About Us





Jerry Birnbach LLC.

We do take the guesswork out of design.

We believe that every client should have a valid proof as to the potential sales levels, inventory levels, capacity levels before one nail is placed into the wall.


Through proven business models we have been able to deliver profitable stores, displays and concept shops for our clients.


Our award winning design and business approach to ever design has set us apart from the rest of the Retail Design Industry.


With over forty years of retail experience we are considered by many as the benchmark for Retail designs that bring profit to your bottom line.


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Fellowship to Institute of Store Planners


Magellan Marketing Award - DDI Magazine


Best Booth - IMRA, Globalshop


Best Specialty Store - ISP/ VMSD,NASFM


Walmart Vendor of the Year Design


Best Displays Specialty - NASDM


Best Display - POPAI Display Award Revlon


Salon of the Year - Salon  Magazine

Industry Honors

Contributing Editor - DDI Magazine

National Design Judge

Guest Speaker - Global, ISP, NASDM

Examiner.com - NYC Retail Examiner




Covid pandemic has settled down as retailers quickly found ways to overcome the crisis with new safety precautions and guidelines to follow. The response was two years in the making as state health experts’ regulations had retailers set down safety guidelines for customers to follow. Ideas such as washing hands, limiting the amount customers in a store at one time, plastic barriers for cash transaction, one way aisles for in store traffic patterns and much more to curb the crisis. Some of these suggestions remain currently even with the crisis behind us. Why did covid get immediate attention and existing store safety rules remained unattended.

As a Retail Store Designer for 50 years, I traveled America and continue to, visiting different retailers, and learning their safety procedures. The more I travel the more I experienced that corporate, who generates the new employee safety manuals and plan-o-grams, failed to follow up at store level to ensure that some corporate regulations were, in fact, being followed.

There needs to be a new emphasis on how and why the store needs to pay as much attention on store safety as they do on the pandemic and inventory control. Loss prevention employees at store level spend their time tracking down customers who steal product. The simple math is that they saved the store a few hundred dollars when at the same  time a hazardous safety condition allows to remain in the store that could potentially cost the store hundreds of thousands of dollars.

There has always been a misperception between the Corporate home office (Ivory Tower) and their store staff (Field Personnel) brought on by a lack of understanding for each other’s concerns. Each group pointing a finger at the other to place blame when something goes wrong. I understand the complexities between the Corporate home office and the store, but that “tug of war” does not work well for the retailer when a customer loses their eyesight, use of limbs or even death because of not enforcing the safety regulations.

The corporate employee’s regional manager act as the liaisons between corporate and the store. The regional manager does a great job in clarifying the safety regulations that corporate provides for the store in the safety manual prior to the regional manager leaving  the store. The manager and regional  manager agree that the safety regulation will be implemented daily.  Every safety measure printed in the safety handbook must be precisely followed or the field needs to provide suggestions to be followed unless the store’s condition and staff level do not allow. The field personnel  and regional manager need to provide suggestions to the corporate regulator to make the safety rule relevant to that stores condition. As a Retail Safety Expert Witness, I have been asked to opine on over 500 cases for Plaintiff and Defense Attorneys. I find that the above is typical of many retail chains and the actual cause of retail incident if not implemented.


Copyright Jerry Birnbach LLC 2017








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