NORWALK, Conn. -- James River Corp. here is rolling out a new in-store fixture it calls the Tabletop Shop for its Dixie brand of disposable tableware products.
"The paper aisle can be bleak and white. This adds a boutique aspect, calling attention to the category," said a company official. "Dixie's point of difference is design and the fixture showcases our design and helps consumers shop the section and shop the category."
The fixture fits into a retailer's gondola in 4-foot