NORWALK, Conn. -- James River Corp. here is rolling out a new in-store fixture it calls the Tabletop Shop for its Dixie brand of disposable tableware products. "The paper aisle can be bleak and white. This adds a boutique aspect, calling attention to the category," said a company official. "Dixie's point of difference is design and the fixture showcases our design and helps consumers shop the section and shop the category." The fixture fits into a retailer's gondola in 4-foot sections. It ...

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