Experience And Expertise

How DNI Came To Life

As a family owned and operated company, DNI Retail Design has been dedicated to the innovative design and production of retail displays for over 10 years. Originally called "Display Network", DNI was founded by President Jeff Pacelt in 1996 as an outgrowth of FPI – a company started by Jeff’s father. Working through advertising and promotion agencies, Display Network designed and manufactured retail displays for many national companies such as Absolut Vodka, Jiffy Lube, Labatt's, Red Stripe, Rolling Rock and Samuel Adams, as well as mobile phone companies NEC and Nokia. The company continued to grow, and develop its work with phone manufacturers even further – which eventually led to their current leadership role in producing displays for the wireless industry with companies such as Alltel, AT&T, Cricket Communications and Verizon Wireless.

Over the years, DNI has also designed and manufactured displays for Eureka Vacuum Cleaners, Everpure, Gibson Guitars, Motorola, Rigid Tools, United Airlines and Wilson Sporting Goods – eventually outgrowing its office space and making the move to its new headquarters in St. Charles, Illinois, and officially changing their name to DNI Retail Design.

Today, the company employs top design and marketing professionals, and specializes in offering its clients total In-Store Marketing services. This includes market research, the design and manufacturing of fixed and freestanding displays, interactive kiosks and retail fixtures, as well as complete store designs and build-outs. DNI also provides warehousing, distribution and store installation, as well as online ordering and inventory management of their accounts – for a complete client solution.

Our talented team consists of experts in the industry, who work with each client one-on-one to ensure that every need is met beyond expectations – on time, and on budget, every time. Take a few minutes and meet the DNI team for yourself.

Meet The DNI Experts

Jeff Pacelt – President
Jeff was brought up in the display business. His father, Fred Pacelt worked for a company called Poster Products, which was one of the first major display companies in this country. Leaving Poster Products in 1984, Fred started a predecessor to our present company called FPI Display.

In 1985, Jeff joined the company after graduating from Drake University with a degree in business and a major in accounting. His college background was immediately put to use in the production department pricing and engineering displays.  For the next 11 years, Jeff worked in all areas of the company doing everything from sales to production and shipping. During this time, he became an expert in woodworking, metal fabrication, molding, heat bending and all of the processes that it takes to make a fixture or a display.

In 1996 Jeff founded a company called Display Network Inc., which has evolved into today’s DNI Retail Design. Through his leadership and knowledge of the fixture industry the company has grown tenfold. We have retained our original capabilities in the display industry and have used those skills to expand the business into the store planning and building fields.

John Naill - VP Sales
Prior to joining DNI John had a widely diversified career. As an amateur wrestling champion he represented the United States and participated in tournaments throughout Europe. After his graduation he pursued a career in engineering. With his engineering experience he then formed his own construction company to plan, design and construct retail stores. This led to a sales career and John joined DNI on the sales account team. He has been able to bring his engineering knowledge along with his experience in construction to the display industry. John is responsible for our wireless accounts, as well as the design, construction and installation of wireless stores. 

Doug Stein - VP National Accounts
Doug Stein has been with DNI as Vice President of National Accounts since 2005. He joined the team with the goals of developing new business with Brands and Retailers to develop effective displays and store fixtures. He brings with him 18 years of experience in P.O.P. and Retail Design. Doug began his career with Merchandising Inventives in the warehouse as a shipping clerk and worked his way up to Vice President of Sales before leaving and continuing his career with the start-up of two of his own successful point of purchase companies: Tempo Creative and Pinpoint Display. His hard work and dedication shows through loyal customers who have followed and stayed with him throughout the years.

Doug comes from a long family line of P.O.P., beginning with his Grandfather, who pioneered the industry and changed it forever with the countless displays he designed, created and patented. Doug’s vast knowledge and expertise of every aspect of the business from design to production is unprecedented. He enjoyed the honor of speaking at the 2001 P.O.P. Show in Chicago, Illinois. Doug is constantly striving to learn and stay “cutting edge” with his knowledge of the industries. His goals are to establish long-term relationships with his clients, treating them as he would a loyal friend. Doug resides in Huntley, Illinois with his wife, his two boys and his extra large Great Dane. He looks forward to working with you to create and solve your Point of Purchase/Retail Design challenges.

Don Bergeson - VP Business Development
Don has had a long and distinguished career in the POP industry. After graduating from North Park College with a degree in business administration, he went to work for Burke Creative Merchandising as an estimator. His experience in estimating at Burke prepared him for his next job as a project manager for Thomas A. Shutz. In the eleven years Don was at Shutz, he advanced through the ranks to become Vice President and Group Operations Manager. Don’s desire to go into sales led him to RTC Industries, where he became Director of RTC East - managing the sales and operations of their eastern division.

Don’s knowledge of estimating, production and sales has been a great asset over the years to clients such as L'Oreal, RJ Reynolds, Anheuser Busch, EB Games and Nintendo.

John Wyer - VP Marketing
John began his career at the Art Institute of Chicago where he earned a degree in fine arts. He has also studied at Hunter College, The New School and the School of Visual Arts in New York City.

John has won 20 POPAI Awards and over 30 other industry awards for excellence in the Point Of Purchase field. In past years he has served on committees and as a judge and speaker at POPAI functions.

Over the years, he has had experience on both sides of the aisle as a buyer and as a producer of POP displays. Before joining DNI, John was the Manager of Visual Merchandising for United Airlines. In this capacity, he had worldwide responsibility for the creative and production of displays and exhibits for the airline. Later he joined Wunderman, Cato Johnson - a subsidiary of Young and Rubicam - as Director of Display and Production.

At DNI, John has assumed the responsibility for Marketing and Advertising. Because of his industry knowledge, he also makes himself available as a consultant to all of our departments.

Reed Pauley - Creative Director
Reed’s work at DNI represents a wealth of diverse experience in the creative and retail world. For 19 years he was associated with high-end Gourmet grocery stores such as Stop & Shop and Tebbetts & Garland in the Chicago area.

In the past six years working for DNI, Reed has designed everything from single displays to entire store layouts. His display designs have won numerous industry awards for clients such as AT&T and Wilson Sporting Goods. His expertise in graphic layout, web design and 3D modeling for web streaming and interaction have taken us to the leading edge of our industry. To round out his creative side, Reed is also a working musician who has created music for commercials and training films.

Karl Freitag - VP Production
Karl has a rather varied background, having spent time in the fields of technical drafting, cabinet building, graphic design and commercial photography. Prior to joining DNI he was a Quality Assurance Manager for a metal fabricating company. All of this background comes to use in his position as Production Manager. He is an expert at understanding how things fit together and knows how to use his quality control background to assure the quality of our product.

Barbara Jarvie - Director of Marketing Services
You may have already spoken to Barbara, as manager of our tele-marketing services, she is constantly on the phone with potential customers. With a degree in Retail Merchandising she has worked on both sides of the retail counter. As owner of her own Floral shop she knows retail sales and how to work with customers. As a supervisor and manager of tele-comunications for several B to B companies she has coached sales reps in telephone sales and customer service. With Barbara on our staff we have gained a new dimension in the support of our sales efforts and assistance to customers.