Tekera Group Introduces Wooden Display Case for Waterford Pens

Since the Waterford brand name is so well respected, its identity must be maintained among all types of products and display presentations. The new line of Waterford fine writing instruments and stationery from Tekera Group LLC received that attention to detail with the introduction of its line in a permanent wooden display case that offers a standalone presentation for the products."People trust the Waterford name before they trust the product itself, so we needed a display that was equally befitting of the hundreds of years of Irish tradition built into the Waterford brand," says Scott Meherin, co-president of the Camarillo, Calif.-based company. "Our goal was to take that tradition and translate it into writing instruments and stationery. We wanted to find a way to make a statement about those products for stores that was worthy of the number-one gift-giving brand in the United States."The result was an elegant wooden display base holding a four-tiered glass case that is arrayed with various products in the line. The display was produced by Felbro Inc., Los Angeles, in January, following development of prototypes that were sent to key accounts for feedback last summer. The unit measures 24 inches wide and 14 inches deep, with a 36-inch-high maple wood base and a 34-inch-high glass cabinet. Halogen downlights illuminate the interior and draw light down to the lowest tier.The display also includes a variety of acrylic product holders to provide a strong visual presentation that doesn't interfere with the products' elegant lines. "We use a large number of acrylic holders because they work so well for under-glass presentations," Meherin says. "They are very effective for showing each merchandised product individually."The lower cabinet holds inventory, with the display containing more than $4,000 in merchandise, he notes. The cabinet is secured with a deluxe locking mechanism, while the overhead cabinet component features the Waterford name and seahorse logo that is laser-cut into the wood in brushed silver.The display has been distributed to a variety of fine pen, luggage and gift stores. "The stores receiving it run the gamut of high-end specialty stores," Meherin says. "It's a great all-around piece for us. It projects a very high-end look and can support a lot of product."

Tekera Group Introduces Wooden Display Case for Waterford Pens

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