MDR

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.

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

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

• Retail display design
• Point-of-purchase displays
• Visual merchandising
• Retail environments
• Digital shopper marketing

Headquarters

HQ city

West Orange

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Core 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

Named customers14 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature3 records

Scale indicators5 records

Recent moves4 records

Expansion highlights5 records

Emerging 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

• Facebookfacebook.com/profile.php?id=100064854424516
• Instagraminstagram.com/mdrinnovation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MDR