A Tasteful Transformation: Whittaker Wine Merchants Opens in New Buffalo, MI

In May of last year, the charming lakeside town of New Buffalo, Michigan welcomed a fresh new destination for wine lovers—Whittaker Wine Merchants. With a curated selection of vintages, a warm ambiance, and a modern, boutique feel, this store is a beautiful example of how thoughtful design and quality retail fixtures can elevate the customer experience.

Designing the Perfect Wine Space — With a Little Help From DGS Retail

Whittaker Wine Merchants took full advantage of DGS Retail’s free store design service, working closely with our experts to create a layout that maximized both space and style. This complimentary service helped them visualize the perfect flow for customers, highlight high-margin product zones, and align every display with their vision for a sophisticated, modern wine boutique.

The Fixtures That Made It Happen

To bring their space to life, Whittaker selected a range of Lozier gondola shelving units, customized with a natural wood touch. Each fixture was chosen with durability, style, and flexibility in mind:

Lozier Gondola Shelving Wood Slatwall Units (48W x 84H x 19D & 36W x 84H x 19D)

• These single-sided wall displays are ideal for high-capacity wine bottle merchandising.

• Built with steel frames and wood slatwall panels, they support up to 2100 lbs., holding full shelves of glass bottles with ease.

• Whittaker chose to custom-stain the wood themselves, adding a personalized touch to match their brand aesthetic.

Lozier Gondola Shelving Wood Slatwall Wall Display (36W x 84H x 13D)

• A space-saving solution perfect for tight layouts, this slim 13" deep display still packs in significant visual impact and storage strength.

Lozier Gondola Shelving Wood Slatwall Island Starter (48W x 54H x 41D)

• This double-sided aisle display brought functionality to the center of the store, allowing for attractive and accessible mid-floor product showcases.

CavaCase Max: 48" Wood Wine Rack

• The rustic, crate-style gondola shelf delivered both charm and utility.

• With customizable cubbies and angled display options, it became the perfect home for featured bottles and seasonal promotions.

Shelf Talker Gripper Info Strips

• Designed for Lozier shelves, these 48” wide clear plastic price tag holders allowed Whittaker to highlight promotions and product info at the point of sale.

Lozier Gondola TL Shelves (36W and 48W variants, 13D and 19D)

• With adjustable tilt options and a sleek black powder coat finish, these shelves brought both flexibility and style to the displays.

A Standout Wine Experience

From layout to lighting, Whittaker Wine Merchants thoughtfully curated every detail—and our gondola shelving played a central role in achieving that balance between form and function. Their decision to customize the slatwall stain gave their shelving a bespoke feel without the premium price tag. By blending black steel uprights with warm wood tones, they created an inviting atmosphere that encourages customers to browse, explore, and linger.

Inspired to Build Your Own?

Whittaker Wine Merchants is proof that with the right shelving solutions, smart design planning, and a touch of creativity, any retail vision can become a reality. Whether you’re launching a new store or refreshing your existing layout, DGS Retail is here to help you build a space that sells—and tells your story.

Ready to get started? Contact us today to learn more about our free design services and explore our full range of store fixtures.