OfficeZilla

What OfficeZilla does

OfficeZilla is a U.S. business products distribution platform operating as a wholly-owned subsidiary of AIA Corporation, headquartered at 222 W. College Ave, Appleton, Wisconsin. The company runs two interconnected business lines: a direct B2C/B2B e-commerce storefront at store.officezilla.com selling office supplies, facility products, breakroom supplies, furniture, and technology to end customers, and a dealer/franchise network that equips independent business product dealers and aspiring sales professionals with a turnkey operating solution. The company was founded around 2011 by Marie Keeton, Brian Curin, and Alan Woods, was acquired by AIA Corporation on January 16, 2018, and operates under the legal entity Zilla Holdings, LLC (a Delaware LLC).

The core technology is a cloud-based platform combining a managed B2B e-commerce site, a built-in CRM (included without separate licensing), a dealer dashboard with customer insights and margin management tools, a marketing tech suite (digital and print campaigns plus sales tools), and a back-office support system that handles sales tax filings, vendor payments, customer billing, margin calculations, and credit card processing. OfficeZilla maintains and updates the platform on behalf of dealers, who retain ownership of their customer relationships and brand identity. The platform is designed to serve both sophisticated procurement managers and traditional ("old-school") customers.

The company monetizes through two revenue streams: (1) transaction margins and product sales on the direct e-commerce storefront, and (2) a managed-services revenue model from the dealer network, where independent dealers and sales professionals access strategic supplier pricing — including a first-call wholesale relationship with S.P. Richards Company (a Genuine Parts Company subsidiary) announced May 10, 2019 — and operational support that would be cost-prohibitive to build independently. Pricing for the dealer solution is not publicly disclosed. The company employs 11-50 people and operates exclusively in the United States.

Name

OfficeZilla

Legal name

Zilla Holdings, LLC

Website

https://officezilla.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

OfficeZilla is a U.S. business products distribution platform and wholly-owned AIA Corporation subsidiary that equips independent dealers with a turnkey ecosystem (e-commerce, CRM, marketing, back-office) and sells office, facility, and breakroom supplies directly via B2C/B2B e-commerce.

Ownership category

akta.pro rank

Product category

Office Products Distribution

NAICS

Office Equipment Merchant Wholesalers (42342), Office Administrative Services (5611)

SIC

Computer & Office Equipment (3570), Retail-Catalog & Mail-Order Houses (5961), Services-Facilities Support Management Services (8744)

akta.pro industry

PRIMARYCRAFAHAF

Office Supplies, IT & Workplace Procurement Marketplaces

Consumer Products & Retail/E-commerce & Marketplaces/Wholesale/B2B E-commerce Marketplaces

SECONDARYCRAOALAF

Office Supplies Wholesale Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Books, Office Supplies & Stationery Distribution

SECONDARYCRAOALAG

Office Technology & Consumables Distribution (Printer Supplies, Toner, Paper)

Consumer Products & Retail/Wholesale, Distribution & Category Management/Books, Office Supplies & Stationery Distribution

SECONDARYCRALABAE

Office Furniture & Workspace Accessories Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Office Supplies & Stationery Retail

SECONDARYBPAAAGAK

Order-to-Cash (O2C) Operations (Order Admin, Credit, Invoicing, Collections Handoff)

Business & Public Services/Administrative & Support Services (BPO, Call Centers, Back Office)/Finance & Accounting Outsourcing (AP/AR, GL, Billing)

Keywords

• Office supplies distribution
• Business products ecommerce
• Dealer network platform
• Facility products retail
• B2B procurement platform

Headquarters

HQ city

Neenah

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales (B2C/B2B E-commerce): OfficeZilla operates its own e-commerce storefront at officezilla.com selling office supplies, facility products, breakroom supplies, furniture, and technology directly to end customers (businesses and consumers). Revenue is generated through product transaction fees and margin on sales.
2. Dealer Network / Franchise Model: OfficeZilla recruits independent dealers and sales professionals into its franchise/dealer network. The company provides a turnkey operating solution including technology, back-office, marketing, and purchasing support. Dealers retain ownership of their businesses and customer relationships while paying fees or buying through OfficeZilla's supply chain for margin advantage.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

OfficeZilla operates a dual-channel business products distribution model: (1) a direct B2C/B2B e-commerce storefront at officezilla.com selling office supplies, facility products, breakroom supplies, furniture, and technology to end customers, and (2) a dealer network platform providing independent business product dealers with a turnkey operating solution including a managed e-commerce site, integrated CRM, marketing tech suite, back-office support, and access to top-tier supplier pricing via partnerships like S.P. Richards Company.

Product overview

OfficeZilla is a business product distribution ecosystem providing independent dealers with a turnkey operating solution. The core platform consists of an industry-leading B2B e-commerce site combined with integrated CRM, a marketing tech suite, back office support, and customer service capabilities. The dealer dashboard provides customer insights and margin management tools. The company operates both as a B2B dealer partnership platform (offering full-service solutions) and as a direct-to-consumer B2C online retail store for office and facility products.

Differentiator

Problem solved

Functional benefit

Products and services

• Full-Service Dealer Solution A comprehensive turnkey operating solution for independent business product dealers combining a managed e-commerce platform, marketing tech suite, integrated CRM, back-office support (sales tax filings, vendor payments, billing), customer service, training, and peer community access. Dealers retain 100% ownership of their business and customer relationships.
• OfficeZilla Online Store B2C/B2B online retail platform offering office supplies, facility products, breakroom supplies, furniture, and technology products directly to end customers with customer self-service purchasing, account registration, and order management.

Quantifiable outcome

• Dealers can compete against big box and online competitors by leveraging strategic industry partnerships, razor-sharp cost files, and a full technology and administrative support team.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• S.P. Richards CompanycoreChannel Partner/ Reseller/ Distributor · 10 May 2019OfficeZilla announced a first-call relationship with S.P. Richards Company on May 10, 2019. S.P. Richards, a wholly-owned subsidiary of Genuine Parts Company (GPC: NYSE) and a leading wholesale distributor of business and office supplies, became OfficeZilla's primary business products wholesaler.
• AIA CorporationcoreStrategic or Co-development Partner · 16 January 2018AIA Corporation, a leading distributor in the promotional products industry providing financial, technical, sales, marketing, and purchasing solutions to entrepreneurs in distribution businesses, acquired OfficeZilla on January 16, 2018. The combined operations created expanded sales opportunities for both AIA's and OfficeZilla's distributor communities. OfficeZilla operates as an AIA-owned brand. As of May 2020, AIA appointed Nancy Schmidt as CEO, who had previously served as CFO.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Amazon Business: The B2B arm of Amazon targeting SMB procurement with massive catalog, fast shipping, and analytics; a broad incumbent squeezing small office-products distributors and dealers, including the SMB customers OfficeZilla targets.

Direct peers

• Quill: Staples-owned B2B office supplies e-commerce platform serving SMBs with deep catalogs and competitive pricing; a close functional peer to OfficeZilla's direct e-commerce storefront and dealer-served SMB channel.
• Staples: One of the largest office products retailers in North America with a strong B2B/B2C e-commerce storefront selling office supplies, furniture, and breakroom products; competes head-to-head with OfficeZilla's consumer site and pressures its dealer partners.
• Independent Stationers (now part of OPCDI / United Office Products): A cooperative of independent office products distributors aggregating buying power; an analog to OfficeZilla's dealer-aggregation strategy with overlapping customer base of independent resellers.
• Veritiv Corporation: North American distributor of printing, packaging, and office products serving B2B customers and resellers; comparable distribution model and overlapping product categories with OfficeZilla.
• Office Depot: Major office products retailer operating physical stores and a large B2B/B2C e-commerce platform; directly comparable to OfficeZilla's online retail and wholesale-distribution activities.
• Essendant: A leading U.S. wholesale distributor of office products serving resellers and dealers; directly comparable as a distribution-channel peer whose reseller ecosystem overlaps with OfficeZilla's dealer network.

Others

• Shopify: Cloud e-commerce platform provider that could replicate parts of OfficeZilla's dealer storefront and CRM bundling; relevant as a potential competitive substitute for the OfficeZilla technology stack.
• S.P. Richards Company: Wholly-owned subsidiary of Genuine Parts Company and OfficeZilla's primary wholesale partner; operates in the same office products distribution channel and shapes the economics of OfficeZilla's dealer program.

Regional players

• ImageFIRST Healthcare Laundry / Blue Star Inc. Independent office products dealer/distributor serving regional B2B customers in similar product categories (office supplies, janitorial, breakroom); comparable as another technology-enabled independent dealer operation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/OfficeZilla

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OfficeZilla