Dr. Max

OfficeMax’s Michael Feuer mixes defibrillators and sex-enhancement pills in hopes of creating the ultimate baby boomer marketing scheme

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Back in 2008, five years after selling his OfficeMax chain for $1.5 billion, Michael Feuer got the itch to return to the retail game.

Since selling OfficeMax—which he’d built into a 1,000-store, $5 billion empire—Feuer had started Max Ventures, a firm that furnished seed money to a variety of specialty retailers, along with the entrepreneur’s considerable experience. But brand creators like creating brands, and Feuer was no exception. His only trouble was choosing a category he had a feel for and one that hadn’t been tapped out.

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