MDR
MDR (MDR Innovation) is a privately held retail display and visual merchandising firm in Millburn, NJ, providing end-to-end POP design, engineering, manufacturing, and digital shopper marketing services to enterprise consumer brands across CPG, pet care, home improvement, and pharmacy retail.
- Company typePrivate
- Founded2009
- HeadquartersWest Orange, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What MDR does
MDR (operating as MDR Innovation) is a privately held retail display and visual merchandising company headquartered in Millburn, New Jersey. The firm provides end-to-end point-of-purchase (POP) services spanning design, engineering, 3D modeling and rendering, prototyping, manufacturing, and physical distribution, alongside digital shopper marketing capabilities including geo-targeted digital out-of-home and in-store digital engagement. Its core offerings are built around a vertically integrated production model in which merchandising concepts are developed, prototyped, and produced in-house before being shipped to retail.
MDR serves enterprise consumer brands across multiple categories, including home care and personal care (Unilever, Johnson & Johnson, The Pink Stuff), home improvement (Scotts Miracle-Gro, Benjamin Moore), pet care (Royal Canin, King Oscar), health and wellness (Weleda, NJOY), specialty retail (REMY VABC), and grocery and drug retail (Giant Food, Albertsons, Publix). Commercial activity is anchored by project-based custom engagements such as Royal Canin's modular POP system, King Oscar's branded shelf solutions, and front-end pharmacy redesign programs for major grocery chains.
The business model is agency-style: MDR earns revenue through design, engineering, prototyping, manufacturing, and distribution fees tied to branded retail programs, with digital shopper marketing as a complementary revenue stream. The company is led by Richard Heyderman and is privately held with no disclosed funding rounds, acquisitions, or public financial statements. Strategic positioning in 2024 has shifted toward integrating AI-driven in-store digital engagement via a partnership with Raydiant, extending the firm's offering from physical fixtures into connected, data-producing retail media surfaces.
MDR firmographics
Firmographics- Name
- MDR
- Legal name
- MDR LLC
- Website
- https://mdrinnovation.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MDR (MDR Innovation) is a privately held retail display and visual merchandising firm in Millburn, NJ, providing end-to-end POP design, engineering, manufacturing, and digital shopper marketing services to enterprise consumer brands across CPG, pet care, home improvement, and pharmacy retail.
- Ownership category
- akta.pro rank
MDR industry classification
Industry- Product category
- Retail Display Design and Manufacturing Services
- NAICS
- Graphic Design Services (54143), Indoor and Outdoor Display Advertising (541850), Showcase, Partition, Shelving, and Locker Manufacturing (337215)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330), Miscellaneous Furniture & Fixtures (2590)
- akta.pro primary industry
- Packaging & Product Brand Design (BPAFAEAG)
Keywords
Where MDR is headquartered
LocationHeadquarters
- HQ city
- West Orange
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MDR business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Display Design & Manufacturing: MDR generates revenue through designing, engineering, and manufacturing retail displays, environments, packaging, and promotional materials for brand clients. Services include POP design, 3D modeling, prototyping, manufacturing, distribution, and digital shopper marketing. Projects are custom/bespoke engagements with enterprise brands.
- Digital Shopper Marketing Services: Digital marketing services helping brands engage with customers in store both digitally and physically, including geo-targeted ads, shopper planning, and campaign optimization.
- Engineering & Prototyping Services: Engineering services for retail displays and prototyping to bring designs to life for testing and validation before full production.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
MDR product offering
Product offeringCore offering
MDR designs, engineers, manufactures, and distributes retail displays, in-store environments, packaging, and promotional materials for enterprise consumer brands. The firm complements its physical merchandising services with digital shopper marketing, producing branded digital content, interactive experiences, and digital signage activations for the same retail clients. Each engagement is bespoke, taking a brief from concept through visualization, prototyping, production, and delivery to retail.
Product overview
MDR Innovation is a retail display and visual merchandising company offering an integrated service model combining design, engineering, manufacturing, and digital shopper marketing. The company operates as a single-source provider with core service pillars including POP Design, Engineering, Manufacturing, Digital Shopper Marketing, 3D Modeling & Rendering, Prototyping, Brand & Shopper Communications, and Manufacturing & Distribution. These services are delivered through a Collaborative Process methodology. The product portfolio spans multiple categories including Retail Displays (e.g., Royal Canin Modular Display System, Royal Canin Stack Rack, The Pink Stuff Displays, Honey Stinger Displays, Unilever Dove Endcap, FreshWave Display, Weleda Displays, NJOY Displays, J&J Depuy Synthes Showcase, REMY VABC Luxury Spirits Display), Aisle Reinvention (RC Aisle Reinvention), Digital Marketing (King Oscar Sardines campaign), and Retail Environments (Aveeno Pop-Up & Retail Displays, Terrible Herbst POP-UP & Aisle Displays, Royal Canin Perfect Vet Clinic, J&J Albertsons Pharmacy, Publix Pharmacy Redesign). Notable technology integration includes Raydiant's AI-based in-store digital engagement platform for shopper detection and content delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Retail Display Design
Quantifiable outcome
- Royal Canin shipping costs reduced from $1,850 to $86 per unit (95% reduction), enabling profitability with one inventory turn.
- +3 more outcomes
Companies that use MDR
Customer profileNamed customers14 records
Segments2 records
Ideal customer profiles1 record
MDR technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature3 records
MDR partnerships and signals
Strategic signalScale indicators5 records
Recent moves4 records
Expansion highlights5 records
MDR competitors and assessment
Company assessmentEmerging players
- Fitch: Fitch is a brand-led retail and customer experience consultancy working with CPG and retail clients on store design, packaging, and shopper experience — partial overlap with MDR's integrated retail design services.
Direct peers
- Merchandising Displays Inc. (MDI Group): MDI Group is a manufacturer and designer of retail point-of-purchase displays, fixtures, and packaging for CPG brands — directly comparable to MDR's POP display, packaging, and in-store merchandising services.
- Array Marketing: Array Marketing is a retail merchandising and display design/manufacturing firm serving global consumer brands with in-store displays, fixtures, and packaging — a near-direct functional comparison to MDR's design-to-distribution model.
- Innomark Communications: Innomark designs and manufactures retail merchandising displays, signage, and shopper marketing programs for consumer brands — overlapping MDR's full-service POP and shopper marketing offering.
- Chase Design Group: Chase Design Group is a retail-focused brand and packaging design agency serving CPG clients with structural packaging and point-of-sale display design — directly comparable to MDR's POP and packaging services.
- The Vomela Companies: The Vomela Companies provide large-format graphics, retail displays, and visual merchandising solutions for enterprise brands — a direct functional peer to MDR's display manufacturing and design capabilities.
- Frank Mayer Associates, Inc. Frank Mayer Associates is a direct peer: a design, engineering, and manufacturing firm specializing in retail displays, kiosks, and in-store merchandising solutions for enterprise brands — the same core service model MDR delivers.
Broad incumbents
- George P. Johnson Experience Marketing: George P. Johnson is a large global experiential and shopper marketing agency that designs brand activations and in-store experiences for major consumer brands — broader incumbent in MDR's shopper marketing and brand activation space.
- Landor & Fitch: Landor & Fitch is a global brand strategy and design consultancy that operates across packaging, retail, and shopper experience — overlapping with MDR's brand and shopper communications work but at much greater scale and with broader portfolio.
- CBX (formerly Chute Gerdeman): CBX is a retail brand strategy and shopper experience consultancy serving global CPG and retail clients with design, packaging, and in-store experience work — a broader incumbent adjacent to MDR's retail environment design.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MDR social profiles
Digital presenceMDR financial estimates
Financial estimateRevenue estimate
Valuation estimate
MDR leadership team
Management profileNumber of profiles
Profiles1 record
MDR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MDR M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MDR
What does MDR do?
MDR designs, engineers, manufactures, and distributes retail displays, in-store environments, packaging, and promotional materials for enterprise consumer brands. The firm complements its physical merchandising services with digital shopper marketing, producing branded digital content, interactive experiences, and digital signage activations for the same retail clients. Each engagement is bespoke, taking a brief from concept through visualization, prototyping, production, and delivery to retail.
Is MDR a public or private company?
MDR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MDR founded?
MDR was founded in 2009. It employs 11 to 50 people.
Where is MDR based?
MDR is headquartered in West Orange, United States, in the North America region.
How does MDR make money?
Three revenue lines are on record. Retail Display Design & Manufacturing is the primary driver. The others are digital Shopper Marketing Services and engineering & Prototyping Services.
Who are MDR's main competitors?
Fitch is listed as an emerging player. Direct peers are Merchandising Displays Inc. (MDI Group), Array Marketing, Innomark Communications, Chase Design Group, The Vomela Companies and Frank Mayer Associates, Inc.. Broad incumbents are George P. Johnson Experience Marketing, Landor & Fitch and CBX (formerly Chute Gerdeman).
Does MDR have an API?
No public API is recorded for MDR.
What industry is MDR in?
MDR's product category is Retail Display Design and Manufacturing Services. Its primary akta.pro industry code is BPAFAEAG, Packaging & Product Brand Design. Its NAICS code is 54143 and its SIC code is 7330.