Tvoy Dom, a Russian retailer, was seeing an increase in American and European retailers moving into their markets and came to Big Red Rooster for help in improving their stores. BRR provided design concepts and guidelines for key departments for their largest Moscow store. At nearly 750,000 square feet, the Vegas Mall Tvoy Dom store was a challenge as some departments are the size of many Western big box stores. Six key departments were selected and specific design elements developed for each including fixture types, graphics, and materials. Working with the Tvoy Dom staff we then established basic concepts of merchandise presentation, communication usage, and fixture placement. This document is an edited version of the package provided to the clients for use in training their communications and in-store staff. A critical factor in the success of this project was formatting the information in a way that was visually simple to understand, and provide written information that both explained the theory and execution of various display and merchandising techniques.

2. | Tvoy Dom
Merchandising Guidelines

3. Tall Pallet Racks are used to create walls
to divide the Promotional/Seasonal area
into smaller departments.
Pallet Racks are used to keep the
presentation of merchandise simple. All
products should be neatly stacked on
the shelves, tables, or platforms.
Different fixure types and heights adds
visual variety to the areas and makes
shopping more exploratory.
The red header acts as a valance to
frame and unify the department.
Graphic Banner Caps are used on top of the
pallet racks. This presents a branded mes-
sage that can be seen from the upper levels.
This cap also keeps the top of the fixtures
clear of product and ensures a tidy and
organized appearance.
The Promotional/Seasonal area is a large and very impor-
tant department in the Tvoy Dom stores. This department
uses distinct fixtures and a separate signing package to
make it easily recognizable to shoppers.
Promotional/Seasonal Department

4. Low pallets and dump bins are used
to add variety and excitment.
Low fixtures create a valley effect,
concentrating attention in the center
of the space.
Tables are grouped to provide a flexible
display area.
Promotional/Seasonal Department

5. The fixtures are arranged so that smaller departments can be
created within the Promotional/Seasonal department.
Example:
Area A - Summer toys, outdoor games, swimming pool supplies
Area B - Outdoor furniture and garden decorations
Area C - Outdoor entertaining supplies and picnic food
Area D - Special buy on paper supplies and household chemicals
Area A Area B Area C
Area D
Promotional/Seasonal Department Merchandise Plan

6. The primary Promotional/Seasonal department is divided into
multiple areas by the placement of the fixtures.
It is important to have wide aisles to allow shoppers with carts
to move easily around the department.
Special features are placed on
the aisles to attract shoppers.
Open space can be allocated for furniture
and large seasonal items.
Tall pallet racks form walls to
help divide the department into
smaller spaces.
Grouped tables draw focus to the
center of the departmental areas.
2.8-3 meter internal aisles.
Endcaps are used for key
items and special deals.
Fixture Key
P1 Pallet Rack Wall Fixture
P3 Pallet Rack Floor Fixture
P5 Pallet Rack Table
P7 Platform
P8 Dump Bin
Medium high pallet
racks will hold the bulk
of the products.
3-4 meter main aisles.
P1
P1
P3
P3
P3
P3
P3
P3
P5 P5P5 P5
P7 P7
P8
P8
P5 P5
P3
P3
P3
P3
P3
P3
P3
P1
P1
Promotional/Seasonal Department Fixture Plan

7. Tall Pallet Racks are used to create walls that divide the
Promotional/Seasonal areas into smaller departments.
These walls are tall enough to be backgrounds to the
lower fixtures without blocking sightlines into the other
Promotional areas.
Red painted panel
attached to top of the
pallet rack.
The top of the fixture will be covered
with Banner Caps. These caps will be
visible from upper floors and will
attract attention to the department.
Pallet Rack signholder strip mounted
to beam. This strip is used to hold
210mm x 80mm price signs.
Remove the bottom beams and shelf
to stack pallets of bulk items.
Large items, and/or large quantities of items
work best on the tall pallet racks.
Stack items on the shelves in
vertical blocks.
Each different item should have a
price sign.
Front View of Fixture
P-1 Pallet Rack “Wall” Fixture

8. Pallet Racks at 1.5 meters high are used to hold the bulk
of stock in the department.
Front View of Fixture
Pallet Rack signholder strip mounted
to beam. This strip is used to hold
210mm x 80mm price signs.
Remove the bottom beams and shelf
to stack pallets of bulk items.
Each different item should have
a price sign.
Smaller items, and smaller
quantities of items work well on
this fixture.
Don’t stack any items on top of
the fixtures.
The top of the fixture will be covered
with Banner Caps. These caps will be
visible from upper floors and will
attract attention to the department.
P-3 Pallet Rack Floor Fixture
Stack items on the shelves in
vertical blocks.

9. Pallet Rack Tables are used in long banks. Use these tables
for products that are difficult to stack in tall stacks, soft
items like towels, and products in small quantities.
Group similar items for easier shopping.
Long banks of tables encourage
shoppers to browse.
Front View of Fixture
Place extra stock on the
lower shelf.
Additional price signs can
be placed on the top
beam if needed.
P-5 Pallet Rack Table Fixture
Use a metal framed sign
holder with a shovel base.
Adjust all the signs to 350mm
above the table, and position as
shown to minimize visual
clutter.
Limit the heights of the
stacks to 300mm.

10. Platforms are placed on the
aisles as feature fixtures.
Platforms can be grouped
together for special offers of
large items.
Platforms and may be placed within
the department for variety or to fill
extra space.
Platforms are used to bulk stack single items. These fixtures
should be used for large quanties of a single item. When
placed on an aisle they can be used for new, exciting items
to draw customers into the department.
Platforms can also be grouped to feature large, unboxed
display models such as snow blowers or refrigerators.
P-7 Platform
Use a framed sign holder
with a shovel base.
Use a framed sign holder
on each item.
Use Platforms to featue a large
quantity of one item that can be
bulk stacked for a major impact.
Group Platforms to feature large display items.
Front of Fixture
Stack boxes with one item on each
platform for the biggest impact.
When possible open one item
for display and place on top of
the boxes.
For safety, limit the height of
the stacked boxes to 1.2
meters above the floor.

11. Dump Bins are placed on the
aisles as feature fixtures.
Platforms and Dump Bins may be
placed within the department for
variety or to fill extra space.
Dump Bins are used for large quantities of a single item. These items
may be difficult to stack and are easier to merchandise in a pile.
There may be multiple colors but the items should all be the same size to
make shopping from the fixture simple.
Dump Bins and Platforms can be used interchangably.
P-8 Dump Bin
Use a metal framed sign
holder with a shovel base.
As an option the interior can be divided
to display different items or to keep
colors separated. Additional hardware
will be required.
Adjust the signholder to be
visible above the products.
The interior shelf can be moved
up or down to keep the items
inside at the top level.
Use only one signholder for each
fixture, there can be different
price signs on each side.
Each Dump Bin should hold a
large quantity of one item.
Top of Fixture
Front of Fixture
Store the shelf in the bottom of
the Dump Bin when it is not
needed.
Each Dump Bin should hold a
large quantity of one item.
Front of Fixture

12. 71 50
71 50
71 50
P2, P4 Endcaps
Aisle facing endcaps should
display new and exciting items.
Interior endcaps should display
items with large quantities at a
good value.
Each set of fixtures will use one or two types of endcaps. Endcaps should
be used to display new and exciting products.
The products on endcaps should be changed frequently so that shoppers
see something new on each shopping trip.
A variety of endcap fixtures are provided so that it will be easy to find one
that will suit the products and keep the department looking interesting.
One item should be bulked
out on the endcaps. Replen-
ish when the stock gets low,
or replace with a new item.
Large price sign attracts
attention to a great value.
Use spiral flip pads to
easily change prices.
Shelf edge price signs can
be added as needed for
regulatory information.
Use a table for small items.
Add a riser to add height and to
keep stacks mangageable.
Add a color backdrop to
hide the ends of the pallet
rack fixtures.
Front of Fixture
Front of Fixture Side of Fixture
Front of Fixture Side of Fixture
Use Platforms or pallets to
bulk stack large items.

13. The fixtures for this department are based on the metal gon-
dola that is used throughout the store. Because of the higher
quality and prices of the merchandise the fixtures have addi-
tional elements to compliment the merchandise.
China Department
Specialty Tables feature new and
exciting products and brands.
Dark wood finishes are a backdrop
to the products.
Bright images on the island endcaps
act as department identifiers.
Soffits with lighting draw the eye to
the products on the shelves below.

14. Tower fixtures make use of the
columns and add visual height.
4-Ways and Tables add visual
variety to the department.
Large drum lights anchor the feature
display Tables.
China Department

15. The merchandise is grouped by type, then organized by style and vendors within
each type.
Fine China - Sets of dishes and serving pieces for everyday and special occasions.
Medium to high prices and made of porcelain and bone china.
Serveware - Items used to hold food to be served. Medium to high prices and
made of glass, metal, ceramic, and porcelain. Includes trays, bowls, platters, tea
and coffee service, salt and pepper shakers, and pitchers.
Flatware and Cutlery - Utensils for serving and eating food, usually consists of
sets and individual pieces of knives, forks, spoons, and large serving pieces.
Stemware - Better quality crystal and glass items for drinking beverages.
Barware - Items for preparing and serving drinks.
Decorative Gifts and Accessories - Items for practical and decorative use in the
home and office, usually small table or desk items. Includes desk accessories, vases,
smoking accessories, pricture frames and albums, mirrors, clocks, and figurines.
China Department Merchandise Plan
Fine China
Flatware & Cutlery
Decorative Accessories
& Gifts
Serveware
Stemware & Barware

16. Fixture Key
C1 Wall Fixtures
C2 Island Fixtures
C5 4Way Fixtures
C6 Towers
C7/8 Stepped Tables
C9 Feature Table
F1 Service Pod
China Department Fixture Plan
C5 C5
C5
F1
C5
C6
C5 C9 C9
C9 C9
C9 C9
C9 C9
C2
C1
C1 C1
C1
C1
C2
C2 C2
C7-8
C2 C2
C2 C2
C6 C6
Wide spaces between fixtures and smaller
fixtures encourage shoppers to explore and
browse the products.
4-Way fixtures add variety to the layout.
Tower fixtures surround the columns.
Feature Tables break up the long runs
of wall fixtures.
The fixture layout is designed to be open and easy to move around in.
The majority of the merchandise is on the walls, allowing the floor
fixtures to be smaller and more focused.
Stockroom
Island fixtures are short runs of gondola that can
feature key vendors or tell a seasonal story.
The Service Pod is convienently positioned for
shoppers to find for help and information.Stack Tables and Feature Tables are
placed on the aisle to attract attention.

17. E N G L A N D 1 7 5 9
E N G L A N D 1 7 5 9
C1 Wall Fixtures
Place basic patterns on lower
shelves.
Place popular patterns at
eye level.
Wall fixtures are the perimeter of
the department.
Lightboxes can be a general texture or
vendor sponsored.
Vendor signs are consistant in color and
placement so that they don’t distract
from the products.
Risers and plate stands are used to
properly display china and other items.
Use the Bunker base to keep small
items closer to shoppers.
Wall fixtures are standard metal gondola with new paint colors and
wood inserts. These colors and finishes will compliment the higher
priced products in this department.
Fill the shelves to draw shoppers deeper into the department.
C9 Table
Placesetting StandPlate StandPlexiglass Risers
Front of Fixture

18. Risers and plate stands are used to
properly display china and other items.
Placesetting StandPlate StandPlexiglass Risers
E N G L A N D 1 7 5 9
C2 Island Fixtures
Island gondola are low so shop-
pers can see the walls.
Large scale graphics attract attention and
help shoppers identify the department.
Vendor signs can be used, one sign on
each side of the fixture.
Featured pieces
Additional patterns
Open stock
Boxed stock
Low island gondola fixtures should be used to feature one
vendor on the entire fixture, or one vendor on each side.
Another use for the island gondola would be to present a
theme or collection such as Holiday dishes, French Coun-
try decorative accessories, or leather desk accessories.
Bunker bases can be used on the
basedeck, or used for decorative
boxed stock.
Front of Fixture Side of Fixture Rear Endcap of Fixture

19. E N G L A N D 1 7 5 9
C6 Tower Fixtures
C5 Square 4-Way Fixtures
Side A Side B Side C Front of Fixture
Feature one large
piece on each shelf.
4-Ways are a specialty fixture used to tell simple product
stories with one story on each side. When possible use
one vendor or theme for each fixture.
Tower fixtures are used to utilize space around columns.
Use tower fixtures for large, dramatic pieces.
Adjust the shelves to best fit
the products on display.
Small amounts of decorative boxes
can be used on lower shelves.
4-way fixtures are used as aisle
focals and key item features
within the department.
Towers fit around columns and
other narrow spaces.
Vendor signs can be used, one
sign per fixture.

20. Risers and plate stands are used to
properly display china and other items.
Placesetting StandPlate StandPlexiglass Risers
E N G L A N D 1 7 5 9
Front of Fixture -
Decorative Accessories
Front of Fixture - China Front of Fixture - China Front of Fixture - Stemware
C7-8 Table Set Fixtures
C9 Table Fixtures
Table sets are used to tell larger product stories. These
stories may be all one vendor, or several vendors with
complimentary products.
Use the feature tables to showcase a single pattern or
theme.
Show a complete range of items
and include stemware, flatware,
and table linens
Add accessories that match or
compliment the main theme.
Vendor signs can be used, one
sign per fixture.
Feature tables are used on the
aisle as well as the perimeter walls.
Table sets add variety when used
with feature tables.

21. Homewares Department
Feature fixtures on the aisles are
based on standard gondola fixtures.
Promotional fixtures are used in
main aisles to lead shoppers to
transition points. These fixtures
use the red Promotional signs.
Gondolas on the aisles are lower to allow
shoppers to see the adjacent fixtures.
This area includes Everyday tabletop, Bed and Bath textiles,
Decorative Accessories, Cookware, and Food Preparation. The
majority of fixtures are basic gondolas with added graphic and
design details for a distinctive appearance.

22. Homewares Department Merchandise Plan
Cookware and Food Preparation
Bath
Bedding
Everyday Tabletop
Kitchen & Table
Linens
Decor - Pillows &
Throws
Decor - Pictures, Mirrors,
Statues, and Rugs
Window Coverings
Cookware and Food Preparation - Items for use in the prepa-
ration, cooking, and serving of food.
Everyday Tabltop - Sets of dishes, serveware, flatware, and
drinkware for everyday use. Low to medium prices and made of
plastic, glass, crockery, metal, and ceramic.
Kitchen and Table Linens - Cloth items for use in the kitchen.
Items to decorate and protect dining tables.
Decor - Decorative accessories for the living room and bed-
room.
Window Coverings - Curtains, shades and blinds, and curtain
hardware.
Bedding - Sheets, blankets, pillows, and duvets.
Bath - Items for use in the bathroom including towels, shower
curtains, and mats.

23. Homewares Department Fixture Plan
Gondolas on the aisles are lower
for better visibility.
Escalator to
Level 2
Design Center is placed to
be convientent to all the
departments.
4-Ways can be used for
seasonal and feature impacts.
2-Way Feature fixtures are positioned
to add excitement.
Promotional fixtures are either Dump
Bins or Platforms.
(See Promotional pages for fixture
information.)
Long gondola runs will hold a
wide variety of merchandise.
Wall gondola
The fixtures are lined up on a grid to make it simple for
shoppers to find their way around the departments. Feature
fixtures are added to breakup the long runs of gondolas and
open up the vistas into the departments.
Promotional fixtures lead shoppers down the main aisle
deeper into the area and to the escalators.
Fixture Key
H1 Wall Fixtures
H2 Island Fixtures
H3 Low Island Fixtures
H4 2-Way
H5 4-Way
F2 Design Center
P7 Platform
P8 Dump Bin
H1
H1
H4
H4 H4 H4
P8 P7 P8 P7 P8 P7
H4
H3
H3 H3 H3
H3 H3
H3 H3 H3
H5
H5 H5
H2
H2
H2
H2
H2
H2
H2
H2
H2
H2
H2
H2
H2
H2
H2
H2
H2 H2 H2 H2
F2
H2
H2
H2
H4 H4
H4 H4

24. H1, H2, H3 Gondola Fixtures
1-2 Large graphics on a fixture.
Different backer panel patterns
are used in each category.
Directory signs alert shoppers
to the categories in each aisle.
H1 Wall Gondola H2 Island Gondola H3 Low Island Gondola
The wall and floor fixtures are basic metal gondolas painted in a
special color for Homewares. Large graphics are placed on the
fixtures to add visual variety and large scale imagery.
When the merchandise is open and exposes the back panel of
the fixtues, decorative graphic panels can be added that hide the
panels. Typical categories are tabletop, cookware, kitchen gad-
gets, cleaning tools.
Wall fixtures are the perimeter of
the department.
Island gondolas hold the bulk of
the stock.
Low island gondolas are
along the aisles.
Side of Fixtures

25. 1750 1750 1750
SALE!
NEW
LOWER
PRICE
NEW
LOWER
PRICE
SALE!
H2, H3 Endcaps
Use fixture endcaps to present special value items, introduce
new items or brands, showcase a vendor, and for seasonal
products.
Interior endcaps should be used for older promotions, clear-
ance, featured items or categories, and small merchandise or
vendor impacts that might be difficult to find inline.
Use interior endcaps for secondary
level product impacts.
Use aisle facing endcaps for
primary product impacts.
Aisle endcap should hold a lot
of one or two items. Replen-
ish when the stock gets low,
or replace with a new item.
Inserts indicate a special
price or policy message.
All items must be
at or below the
displayed price.
Multiple patterns
or colors can be
featured at one
price.
Large price sign attracts
attention to a great value.
Featured vendor graphic.
Backer panels can be used
on endcaps.
Front of Fixture Front of Fixture Front of Fixture
Use spiral flip pads to
easily change prices.

26. 1750 1750
SALE!
NEW
LOWER
PRICE
NEW
LOWER
PRICE
SALE!
H4 2-Way Fixtures
2-Way fixtures feature one item, stacked in bulk for a major
impact. Merchandise on 2-ways should be kept fully stocked
and replenished frequently.
Use this fixture to showcase new items, seasonal items, or
special deals.
Inserts indicate a special
price or policy message.
Open display pieces help
shoppers know whats on sale.
Stack boxes and keep
the fixture full.
2-Way fixtures are always
placed on the aisles.
Multiple patterns or
colors can be featured at
one price.
Backer panels can be used
to highlight the display.
Front of Fixture Front of Fixture
Use spiral flip pads to
easily change prices.

27. H5 4-Way Fixtures
4-Way fixtures are used to fill in open spaces too small for a
gondola. Use this fixture to show 4 different product stories,
or feature a category or vendor on the entire fixture.
Promotional Fixtures
Each Dump Bin and Platform should hold a large quantity of
one item. Refer to the Promotional Fixture pages for more
details.
Use 4-ways in open spaces
or on the asile.
Promotional fixture are in
the wide main aisle.
One product story on
each side. Use a metal framed sign
holder with a shovel base.
Front of FixtureFront of Fixture Front of Fixture

28. Doors
The Doors category uses standard pallet rack fixtures. Slide
out racks hold the bulk of the doors for maximum capacity.
Each door should be equiped with door hardware to show
shoppers suggested styles.
Basic styles and screen doors are
displayed on the upper level.
The bulk of the door displays are
housed in slide out racks.
Feature Display fixtures showcase
new and unique styles.
Current door styles are displayed flat
and fitted with complimentary door
hardware.
Focal endcaps present a complete
entry display featuring exterior
products such as planters, lighting,
pavers, and doormats.

29. Door Display Plan
Adding a wide aisle between the runs of pallet racks and
putting in free-standing floor fixturres opens up the
category and encourages shoppers to browse.
Door displays line one side of
the aisle.
Feature fixtures pull shoppers
deeper into the department.
Allow adequate aisle space to
swing open the hinged display
doors.
Place door hardware in the same
aisle to cross-sell complimentary
items.

30. D1 Door Display Fixture
Door displays are mounted in tracks that allow shoppers to
pull out one or more doors to examine and compare.
Screen and storm doors are
displayed on the upper level.
Boxed stock of popular styles can be
housed behind the upper tier of doors. Handles are mounted to the
edge of the slide out door.
Front of fixture Side of fixture
The bulk of the door displays are
housed in slide out racks.
Tracks are mounted to the floor and
fixture for the slide out doors.
Featured doors are displayed flat and
hinged to reveal the slide out doors
racked behind.

31. 1234
2
D2 Door Display Endcap
Use the endcap to showcase all the products sold in the
store that could be used to decorate the entrance to the
home.
Corrugated decorative panel at the top
of the endcap helps to identify the DIY
department.
Door display endcap
Front of fixture Side of fixture
Cross-merchandise exterior lighting, deco-
rative accessories, and garden elements for
a complete exterior entrance display.
In-aisle directories are mounted
to the sides of the endcaps.

32. D3 Door Display Feature
Feature door display fixtures are placed in a wide aisle
between pallet rack runs. Use these fixtures to feature new
and trendy doors. Each fixture holds up to 4 doors to show
color and style options.
Door display features
Cross-merchandise door hardware to
show a complete door display.
Front of fixture Side of fixture
Fixed door displays can be seen
when the primary door is opened.