Birchwood Display - Modular Wood Systems

Press Room at Birchwood Display

Dr. Display Reinvents Itself as Birchwood Display

BEND, OR – July 18, 2007 – Today, Birchwood Display, formerly Dr. Display, announced an entirely new image designed to emphasize its popular wooden modular display systems. Founded in 2005, Birchwood Display creates award winning merchandising solutions that improve how products sell while maximizing available space for retailers.

“The change in name and identity is a direct result of the success of our modular systems,” said Cecil Wilson, owner.  “Customers are looking for merchandising tools that display products more clearly and attractively. They don’t want to sacrifice high quality or customer service for an easy-to-use system, which is symptomatic of working with most mass production display manufacturers. At Birchwood, we continue to provide a high quality system with unbeatable customer service, helping retailers make the most of their footprint.”

The new brand identity has been created based on feedback from staff and customers that appreciated the versatility of stackable and interchangeable units.  Because Birchwood’s units are modular, they can be arranged in several configurations, creating the effect of a custom made display.  

“All of our units are handcrafted with real birch,” continued Wilson.  “Retailers can achieve a higher end look, yet provide excellent storage and space for displaying products.  Simply stated: it increases the amount of product a retailer can showcase in one single area – providing more opportunity for sales.”

Birchwood Display hired Every Idea, LLC, one of Central Oregon’s elite marketing agencies known for intelligent branding and award-winning creativity, to drive the new name, logo, and corporate image for Birchwood Display.  The result: a cleaner, more corporate look ready for introduction in August 2007. (See attached image).    


In the past two years, the company has built a solid business with customers throughout the United States.    Birchwood Display prides itself in easy ordering at www.birchwooddisplay.com and versatile accommodations.  Their new website includes a list of tradeshows they will be participating in for the year.  Look out for Birchwood Display as they penetrate markets across the U.S. providing award winning display systems to new businesses in need of efficient display fixtures.

About Birchwood Display
Birchwood Display was founded as Dr. Display in 2005 in Prineville, the company is owned by Cecil Wilson. A family owned business of 30 years, Vandercraft, was the inspiration for Birchwood Display.  Vandercraft makes wooden postcards for the souvenir market. When designing the space efficient towers to display the postcard line, it was an inspiration to extend the idea into other merchandising opportunities to become what is now Birchwood Display.  It soon launched a new line of American made wood fixtures for jewelry, gifts and general merchandise. The business now encompasses wood modular designs that are ready made for use. Manufacturers also consult Birchwood Display to diagnose and design custom merchandising programs that enhance their products and get the most out of a re-seller’s footage. For more information, visit their website at birchwooddisplay.com or call 541-447-1548.

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