Success Is Inevitable When You Have “Retail” In Your Blood

Dor L'dor New York Retail Space

Dor L’dor Retail Space

Joseph “Joe” DeJamal founder of Dor L’Dor followed his dream. Growing up in New York, he spent his early years “learning the ropes” of the children’s apparel business from his father.

Along the way, Joe developed a good business sense and an eye for style. He always had an entrepreneurial spirit so it was inevitable he would someday have a fashion retail business of his own. In 2004, he founded Dor L’Dor – a mecca for “the woman who breathes style.”

Women in New York wearing Dor L'dor dresses

Women in New York wearing Dor L’dor dresses

The name of the shop says a lot. The English translation of Dor L’Dor from the Hebrew is “generation to generation” signifying the passing of traditions from one generation to another. In this case, retail is a family tradition, and the success of the business speaks for itself.

Over the last 12 years, the company has grown from a single boutique to an emerging brand with stores throughout New York and New Jersey with the newest location coming soon to Westfield, NJ.

Rakks D-Style Standards and Rakks Notched Hangbars with J Hangbar

Rakks D-Style Standards and Rakks Notched Hangbars with J Hangbar

“Our buyers travel the world to find unique styles and accessories for women who love fashion.” says Joe, “I’ve always wanted to bring family, friends, and most importantly fashion together!”

Rakks entered the picture when Joe was looking for a turn-key location in Englewood, NJ. The previous tenant had Rakks shelving. “I loved it the minute I saw it,” says Joe. “The clean lines and contemporary look of the shelving system worked well with my vision for merchandise display in Dor L’Dor.”

Rakks is designed to provide merchandising flexibility while maintaining a clean understated design” explains David Greenberg from Rakks. “Dor L’Dor’s use of C and D standards allows both straight and staggered shelf configurations, while hangbars and face-out brackets provide unlimited merchandising options.

Dor L'dor Bags on Rakks C-Style Standards and Wire Face Outs

Dor L’dor Bags on Rakks C-Style Standards and Wire Face Outs

“Customers need lots of open site lines on the selling floor. Rakks provides that and then some,” says Joe. “The clean, open feel of the standards and shelving allow my merchandise to set the overall feeling of style in the shop. It works.”

Rakks supplies display shelving to many retailers from coast to coast.

View more examples in the Rakks retail portfolio.



June 22nd, 2016 | Comments Off on Success Is Inevitable When You Have “Retail” In Your Blood

El Paso’s Supplement Xpress Teams Up With Rakks.

Supplement Xpress Rakks Retail Shelving

Located in El Paso Texas, Supplement Xpress opened in 1999. There are 6 locations in and around El Paso with more coming soon.

Founder & President, Marcus Soto shares a fascinating story. “I always loved working out, and I knew someone that owned a supplement store. He gave me some advice on how to start my own business in June 1999.” He continues, “The first location couldn’t be considered a retail location. We were in a flex office/warehouse with a “showroom.” People caught on, and I hired a sales person, Supplement Xpress gained recognition and momentum, so we began opening locations. We have six shops now and one more coming soon.

After years of getting knocked around trying to find a good operations system and great employees to execute the op-system, we are finally there. Our goal is to break the many stereotypes surrounding supplements and improve the quality of life in our city. I want to sell the best products available.”


Bodybuilders, CrossFit athletes, boxers and fitness conscious adults with a range of fitness goals are our regular customers.

Each Supplement Xpress store reflects a unique design concept. Management teams are encouraged to share their ideas regarding merchandise display and product accessibility with SX headquarters. Managers interact with customers daily, by requesting feedback on their shopping experience, merchandise displays, and general customer satisfaction. After reviewing the provided feedback and suggestions, the creative team creates promotional sales material and signage and distributes these marketing materials for the selling floors.

Supplement Xpress Rakks Retail Shelving

So what’s the connection with Rakks?

Brand development manager, Stephen Davis, found Rakks thanks to Google. The versatility, ease of installation and clean lines of the Rakks system impressed him. And the look was different from what he saw other retailers using. He hadn’t seen anything like it before. And he liked it.

Enter Keith Enté, Product and Marketing Manager at Rakks.

“At the beginning of 2012, I began working with Stephen Davis,” Keith explains. “Steven called me. He liked our products and wanted to use them in Supplement Xpress. I worked closely with him to design a custom application for the stores. Stephen determined how much space he had designated to Rakks displays. He wanted the perimeter of the retail space to have dynamic signage and referenced our Dental Divider Panel photo.

Stephen asked if we could create this configuration for signage, and I said “Yes”. The Supplement Xpress signage incorporates the use of structural panel framing channels and AB-PC2 Bolt-on Brackets to support the framing channels. This system design accommodates easy updates of existing signage or the addition of new signage.


Next Stephen provided me with dimensions of the store, including ceiling heights, and we discussed his vision for the selling floor. I have a professional design background, and Stephen was channeling the vision of founder Marcus Soto. We worked well together. The result is custom display shelving systems that are flexible, and contemporary with clean lines and maximum visibility for product display. Rakks in-house manufacturing team delivered the system on time and met the schedule. To date, they still call for additional products to add more shelving to their arsenal of displays. The initial purchase was for three stores. We look forward to contributing to Supplement Xpress future stores, and to their success.

Supplement Xpress Rakks Retail Shelving

Most shelving configurations consist of the Rakks PC2 poles (1-1/2” x 1-1/2”) in Clear Anodized aluminum with 16” Rakks L Brackets (BL-16C). Because there are high ceilings, the poles are tied back to the wall for easy access and stability. The use of BL Brackets keeps the poles at the sides of the display allowing maximum product visibility. With the addition of Rakks aluminum shelving, the product shines, and seamlessly blends with the brackets and poles.

Supplement Xpress Rakks Retail Shelving

The Supplement Xpress signage incorporates the use of structural panel framing channels and AB-PC2 Bolt on brackets to support the framing channels and allows for easy updates of signage and new signage.

Supplement Xpress Rakks Retail Shelving

Note: Some of these photos have combinations of display products other than Rakks. The Poles/display with fineal-balls that look like chain link fencing is NOT Rakks

Rakks encourages customers interested in retail store design to contact us. We will inquire about floorplan dimensions, preferences of finish, (clear anodized, black anodized or white powder coat) and the “feel” of their store. We can also discuss the number of shelves they want and the depth of those shelves. We offer consultation on adding other Rakks system components to the store design.

Visit the Rakks corporate website and Rakks Store to learn more

April 20th, 2016 | Comments Off on El Paso’s Supplement Xpress Teams Up With Rakks.

Meet Jenny Rossignuolo: An Aussie with an eye for design.

Jenny Rossignuolo

Interior Designer Jenny Rossignuolo of Urban Source

Urban Source is a walk-in design showroom in Chicago that is open to the trade and the public. It is often referred to as “a candy store for your home”. Adults who are interested in home design and decor react with delight akin to children in Willy Wonka’s psychedelic candy factory when they enter.

Co-Founder Jenny Rossignuolo, an interior designer from Australia, relocated to her husband’s home town of Chicago in 2000. She runs the bright, sleek, inviting studio where hip, modern, high-energy wallpaper and fabric samples hang on the walls. Customers can browse and shop, mix and match palettes and patterns to their hearts’ delight. The staff is always available to answer questions or provide design assistance. 

The studio has a “chic cool” vibe. With an ever-changing collection of contemporary fabrics and wallpapers, architecturally-inspired window treatments, custom pillows and top-notch upholstery services, customers are encouraged to unleash their creativity while shopping.

At this point, you might be wondering, “So what’s the connection with Rakks?” The answer is Jenny. A few years ago she came across Rakks while thumbing through Dwell Magazine and added the page to her resource library.

Last year she was designing a client’s loft kitchen and needed to finish off an under-used but prominent part of the space. Back to her resource guide she went and came across the Rakks tear sheet. That was it; she found her solution.

Kitchen installation with Rakks M-Standards

Her design included two Rakks M-Standards with four glass shelves. When asked what drew her to Rakks, she says, ” I love the simplicity of the design, the clean aesthetic, and the high-end look. I think the product is also very well-priced, and the fast turn-around time frame for delivery was fantastic!

We consider it the highest compliment when a designer uses Rakks on a project and in their home. Jenny did just that. She designed her large appliance cabinet with M-Standards and Rakks aluminum shelves. It’s no secret that M Standards work with many shelving materials including glass, wood, and Rakks Aluminum shelves. Although Rakks does not manufacture glass and wood shelves, we can accommodate custom orders with local third party suppliers.


Jenny’s home appliance cabinet opened


Jenny’s home appliance cabinet closed


Rakks M-Standards and aluminum shelves

Are there more Rakks projects in Jenny’s future? Yes. She is currently working on a friend’s kitchen design using her go-to combination of Rakks M-Standards with aluminum shelves. “I am also toying with the Rakks poles for a room divider on a commercial project I just started working on,” says Jenny.

We’re ready and waiting to help in any way we can. Thank you, Jenny!

February 12th, 2016 | Comments Off on Meet Jenny Rossignuolo: An Aussie with an eye for design.

Glass Shelves Added to An Impressive Found Object

Found Object with Glass Shelves

A found object creation ‘Bilbao’ by Sebastian Errazuriz. 

The use of found objects in design and architecture has become a major trend amongst designers. We came across this article on Contemporist about a beautiful found object bookshelf with glass shelves.

New York-based artist and designer Sebastian Errazuriz was strolling along a street in Santiago, Chile, when a massive fallen tee branch caught his eye. He hauled the branch back to his workshop and turned the found object into a beautiful bookshelf by adding glass shelves.

See more pictures of this stunning creation here!

January 13th, 2016 | Comments Off on Glass Shelves Added to An Impressive Found Object

Happy New Year!


Illustration by Keith Ente

Wishing everyone a Happy, Healthy and Prosperous New Year!


December 31st, 2015 | Comments Off on Happy New Year!

A Heavenly Outcome With Rakks Brackets

Guy Campbell, the owner of Shelf Shop Guy Inc., is an exclusive distributor of Rakks brackets and shelving hardware systems, who also designs, sells and installs a broad range of shelving, storage and cabinetry throughout New York and the tri-state area.

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