Case Study:
Simplifying STIHL’s Freestanding Display for a Cleaner, More Efficient Retail Presentation
AE Global partnered with STIHL to redesign an existing freestanding display for its FS line with a clear goal: simplify an over-engineered structure, reduce cost, and create a cleaner, more efficient solution for retail. The new concept needed to stay true to STIHL’s strong orange-and-white brand identity while improving the display from both a production and merchandising standpoint.
The Challenge
The original display had become too complex and too expensive, creating an opportunity to rethink the structure with a smarter, more practical approach. STIHL wanted a display that was easier to assemble, easier to roll out at retail, and better suited for efficient production, without sacrificing shelf presence or product security. The design intent also called for a modular, stackable solution that retailers could install and set up more easily in-store.
To solve for that, AE Global developed two new freestanding display concepts. Both directions were designed to hold product securely using shelf cutouts, increase capacity from 12 units per shelf to 15 units per shelf, and bring total display capacity to 60 units. Both concepts also maintained a clean branded presentation aligned with STIHL’s visual standards.
The Approach
Concept A1 explored a more traditional single-unit freestanding display with a clean vertical profile and bold side-panel branding. Concept B1 introduced a stackable structure with interlocking components, offering a more modular approach while maintaining the same product-holding logic and total capacity. After review, STIHL moved forward with Concept B1.
Once the concept was approved, the project advanced beyond the idea stage. AE Global conducted in-house fit testing and prototyping utilizing our 64″x 120″ Kongsberg MultiCUT cad cutter, then moved into ordering and shipping to STIHL’s warehouse. What began as a redesign exercise became a full development process, from concepting and approval through production execution.
Conclusion
The result was a display system that solved several problems at once. It improved capacity, lowered cost, simplified assembly, and created a cleaner overall retail presentation. It also delivered on the request to make the display more eco-friendly and easier for retailers to install.
By rethinking the display with production efficiency, retail usability, and brand consistency in mind, AE Global helped STIHL turn an overbuilt fixture into a smarter, cleaner solution built for real-world rollout.