Our Story and team

RD. Every Dimension of Retail

Great retail starts here. We draw on over 20 years’ experience to deliver custom retail solutions, from design, manufacturing to fit-out, signage and technology. Whatever your vision, scale or special requirements, the RD team will work with you to exceed your retail expectations.


Our Team

Our dedicated team of more than 130 designers, project leaders and craftspeople are trusted nationwide and internationally to produce powerful and rewarding retail experiences. With a design-led philosophy, RD draws on a depth of experience in manufacturing and project delivery to provide holistic solutions which are highly practical as well as striking and memorable. Whether it’s a new store fit-out, re-brand or pop-up experiential environment, our multi-disciplinary approach touches every aspect of the retail environment, from signage and lighting to technology and experiential activations. 

Meet our Senior Team


Rob Friend


With 25 years experience across corporate signage and retail in NZ and Australia, Rob oversees RD's finance, construction interiors, supply chain and operations teams


Kyle Pennell


With a background in brand delivery and 20+ years leading corporate sales and marketing teams across NZ and Australia, Kyle oversees RD's sales and business development, design, marketing, project and account management teams


Dan Van Rooyen

Construction Interiors General Manager

Having worked for some of the UK’s and NZ’s leading construction companies, Dan joined RD in 2017 with extensive experience and an enviable track record for delivering projects on time, within budget and to a very high standard


Frederic Lagae

Supply Chain
General Manager
Sourcing and Procurement

Fred joined RD in 2009 and has 20+ years experience in the retail industry within design, technical services and management. Now heading up our supply chain team, he aids in the smooth delivery of projects


Mitch Hughes

Design Director
Design &

Joined RD in 2009 with 20 years of industrial design and product development experience for both national and global brands. Mitch is our creative and innovative genius!

Eddie Morrison

Rod Field

Head of Experiential
Experiential & Brand Activations

Has designed and delivered experiential events and exhibition installations nationwide and internationally. Eddie is part of our super creative and energetic experiential team that delivers temporary environments


Nick Aston

Head of Commercial Products
Commercial Products

17 years and counting of delivering innovative retail solutions. Nick specialises in commercial furniture, lighting and technology - expanding what is possible in retail


Craig Robson

Manager - Projects Team

Nearing 30 years of project management in the signage and construction industry, Craig has dealt with many of NZ's largest corporations. He joined RD in 2013 and helps keep our team on track