A Birmingham-based office supplies retailer is planning to take on market leaders by launching a new online service.

WAE+ is launching with over 40,000 discounted items available online in a bid to secure a share of the £450 million office supplies market.

Iain Charnock-Shields, New Business Executive at WAE+, said: "For too long this market has been dominated by the same big players, and we feel really strongly that it's time to offer better customer service, a better buying experience and better prices. 

"We want to remove the stress that can be associated with purchasing office supplies and our easy-to-use online interface allows for a quick, hassle free interaction."

By not using printed catalogues, WAE+ is also looking after the environment. The company has an ultra-low carbon footprint, utilising electric vehicles and recycling 90% of the materials it uses.

Leena Marsh, Development Manager at WAE+, said: "We've spent a long time developing our online site to ensure that it is as intuitive as possible, but that doesn't mean that we are neglecting the personal approach. 

"We wanted to replace outdated methods, such as sending out huge catalogues in an almost anonymous manner, with a new website and dedicated account handler, in a bid to provide a much better experience for our customers."