus have been pivotal in this transition. The integration aims to revitalize the Viking brand, offering a broader range of 250,000 products and improving service delivery. Employee reactions have been positive, with optimism about the strategic transformation. While direct customer reactions are not detailed, the emphasis on improved service and product range suggests a favorable outlook.
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