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.
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 thirteen 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 3D modeling, graphic layout, web design and knowledge of all media for presentation have taken us to the leading edge of our industry. To round out his creative side, Reed is also a professional 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.