The secret recipe: Creating an optimal solution

Hi Agnieszka! You've been with HL Display for almost a decade now, right?

Time flies! But looking back, you can see just how much has shifted in the industry. When I joined HL Display in 2016, we were just launching the Multivo™ system. People were so enthusiastic about it, showing off photos from new installations and so on. For me, being new to the company, I could really see how excited everyone was. Back then, Optimal™ was more of a standard product. And now both Optimal™ and Multivo™ Max are bestsellers!

Can you share a highlight of working with Optimal™ so far?

One of my most memorable projects was with one of the four big grocers in the UK. They wanted to introduce new solutions in their health and beauty section and ended up ordering a million Optimal™ dividers – just two types. It was the largest order I’ve ever worked on, and we completed production in just three months. That was a huge accomplishment, and it really reinforced for me how reliable the Optimal™ system is. It’s been proven to work, time and time again, which is why retailers trust it.

What is it about Optimal™ that has made it a staple in stores around the world?

Optimal™’s success comes down to its simplicity and effectiveness. It’s been around since the early '90s, and last year it was our number one product in terms of sales, right alongside datastrips. Optimal™ is mainly a divider system, and it’s a cost-effective, straightforward solution that works across the board. It’s easy to explain, and it solves the basic need for keeping shelves tidy and organized.

"Now, with our black divider option you get this sleek, premium look, and they’re actually 100% recycled! "

How has the product changed over time?

The core of Optimal™ has stayed the same, but we’ve made tweaks to keep it fresh and functional. For instance, we added a patented back grip about 15 years ago. It was designed to make installation easier, especially on deep shelves. Before, you had to reach in and snap the system into place, which could be tricky. Now, with the back grip, you can just hook it in. It might seem like a small change, but it makes a big difference in how easy it is to use.

We’ve also focused a lot on pushing sustainability. Optimal™ is always made from partially recycled plastic and part of our Sustainable Choice range. Now, with our black divider option you get this sleek, premium look, and they’re actually 100% recycled! It’s a way to give the product a fresh feel and to become more environmentally friendly.

How does Optimal™ stack up against competitors today, especially with sustainability in mind?

Sustainability is becoming a major factor, especially in places like France, where regulations are stricter. Not all our competitors offer sustainable options, and that’s where we stand out. Plus, we have such a wide product assortment. It’s not just about dividers – we have rails that fit different shelf types, too, and it can be combined with pushers to automate front-facing. That flexibility is a big selling point.

Another advantage we have is our in-house production at our Gliwice facility. If a customer needs a custom solution, like a special grip or shelf fit, we can adjust our tools quickly and cost-effectively. Smaller competitors don’t have that capability, which gives us a real edge in meeting specific customer demands.

What makes Optimal™ keep its spot as such a treasured solution for retailers?

Optimal™ works with all kinds of consumer products, even those with soft or irregular packaging, which can otherwise be challenging to display neatly. The system’s pushers and dividers keep everything in place, no matter what the product is.

It’s simple but does the job, which is why it’s still going strong. The name really says it all, it’s optimal for so many different uses. When something works so well, you really don’t need to reinvent the wheel – it’s going to keep on spinning.

Go back to HL 70 years to read more!

HL Display at Euroshop in the early 90’s: