Stocking Up for Success: Estimating Your Store's Display Needs

Opening a new retail store or revamping your existing layout is an exciting time! But amidst the enthusiasm, it's crucial to make smart decisions about your fixtures and displays. Getting this right from the start can significantly impact your product presentation, customer experience, and ultimately, your sales.

At Fortress Display, we understand the importance of efficient and attractive displays. That's why we want to guide you through the process of estimating your needs, ensuring you have the right setup to showcase your valuable inventory.

Let's start with some key considerations:

Handgun Displays: Maximizing Security and Visibility

Our standard handgun displays are designed with both security and presentation in mind. Each unit measures:

• Length: 4 feet

• Depth: 22 inches

• Height: 44 inches

These versatile displays can accommodate 25 to 50 handguns, depending on the spacing you choose to best showcase your selection. Consider the variety of handguns you plan to stock and how you want to present them to determine the optimal capacity for your needs.

Beyond Handguns: Considering Long Guns and Customer Flow

While handguns might be a core part of your inventory, think about the bigger picture:

• Long Gun Displays: Do you have a need for a backwall display for long guns? These are essential for showcasing rifles and shotguns securely and attractively, maximizing wall space and creating a visually impactful presentation.

• Customer Service and Security: How will your customers interact with your staff? Consider the need for a dedicated customer service desk. We offer these in 4-foot and 6-foot lengths to suit your space and staffing needs. Additionally, a swing gate can be a valuable addition to control access and enhance security within specific areas of your store.

• Optimizing Your Layout: Don't forget the details that can make your store flow seamlessly:

  • Filler Units: These can be invaluable for filling gaps between larger displays, creating a cohesive and professional look.

  • Corner Units: Maximize every inch of your retail space with corner displays, perfect for showcasing featured items or accessories.

The Next Step: Sketch Your Vision, Get Your Quote

Visualizing your store layout is the most effective way to determine your display needs. We encourage you to sketch out your desired floor plan, indicating where you envision placing your handgun displays, long gun backwalls (if applicable), customer service desk, swing gates, filler units, and corner displays.

Once you have a basic sketch, simply share it with us! We will then provide you with a personalized quote, including all applicable shipping costs, as well as an estimated lead time for your order.

Investing in the Right Displays is an Investment in Your Success

Choosing the right displays is a crucial step in setting up a successful retail environment. Our durable and thoughtfully designed fixtures are built to showcase your products effectively and enhance the overall shopping experience for your customers.

Don't hesitate to reach out with any questions you may have. We're here to help you create a store layout that is both functional and visually appealing. Start sketching today, and let us help you bring your vision to life!

Contact us today to discuss your needs and get your personalized quote!

Unleash Your Brand's True Colors: New Custom Color Options for Fortress Displays!

We're thrilled to announce a significant upgrade to our Fortress Display line: custom color options! That's right, you can now personalize your store's aesthetic with a range of vibrant and durable powder-coated finishes.

For years, our Fortress Displays have been synonymous with strength, security, and sleek design. Our signature black cases have always offered a classic and professional look, seamlessly fitting into a variety of retail environments. However, we understand that every brand has its unique identity, and sometimes, that requires a splash of color.

Why Custom Colors?

• Brand Alignment: Create a cohesive and memorable shopping experience by matching your displays to your brand's color palette.

• Enhanced Visual Appeal: Stand out from the competition with eye-catching displays that draw customers in.

• Personalized Store Design: Tailor your store's ambiance to reflect your brand's personality and create a unique atmosphere.

Uncompromising Durability, Unparalleled Quality

We've maintained the same unwavering commitment to quality that you've come to expect from Fortress Displays. Each display is crafted from robust 11-gauge steel, ensuring exceptional durability and longevity.

The new color options are achieved through a premium powder coating process, applied in-house by our expert staff. This allows us to maintain strict quality control, guaranteeing a flawless and long-lasting finish.

No Shortcuts, Just Superior Craftsmanship

We understand the importance of durability in a retail setting. That's why we refuse to compromise on the quality of our materials or craftsmanship. Our powder coating process provides a tough, scratch-resistant surface that can withstand the rigors of daily use.

Important Note:

• While our standard black cases offer a timeless and cost-effective solution, custom color options are available for an upcharge. This reflects the added cost of materials and the specialized labor involved in the custom powder coating process.

• Color Choice must be a RAL color.

Ready to Transform Your Store?

If you're looking to elevate your store's visual appeal and create a truly unique shopping experience, our custom color options for Fortress Displays are the perfect solution.

Contact our sales team today to discuss your color preferences and learn more about how we can help you bring your vision to life. Let us help you display your products, and your brand, in the best possible light.

A Brighter Future: Secure Your Merchandise Today

The uncertainty of the recent election has cast a shadow over many industries. However, as the dust settles, a new era of optimism begins to emerge. With stability on the horizon, it's the perfect time to invest in your business's future.

Why Now is the Ideal Time

1. Economic Stability: Political uncertainty can often lead to economic instability. With the election behind us, businesses can expect a more predictable economic climate.

2. Increased Consumer Confidence: A stable political environment can boost consumer confidence, leading to increased spending and investment.

3. Long-Term Planning: With a clearer political landscape, businesses can make informed, long-term decisions. This includes investing in security solutions that will protect your assets for years to come.

The Importance of Fortress High Security Displays

Security displays are essential for any business, regardless of size. They provide a powerful deterrent to theft and vandalism, safeguarding your valuable inventory and protecting your bottom line.

Key Benefits of Security Displays

• Enhanced Security: Deter potential criminals and protect your assets.

• Professional Image: Create a polished and secure image for your business.

• Peace of Mind: Sleep soundly knowing your merchandise is protected.

As we move forward into a brighter future, let's seize the opportunity to strengthen our businesses. By investing in security displays, you're not just protecting your assets; you're investing in the long-term success of your company.

Fortress Display is committed to providing top-quality security solutions. Contact us today to learn more about how our security displays can protect your business.

Erik Gennerman - Director, Fortress Display: erik.gennerman@fortressdisplay.com, 608-333-0942

Fortress Display: More Than Just a Display

In today's retail landscape, protecting valuable merchandise from theft is a top priority. While traditional security measures like alarms and surveillance systems can be effective, they often lack the visual appeal and deterrent power that can significantly reduce losses. That's where Fortress Display comes in. Our innovative retail displays not only showcase products in a visually stunning way but also act as powerful deterrents against theft.

The Fortress Display Advantage

• Enhanced Security: Our displays are designed to be both aesthetically pleasing and highly secure. With features like reinforced materials, engineered security mechanisms, and a formidable presence, Fortress Display significantly reduces the risk of attempted thefts.

• Preserving Merchandise Integrity: By preventing theft, our displays help maintain the integrity of your products. This ensures that your customers receive items in pristine condition and builds trust in your brand.

• Investment Protection: While our displays may represent a significant upfront investment, the long-term benefits far outweigh the costs. By preventing losses due to theft, Fortress Display helps protect your bottom line and preserve your business's profitability.

Financing Options

We understand that investing in high-quality security solutions can be a significant financial commitment.  Although we have no formal relationship with any finance company – recently we have noticed more customers using Ascentium Capital.  I reached out to Ascentium and asked them to highlight a few reasons why their financing is a good option.  Here is what they said:
-  Ascentium is a bank owned finance company (Division of Regions Bank)
-  We can fund deals using a one-page credit application & credit decisions usually within an hour of submitting
-  We will finance ALL soft cost/ ancillary items (installation, sales tax, shipping, ect.)
-  We offer a 3-month deferral option for customers, make a $29/month payment for first 3 months instead of full payment amount, allows equipment to be ordered, delivered and install completed before full monthly payment amount starts.
Key Contact: Nick Peacock – 281.883.5027 – they have been VERY responsive to me and our customers.

 In a world where retail theft is a persistent challenge, Fortress Display offers a comprehensive solution. Our innovative displays not only enhance the visual appeal of your products but also provide a powerful deterrent against theft. By investing in Fortress Display, you're not just protecting your merchandise; you're safeguarding your business's future.
Call me or check out our website www.fortressdisplay.com to start your business upgrade!

“You Get What You Pay For”

Today we received a photo from a customer who has been slowly converting his store from “cheap” or commodity displays to Fortress displays.  Here’s that photo, along with his caption:

“There were Staccatos, Talos, Tyler customs and Nighthawks on the top shelf when the case failed. Cheap cases cost money!  There was over $25K of 1911’s on the top shelves and many suppressors below.  We now have damaged items.  From this point forward all our items will be in FORTRESS DISPLAYS.”

Fortress Shelves have been tested to bear at least 100 lbs.  The average 1911 handgun weights about 2.5 lbs.  That would allow for at least forty handguns per shelf.  At that point weight isn’t the issue – “floorspace” for that shelf is. 

At Fortress we live up to our name – in all dimensions.  You paid a lot for your inventory; pay a little more for a display to ensure its protection from all hazards…and optimize its merchandising appeal. 

Keep Your Customers Informed: The Key to a Successful Retail

At Fortress Display, we understand the unique challenges that small firearm retailers face. One of the most important strategies for success is keeping your customers informed and continuously enhancing their shopping experience.

**Why It’s Always a Good Time to Update and Upgrade**

In the ever-evolving retail landscape, staying ahead means regularly updating and upgrading your store. This not only enhances the shopping experience but also ensures your merchandise is well-protected and your store remains competitive. Regular updates can lead to increased customer satisfaction, repeat business, and ultimately, higher sales.

 **Fortress Display: Protect Your Valuable Merchandise**

 When it comes to protecting your valuable merchandise, nothing beats Fortress Display. Our displays are designed with the highest standards of security in mind, providing unparalleled protection for your firearms and accessories. With features like reinforced glass/polycarbonate and tamper-proof locks, you can rest easy knowing your inventory is safe.

**Fully Assembled Displays for Your Convenience**

We know that as a small business owner, your time is precious. That’s why Fortress Display comes fully assembled, ready to use straight out of the box. This means you can focus on what you do best—serving your customers—without the hassle of assembly.

**Request a Quote Today**

Ready to take the next step? Visit our Quote Request Tab to request a quote and discover how Fortress Display can transform your store. It’s quick, easy, and our team is ready to help!
Erik Gennerman

Spring is a time for renewal.

The holidays are several months in our rear-view mirrors and the coming seasons – be they hunting, fishing, trekking, or whatever – are on the horizon.  With that, it’s perhaps also a good time to review your store’s “display landscape” to see if it’s well-prepared for the coming seasons.  How do the fixtures look?  Are they functional?  Do they offer the security that you want for your valuable merchandise.  Is it time to rethink and/or replace?

At Fortress Display we do one thing and we do it well.  We focus on high security displays that afford the retailer the comfort of security for his/her merchandise while offering optimal display presentation of that merchandise to boost and bolster sales.  Added to those two key dimensions are durability, functionality and user-friendliness.

If you’re reviewing your store’s display landscape and think that it might be time for a rethink (or you’ve already determined that you want to make some changes), please give us a call or send us an email.  We’re readily accessible; always responsive; and can offer you some input as to how to optimally display and protect your valuable merchandise. 

Call Erik (608.333.0942) or Henk (920.664.87872) or email us at erik.gennerman@fortressdisplay.com or henk.wolst@fortressdisplay,com.

We hope to hear from you. 

Shout Out for Shot Show

Hoffman Manufacturing’s High Security Display line, as Fortress Display was then known, first exhibited at SHOT back in 2016.  We worked with a firearm distributor, incorporating our displays into his booth, allowing us to talk displays while the distributor talked firearms.  We also had a display in the new products area.  Being new to the market, we figured it was worth a “shot.”  That was our introduction to SHOT and we were hooked.  That first SHOT was a major catalyst to our becoming recognized in the industry for our high security displays.  It also whetted our appetite to exhibit on our own in our own space and we have ever since, 2021 and 2022 excluded owing to COVID.  We started with a 10 X 10 booth and, in 2023, grew to a 10 X 20 booth. 

 Last year SHOT reported some 50,000+ attendees traversing nearly fourteen miles of aisles – no telling how many smiles.  This year’s Show promises 2,500 exhibitors representing over 100,000 products. 

 We are but one exhibitor and we have about twenty products.  But, if you’re looking for the best line-up of high security displays in the industry, we’re the only exhibitor you’ll need to visit.  We’ll be in booth #43548, a 10 X 20 booth space allowing us to feature most all our products in a simulated retail setup.  There’ll be three of us there, allowing us to better service our visitors during periods of peak traffic and demand.  We had a lot of them last year.  We also encourage your emailing us (either erik.gennerman@fortressdisplay.com or henk.wolst@fortressdisplay.com) and we can set up appointments to ensure your visit when it best suits your schedule. 

 We hope you’ll stop by and visit with us.  There’s an old saying about a picture being worth a thousand words.  That’s even more applicable to our “smash it with the sledgehammer” video.  But nothing better shows our stuff than the actual seeing, touching, feeling and talking the displays “up close and personal.”  You’ll see the features; the engineering and design; the aesthetics; the fit and finish; and the overall quality of our product.  More than a few customers have described our product as the “Cadillac” or “Mercedes” of this specialty display segment.  We’re flattered by that, given that we’re car guys at heart. 

 Stop by and visit with us.  Better yet, email us to set aside an appointed time.  And, when you’ve had a chance to see our product – and compare us the competition – we’re confident that you’ll agree with the many customers nationwide (not to mention Canada and Australia) who’ve elected to use Fortress Display to optimally display and protect their wares.  That’s what we’re all about. 

T’is the Season –

T’is the Season –

 Actually, let’s talk about three seasons, saving the best for last.

 1)    Regretfully, the entire year continues to be the season of burglaries, “smash and grabs” and related incidents of theft and damage.  The following recounts an real-life episode nearly ten years ago:

Around 2:30 a.m. on August 5, 2014, Scott and his younger cousin Jeremy Aycock crept up to the front door of Mike’s Hunting Shop—a brick store with a green awning in Clinton, North Carolina—wearing bandannas around their faces. They used a screwdriver to pop open the door and, once inside, bolt cutters to make a slit in the floor-to-ceiling chain-link gate. As an alarm emitted a high-pitched beep, they shattered the store’s glass gun cases with a hammer. They grabbed as many handguns as they could carry and sprinted out the front door. “Hit and get out,” Scott said. “It was simple.”

That was nearly ten years ago.  Unfortunately, it could just as well have been last week.  Except, it wouldn’t have happened (at least the grabbing of the handguns) if Mike’s Hunting Shop had Fortress Displays.  Fortress Display didn’t exist back then.  It does now!  Protect your inventories (and keep stolen guns off the street) by using Fortress Display.  It’s a sad fact, but the season for those seeking to steal your inventories extends the entire year. 

2)    The season of trade shows is upon us.  For us at Fortress Display that means the SHOT Show in Las Vegas and the NBS Show at Ft. Worth.  SHOT occurs this year from 23 to 26 January 2024.  Fortress Display (formerly exhibiting as Hoffman Manufacturing Corp) will again be an exhibitor.  Our booth number is 43548 and we welcome your visiting with us to see our entire product range, including new product.  Given the crowds at SHOT, email us ahead of time and arrange an appointment.  It’ll save you time in not having to wait for one of us to be available.  Email Erik(erik.gennerman@fortressdisplay.com) or Henk (henk.wolst@fortressdisplay.com) and we’ll make it happen.

Nation’s Best Sports, with about 430+ members spanning all fifty states, will hold their 2024 Spring Semi-Annual Market in Fort Worth from 1 to 4 February 2024.  This Market will offer the latest in Archery, Hunting, Shooting Hardgoods, and Hunting Apparel & Footwear.  Fortress Display will again be exhibiting at this Market and we hope to see you there if your plans have you attending. 

3)    Lastly, and most importantly, it’s the holiday season.  We at Hoffman Manufacturing Corp., the parent company to Fortress Display, wish you all a very happy Christmas and a safe and healthy new year as we leave 2023 behind and welcome 2024.  Thank you for your continued support and encouragement and contact us any time if we can be of any assistance. 

Clarification: Fortress Gun Safe Recall

20 October 2023                     Madison, Wisconsin

Dear Fortress Display Customer or Visitor –

We have recently learned of a voluntary recall of some 60,000 Fortress gun safes, this being done by the Fortress Safe Company in conjunction with the US Consumer Product Safety Commission (CPSC).  The safes impacted feature biometric locks – which use body-specific information to grant access – amid reports of safes allowing access without correct and programmed fingerprints.  We applaud the proactive effort.

We want to make clear, however, that Fortress Display, a brand of Hoffman Manufacturing Corp, is totally independent of and has no relation to the Fortress Safe Company, Fortress Safe products and the recall announced on 19 October 2023.  We want to stress as well that Fortress Display has no biometric lock mechanism on any of its products.

Fortress Display offers a complete line of high security displays and ancillary items designed to optimally display high-value merchandise while protecting and securing it from the ever-more common occurrence of burglaries, “smash and grabs” and other illegal and illicit theft.  Primarily, but not exclusively, targeted to firearm sales, Fortress Display has been displaying and protecting and securing high-value merchandise for ten years, with distribution across the US and Canada.  It was and remains proudly made in the USA. 

Our displays are a wise investment...

Fortress Displays probably cost a bit more than you’re used to when you think of displays.  We are part of a very specialized niche that requires specialized design, engineering and materials.  We also place a high premium on “fit and finish” and aesthetics.  There’s a tagline for a French cosmetics giant – L’Oréal – that applies to Fortress Displays.  Fortress Displays cost a bit more…”Because you’re worth it.” 

I’m often asked by prospective customers why they should invest in our displays. Make no mistake…they are an investment.  While there are more reasons than just these four, I think these are the most compelling answers to the question.  I hope you agree. 

1).        One thing that links us all is our desire to keep firearms off the street, out of the hands of the “bad guys.”  Fortress Displays, impenetrable with sledgehammer or maul or axe, does that.  No guns have been lost by our customers to the “bad guys.”

2).        You’ve got a lot invested in your merchandise.  Firearms are not inexpensive.  Figure fifty firearms in a four-foot HS-20 display (variables impacting stocking levels include size, method of display and aesthetic focus) and you might well have $25K+ in merchandise.  You want to protect that investment.  No guns have been lost to “smash and grab” attacks on a Fortress Display. 

3).        You’re tired of investing in the time and labor involved in removing merchandise for overnight safe storage.  And then having to invest time and labor to remerchandise the items the next day for the selling day.  It takes time.  It costs money.  And it invariably, despite all the care taken, results in damage to the merchandise.  Damage equals discounts.  Discounts equal cost.  There’s money and time to be saved when your display is your “safe.”  Unlike employees, Fortress Displays work “24/7.”

4).        We like cars.  We like “fit and finish.”  We like clean design.  Put those likes together and you get a level of execution and aesthetics that would be enviable in any industry.  Clean lines; bright, well-lit interiors; functional and operational ease of use; and durability.  All combine to give Fortress Displays a look and feel without peer in our industry and certain to display your merchandise “in the best light possible.” 

We think that the combination of benefits and attributes above, coupled with available and responsive customer service, provides the answer to the question “Why do Fortress Displays cost more than conventional displays.”  Because they’re worth it.  And because you’re worth it. 
- HENK WOLST - Fortress Display, Sales

ATF Provides Updates on 2022 Theft/Loss of Firearms - We are part of the solution

The ATF recently reported data collected on losses from FFLs in 2022. One of our missions is to ensure companies do not suffer the frustration and worry of firearms illegally obtained. We pride ourselves on being the leader in keeping your products in your stores.

Federal Firearms Licensee Theft/Loss Report - 2022 | Bureau of Alcohol, Tobacco, Firearms and Explosives (atf.gov)

Please reach out to us, we can be a critical part of loss prevention.

July 2023 - High Security Display to Fortress Display

After more than a decade of providing top quality Loss-Prevention through innovative design and careful selection of materials, Hoffman Manufacturing has re-branded the High Security Display line as FORTRESS DISPLAY. The naming change more closely reflects our expansive product line (see the smash video!) and separates our product line from others in the industry that do not use the same materials and engineering. The displays remain the same and compatible with previously purchased units. We will continue to innovate and expand our product line to best suit our customers. There will not be a pricing change at this time but we continue to monitor our cost of goods to determine a fair price for all.

June 2023 For Release on July 1, 2023

Hoffman Manufacturing Corp. Announces New Branding for its High Security Display Product Line

Madison, Wisconsin, June 22, 2023 – Hoffman Manufacturing Corp., a Madison, Wisconsin-based company focused on the design, engineering and fabrication of special purpose merchandising display vehicles, is pleased to announce that its market-leading line of high security displays will, effective July 1, 2023, be marketed as Fortress Displays.  “Hoffman Manufacturing High Security Displays” is quite a mouthful,” quipped Geoff Hoffman, company Owner and President.  “We wanted to brand the line with a name that would be meaningful, distinctive, memorable, and that could accommodate product-line expansion,” he added.  “Look up fortress in any dictionary and you’ll get words or phrases like “stronghold” or “place of defense or security,” adds Erik Gennerman, newly appointed brand manager.   The Fortress Display line is designed and engineered to protect display inventory from the “smash and grabs” which have come to plague not only the firearms retailer, but also pawn shops, rare coin dealers, museums and other venues displaying rare and/or high value merchandise.  The displays are designed to withstand the most aggressive “attack” with sledgehammers or mauls, while at the same time offering a service-friendly and aesthetically pleasing display vehicle.  They are intended to complement other preventative measures, e.g., alarms, physical barriers, cameras, etc., the combination of which will delay, thwart and alert law enforcement when an attempted burglary occurs.  What started out as a single counter display unit designed ten  years ago for a major regional outdoor sporting goods retailer has grown to include counter units, backwall units, corner units, sales service counters, and additional filler units.  Units are in use throughout the USA, as well as in Canada and even as far away as Australia.  They are manufactured in Madison, Wisconsin.  “Display your valuable merchandise in a Fortress” adds Hoffman.   

May 2023 - HS-35 Corner Display added to line-up

We pride ourselves on letting our customers lead the way. Thanks to a nationwide retailer and their suggestion, a secure corner display unit is now available. This is one of our most advanced engineered products, looks fantastic, and adds additional display space. We continued our tradition of having it UL listed and well let with high power LED lights. The door in the back has 2 locking pins (top and bottom) to ensure security. See more by clicking on HS-35