What DisplayMax does

DisplayMax, Inc. is a privately held, founder-owned retail services company headquartered in Howell, Michigan, founded in 1991 by Charlie and Sue Domen. The firm operates as an authorized Lozier Certified Provider and distributor, supplying gondola shelving (island, wall, and end cap configurations), liquor store and walk-in cooler shelving, wide span racking, and a full line of retail counters (checkout, transaction, convenience, big box sales, and food & beverage). Beyond hardware distribution, DisplayMax delivers turn-key retail execution services — store surveys (3D virtual, 360, and measure-and-verify), retail construction, fixture and decor installation, millwork, new store setup, store remodels, store resets, gondola relocation, and in-house retail electrical services — executed through dedicated in-house field teams across all 50 states. The company maintains a 35,000 sq ft warehouse stocking Lozier inventory in three standard colors for immediate shipment.

The business runs on two complementary revenue streams: hardware sales (Lozier fixture distribution with quote-based pricing, Net 30 terms, and a 50% deposit on custom orders) and professional services (installation, construction, and electrical work delivered via dedicated project managers and in-house crews of 4–12 field reps). Go-to-market is enterprise field sales targeting national retail chains — evidenced by anchor engagements with Advance Auto Parts (1,000+ resets, 80 stores in 2019), ACE Hardware, The Home Depot, PetSmart, and Fresh Thyme Farmers Market (40+ of 66 openings since 2014) — supplemented by SMB convenience, liquor, and hospitality projects in Michigan and surrounding states. The company's differentiator is its proprietary "Relentless Execution Process," a six-strategy methodology underpinning a 100% Compliance Guarantee, positioning DisplayMax against industry data showing 62.9% of stores fall below 80% compliance on in-store initiatives. The firm remains independent with no institutional funding and no public revenue disclosure.

Name

DisplayMax

Legal name

DisplayMax, Inc.

Website

https://displaymaxinc.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

251–500 employees

Short description

DisplayMax is a founder-owned Michigan retail services company and authorized Lozier distributor that delivers turn-key fixture supply, installation, construction, and electrical services to national retail chains and SMB retailers across all 50 states.

Ownership category

akta.pro rank

Headquarters

HQ city

Howell

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Fixtures and Shelving Sales: Sale of gondola shelving, retail fixtures, counters, and accessories as an authorized Lozier distributor. Products include end cap gondolas, wall gondolas, island gondolas, liquor wall shelving, wine displays, wide span racking, walk-in cooler shelving, and sales counters.
2. Retail Installation Services: Professional in-store services including fixture installation, display installation, new store setup, store remodels, product resets, nationwide rollouts, decor installation, millwork installation, gondola relocation, and retail electrical services.
3. Retail Construction Services: Construction services for new stores, remodels, or store refreshes including product receiving, check-in, decor installation, equipment placement, millwork installation, and wall protection installation. Works within General Contractor phasing plans on major new construction projects.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

DisplayMax sells retail fixtures — primarily Lozier gondola shelving, retail counters, liquor store shelving, walk-in cooler shelving, and wide span racking — and delivers turn-key in-store services including fixture installation, store remodels, new store buildouts, store resets, gondola relocation, store surveys, retail electrical services, decor and millwork installation, and nationwide rollouts. The company operates a 35,000 sq ft warehouse stocked with Lozier products in three standard colors for immediate shipment and uses its proprietary Relentless Execution Process with a 100% Compliance Guarantee.

Product overview

DisplayMax is a retail services company offering turn-key solutions across three complementary areas: Retail Fixtures, Retail Counters, and Retail Services. As an authorized Lozier Certified Provider and distributor, the company supplies gondola shelving (Island, Wall, End Cap), specialized shelving (Liquor Store, Walk-In Cooler, Wide Span), and retail counters (Checkout, Convenience Store, Transaction, Big Box Sales, Food & Beverage). Services span the full project lifecycle including store surveys (3D Virtual, 360, Measure & Verify), construction (New Store Buildouts, Store Remodels), installation (Fixture, Display, Decor, Millwork), and ongoing maintenance (Store Resets, Gondola Relocation). The company also provides in-house retail electrical services and operates a 35,000 sq. ft. warehouse stocking Lozier inventory for immediate shipment. The portfolio is unified under the company's Relentless Execution methodology and 100% Compliance Guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Gondola Shelving Systems Adjustable cantilevered Lozier gondola shelving systems — Island (double-sided), Wall (single-sided, 3-10 ft heights), and End Cap — supplied as an authorized Lozier distributor for retail fixture installations and store remodels. Holds several hundred pounds and is stocked in Platinum Beige, Charcoal Black, and Silver Gray for immediate shipment.
• Liquor Store & Wine Display Shelving Specialized shelving systems for liquor and beverage retail, including illuminated liquor wall shelving with metal ladder systems, walk-in cooler shelving, Lozier wine display components, and beer cave racking — designed for boutique-style bottle merchandising and high-capacity refrigerated storage.
• Walk-In Cooler & Wide Span Racking Heavy-duty widespan racking with rack widths up to 22 inches engineered for large, heavy items such as paint cans, bulk flour bags, and pet food, used in walk-in cooler environments and bulk-display applications. Resists bowing, cracking, or breaking under heavy loads.
• Retail Counters (Checkout, Convenience, Big Box, Food & Beverage, Transaction) Modular retail counter solutions spanning Convenience Store Counters, Checkout Counters (Candy Front, Lottery, Glass/Solid Top Display Cases, ADA-compliant), Transaction Counters, Big Box Sales Counters with aluminum tread plate exteriors and laminate tops, and Food & Beverage service stations for deli, café, and specialty food shops. Configurations include 2, 4, and 5-foot widths in straight, L, or U-shape layouts.
• Retail Construction & New Store Buildouts Turn-key retail construction services for new stores, remodels, and store refreshes, including product receiving and check-in, decor installation, equipment placement, millwork installation, and wall protection installation. Operates within General Contractor phasing plans on major new construction projects covering FF&E scope end-to-end.
• Store Remodels Complete store renovation services for aging locations, newly acquired stores, or outdated merchandising standards, executed in coordination with project managers while maintaining customer access to the sales floor.
• Fixture, Display, Decor & Millwork Installation Professional in-store installation services covering shipment receiving and inspection, fixture assembly, shelf profiling, fixture mobilization, teardown, disposal, warehousing, display installation, decor installation, and custom millwork (office/breakroom furnishing, custom built bins, display units) executed by in-house trained teams without subcontracting.
• Store Resets & Gondola Relocation Retail merchandising resets covering fixture installation, product merchandising, planogram execution, shelf tag replacement, product replenishment, new product cut-ins, and POP implementation, plus gondola shelving repositioning optimized for traffic flow, sight lines, and category adjacencies. Performed in business hours or overnight.
• Store Surveys (3D Virtual, 360, Measure & Verify) Facility survey services providing accurate fixture counts, equipment conditions, and planogram sets using three methods: 3D Virtual Store Scans yielding VR walk-throughs and 4K photos, schematic floor plans, OBJ files, and point clouds; 360-degree Store Surveys anchored to CAD/PDF floor plans; and Measure & Verify Surveys using tape and laser measurements with management interviews.
• Retail Electrical Services In-house retail electrical services including LED lighting installation, digital signage power, illuminated decor installation, and electrical infrastructure for merchandising displays, with overnight coordination capabilities and qualified scope up to large service upgrades (e.g., 400 amp service installations with transformer upgrades).
• New Store Setup Complete end-to-end setup services for new store openings, covering all aspects of fixture placement, merchandising, and store preparation from gondola shelving and counters through grand opening readiness.
• Retail Graphics Graphics services delivered as part of the comprehensive retail services offering, supporting store branding and visual merchandising.

Quantifiable outcome

• Industry studies show 62.9% of stores in retail chains fall below 80% compliance on in-store initiatives; DisplayMax guarantees 100% compliance on every project
• +3 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• LoziercoreTechnology or IntegrationDisplayMax is an authorized distributor and Lozier Certified Provider of retail fixtures, including gondola shelving, counters, storage racking, and accessories. They maintain a 35,000 sq ft warehouse inventory of Lozier products. Lozier has been manufacturing top-tier retail fixtures for sixty years and is renowned for high-quality, durable products that set the industry standard.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DisplayWorks: DisplayWorks provides retail store fixture installation, remodels, and merchandising services for retailers nationwide. Direct comparable in the install-and-execution services lane where DisplayMax positions its Relentless Execution Process.
• Madix Inc. Madix is a major US manufacturer and distributor of retail gondola shelving, store fixtures, and checkouts. Like DisplayMax it sells shelving and fixtures to retailers through field sales, serving auto parts, grocery, and convenience retail with competing product lines.
• Cincinnati Fixture & Display: Cincinnati Fixture builds and installs custom retail fixtures, gondola shelving, and store displays for national retailers. Competes with DisplayMax on custom counter and fixture programs plus installation across multi-store rollouts.
• Streater LLC: Streater manufactures and supplies custom retail store fixtures, gondolas, and wall systems, frequently through dealer/distributor networks servicing national chains. Directly competes with DisplayMax in retail fixture supply.
• Western Storefronts: Western Storefronts designs, fabricates, and installs retail store fixtures and storefronts, with national rollout capability. Closely mirrors DisplayMax's combined wholesale + services offering with a fabrication twist.
• Tricore Corporation: Tricore (formerly Set & Service) is a national retail services provider delivering store remodels, resets, fixture installation, and merchandising across all 50 states. Competes head-to-head with DisplayMax for install-and-buildout programs with major US retailers.
• Tri-En Holdings: Tri-En is a retail services company specializing in fixture installation, remodels, merchandising, and nationwide rollouts, similar in scope and customer profile to DisplayMax's services division.
• Apex Display Solutions: Apex Display provides retail fixtures, custom displays, and store installation services for retailers and CPG brands. Overlaps with DisplayMax in fixture supply and in-store execution services for mid-market and enterprise retail customers.

Broad incumbents

• Lozier Corporation: Lozier is the 60-year-old manufacturer of gondola shelving and retail fixtures that DisplayMax distributes for. While primarily a manufacturer, Lozier's nationwide direct and distributor network overlaps with DisplayMax in retail fixture supply and is the upstream relationship that anchors DisplayMax's model.

Emerging players

• Trion Industries: Trion supplies retail hardware, scan-friendly fixtures, and in-store merchandising components with a focus on loss-prevention and digital integration. Adjacent to DisplayMax in supplying retail store hardware and fixtures, with differentiated tech-enabled product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DisplayMaxRon
• Facebookfacebook.com/DmaxTeam

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DisplayMax