After extensive research and analysis Paper Plus opened a new look Paper Plus store at Sylvia Park Shopping Centre, Auckland, in June, 2007. This was the beginning of a new look and feel Paper Plus offer and launched the repositioning of the brand to a more customer-centred model. The brand change demonstrated market leadership, gained attention in a competitive market and positioned Paper Plus as the lifestyle choice in books, stationery, cards, paper products and associated gifts.
The success of the initial launch of the new-concept store at Sylvia Park, and that of the subsequent refurbishments of the Morrinsville and Papakura stores, inspired the group to be ambitious in rolling out the new concept on a regional basis. Customers and store owners responded very favourably to the new format, commenting that it is not just a stronger look; it has a greater emphasis on books and lifestyle in general, and makes shopping easier with improved store layout and design.