It all started at MACNA Las Vegas 2018, when Jake first saw our Retail Rack System up close. He didn’t just like it — he fell in love with it on the spot. Talking to someone that genuinely passionate about his work made the decision easy. We weren’t going to let that conversation end with a handshake and a business card; we wanted to get a unit out to him. So we packed one up and sent it out to Colorado, straight to the Reef Builders studio.

“From the second I saw it on the floor at MACNA, I knew this had to be in the studio.” — Jake, Reef Builders

Fast forward about two and a half weeks, and we were standing in Denver — the first people from the industry to set foot inside the new Reef Builders studio. Jake’s hospitality was the kind you don’t forget. True professional, no wasted time, but warm the second you walked through the door.

The studio itself was impressively clean. Great tanks, well-organized equipment, the kind of space that photographs well because someone actually thought about how it would look on camera, not just how it would function. But for this trip, the real focal point — at least for us — was getting the new Retail Rack System assembled and into place.

Jake and I got to work right away. We laid out every component, got the tools organized, and started building. The system’s designed to go together quickly, and with two sets of hands moving with purpose, the whole build came together in about two hours at a relaxed pace — no rushing, no cutting corners, just steady progress.

What stuck with us most was Jake’s energy throughout the whole process. You could see it build as each section came together, right up until the final pieces locked into place. That kind of reaction is exactly why we build these systems the way we do.

From its modern look to how simple it is to put together, this rack system is built to bring out the best in your store.

If you want to see the full build from start to finish, head over to the Reef Builders YouTube channel — they filmed the entire visit, start to finish, including a few moments we’d happily relive.

Big thanks to Jake and the whole Reef Builders team for having us. If you haven’t seen the studio yet, it’s worth the visit — and worth the watch on their channel.