While other exhibitors have reduced their presence at the show this year, STL Distribution North America (STL) has gone the other way, doubling its footprint on the floor as part of underscoring its new business emphasis.

The distributor has created a walk-through store on the exhibition floor, with attractive fixtures and products presented in separate categories as they might be in a real-life retail location. The central booth has been flanked on either side by more than a dozen of the smaller publishers STL represents through its publisher services division.

The new look "says a lot about the strategic direction" of the Johnson City, Tenn.-based company, said President of STL, Glenn Bailey. Providing a one-shipment service for multiple companies was "a major direction for the long term" and one of the most commonly expressed needs of stores, he said.

STL's distribution service, which provides consolidated orders and publisher discounts, was a growth area, Bailey said. Two years ago, they had accounted for about 10% of business and had grown this year to around 16%. "Next year will be close on 25%," he said.

Among clients exhibiting as part of STL's presence was first-time show participant Lemon Vision Productions, which creates Christian preschool materials. "I'm blown away by how they set things up in the individual booths," said company President and CEO Deedra Scherm. "It's been a blessing to be with them."

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