ImageWorks Display drives growth by positioning itself as industry thought leader

Driven by innovation and adaptability, ImageWorks Display positions itself as a national leader in retail solutions.

Photo:

ImageWorks Display is reinventing itself as a national thought leader in retail displays, shifting beyond its long-established role in tobacco back-bar fixtures and into a broader innovation focused portfolio.

CEO Justin Raney said the company’s growth stems from a deliberate strategy to push creativity, engineering and organizational adaptability.

“When I came into the organization close to five years ago,” Raney said, “it was about how do we start being on the forefront of innovation in terms of solutions.”

Raney said that focus on innovation required a companywide transformation.

“It’s the mindset of the organization that had to change,” he said. “Getting to being a thought leader in the industry is where we’ve been focusing a lot of our attention.”

Pete Gagnet, director of sales, said ImageWorks’ approach is grounded in close collaboration with clients. 

“We work directly with brands and retail to create displays to showcase products,” Gagnet said. “They come to us with an idea and we make it happen.”

ImageWorks now supports a wide mix of custom and stock fixtures for brands including RJ Reynolds, Breville, and Stanley Black & Decker. As the business diversifies, the company constantly reengineers itself to stay ahead.

“Every six months, I restructure the organization to adapt to the new reality,” Raney said. 

As traditional tobacco sales are projected to decline due to federal regulations, ImageWorks is positioning itself as a display solution provider for the next wave of products, from nicotine alternatives to caffeine-based products.

“Companies are investing millions and millions of dollars on new solutions,” Raney said. “All of that has to get displayed somewhere, and being able to understand the landscape and provide solutions really bolsters our position in the industry.”

ImageWorks has also expanded into beer coolers, c-store fixtures, beverage merchandising and small appliance displays. Raney describes the company’s catalog as a balance between reliable stock lines and high-impact custom builds.

As ImageWorks continues to grow, Raney said the future depends on staying flexible and leading change rather than reacting to it.

The Tobacco industry is experiencing significant change. Display companies need to adapt to showcase new products.