Developing a unified retail display concept for Wilkinson’s European operations.

Wilkinson set out to create a unified point-of-sale (POS) display display concept for all European markets. The objective was to develop a flexible system that could adapt to multiple sales channels while integrating three different display sizes. The solution needed to securely showcase both tray- and hook-mounted merchandise, reduce co-packing complexity, and streamline existing production processes.

The Unifit display concept unites various display sizes and product types within a single, modular system. It simplifies production, reduces the number of display variants, and minimizes coordination efforts. Already a trusted supplier to the German market, Smurfit Westrock can now serve Wilkinson’s operations across Europe in a more structured and efficient way. The outcome: a flexible, high-quality POS solution optimized for all European markets — enhancing both marketing impact and operational efficiency for Wilkinson.

“Our goal was to create a future-proof solution with the Unifit concept that not only meets Wilkinson’s requirements but also significantly simplifies Europe-wide marketing,” said Markus Specht, strategy and business development manager at Smurfit Westrock.