Stationer Debuts First Custom Merchandiser

Grand Rapids, Mich. -- Don Kallil, president of Design Design Inc., a papergoods company, has had it with standard industry displays. In late April, the company shipped its first-ever proprietary fixturing system to a Hallmark store in Davison, Mich. Last month the company "officially" debuted the system at the National Stationery Show and is preparing to ship more orders.Design Design supplies alternative stationery vendors, such as gift shops, specialty grocery stores, bookstores and department stores with a variety of paper products, including greeting cards, paper party ware and tableware, gift packaging, and a line of gift notepads, magnets, journals and other items."We're trying to present our products fashionably and in an upscale way," says Kallil. "We wanted a display system that made our product look good and that was unique enough that it was identifiable to us as a company."Until now, the company used only "industry standard displays," he says. "In a world where the mass brands are really aggressive right now, we felt it was a good time to offer our accounts something that made them special. And if it can't be price, it can be product and a way of shopping that makes people feel good."While presenting an appealing environment that's easy for consumers to shop is important, so is providing flexibility from a retail point of view. Kallil says the new system, produced by Florence, Ky.-based Consortium Cos., does both.The system is composed of 24-inch-wide by 81-inch-high gently bowed sections that can be connected via aluminum extrusions to form a range of configurations. Two sections can be attached back-to-back to form a 2-foot-wide, double-sided freestanding unit to maximize merchandising options in very small shops, or serve secondary placement needs. Roomier stores might create a concept shop by connecting six or eight sections. Connected to form a modified triangle, three sections can wrap around a store's support columns, effectively turning dead space into dollars. "Most commonly the sections will be used in-line, but they can be used to form kiosks, too. That's the beauty of it," Kallil says.At the top of each section, an acrylic header with the company name overlaps a smooth metal header. Spacers between the two layers provide a 3-D look. A length of scalloped, decorative wood molding fits on the outside edges of a completed system. Wire and formed-acrylic trays merchandise wrapping paper and tableware, while vertical spinners with formed acrylic pockets hold greeting cards.Independent commissioned sales agents will be responsible for setting up and maintaining the displays, although Kallil says the assembly is easy enough that retailers could do it.While Kallil ordered just 100 units in the initial run, he admits there is potential for as many as 56,000. "We're in 7,000 accounts now, and if every store wanted the largest configuration of eight panels, I'd be very happy," he says. "I'm estimating, however, that we'll move anywhere from 200 to 600 units this year. Sometimes it takes a while to educate your reps."Promoted in a slick catalog, the display system generated immediate response from accounts. "We're very pleased with the early results," Kallil says. The Hallmark store ordered eight sections from the catalog and connected them in a rectangular unit housing greeting cards, paper tableware and gift packaging. Retailers purchase the system outright, although a portion of the price is off-set by Design Design.

Stationer Debuts First Custom Merchandiser

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