In the late 1980s, amid the economic uncertainty of the 1987 crash, DE Group founder, Chris Clews, found
himself at a crossroads. He had sold one business, seen another where he was employed collapse in the
downturn, and walked away from another role that didn’t align with his values.
When a friend asked what he was going to do next, Chris didn’t have an answer. But he knew one thing: he couldn’t stay where he was. With no clear plan, just a few contacts and a refusal to compromise on integrity, he decided to back himself.
One of the first calls he made was to Isuzu Trucks, a company he had built a connection with in his previous role. They became his very first client, an anchor in those uncertain early days and a relationship that still stands strong 35 years later.
Armed with pencils, pens, and paper renderings (long before computer-aided design became the norm), Chris began shaping the foundations of what would become DE Group, then known as Display Equipment.
What set him apart wasn’t just creativity, but conviction. “I wasn’t willing to run a company without integrity,” he recalls. “When you look back, I can lie straight in bed at night knowing I made decisions I could stand by.”
In those early years, growth came quickly. It wasn’t unusual for Chris to put in 100+ hour weeks to get things done, drawing designs by hand and convincing clients to take a chance on his new business. Exhibitions became the company’s launchpad: “We sold pretty pictures,” Chris says with a grin. “But really, we sold what those pictures did for people: the marketing impact, the return.”
Clients quickly recognised that DE Group wasn’t just about building event stands; it was about making their investment work harder. By asking the tough questions — “Why are you spending this much? What outcome do you actually want?” — Chris built a reputation for honesty and strategic thinking.
Innovation was constant. As exhibitions ran only part of the year, the team expanded into shopfitting, signage, and point-of-sale displays. Whether it meant learning vinyl cutting over Christmas or introducing new experiential concepts, DE Group adapted fast to keep clients ahead of the curve.
Some things, though, never changed. From the start, Chris made delivery a non-negotiable. “In 35 years, we’ve never not delivered,” he says firmly. That commitment earned DE Group trust not just in New Zealand, but on the world stage. For nearly a decade, the company designed stands for New Zealand Trade and Enterprise in over 22 countries, from Germany to the Middle East.
This relentless commitment carried through the toughest times. When COVID-19 hit, staff numbers fell from 40 to 12 almost overnight. Instead of sending impersonal emails, Chris and his wife Jan sat down with every staff member individually. “It was the hardest thing I’ve ever done,” he admits. “But you can’t treat people like they’re disposable.”
That family ethos became a cornerstone of the business. Staff bought into the vision stuck around, with the average retention rate of 14 years before the pandemic, and many clients have been with DE Group for decades.
Both of Chris’s sons, Mark and Steven, have grown up in the business and now play a central role in its leadership. General Manager, Mark, has seen those lessons in action for decades. For him, the defining principle is clear: “We always deliver. That drive to succeed is what defines us, and it won’t change.”
He adds: “Most people that come here and work for us thrive because they believe in that same principle. That’s why so many have stayed with us for decades.”
From building two-storey stands for global brands to staging immersive product launches with dry ice and theatre groups, the DE Group team has never been short on creativity.
Each project reinforced what DE Group is really about: not just building stands or stores, but creating opportunities for clients to succeed.
So, what does the future hold? For Chris, it’s about passing the baton to the next generation while keeping the spirit of the business alive. For Mark, it’s about consolidating, adapting, and staying ahead of change.
“The exhibition market is evolving fast,” Mark says. “Green practices, experiential activations, and digital integration are all shaping what clients want. Our focus is on staying sharp, making improvements every year, and helping clients cut through in new ways.”
He’s pragmatic about the challenges too: “The market’s ever-changing. Shopfitting is shifting with the rise of online retail, exhibitions are becoming more about experiences, but the principle stays the same: fix problems fast, deliver what we promise, and keep people at the centre.”
DE Group continues to explore how to make stands not just functional, but memorable experiences that blend learning, entertainment, and connection. “It’s about creating something people remember long after the lights go out,” Chris says.
What won’t change is the company’s founding values: hard work, honesty, and a deep respect for people, staff, clients, and partners alike.
After 35 years, DE Group isn’t just a business. It’s a legacy built on integrity, creativity, and relationships that have stood the test of time.
“I’m proud that we’ve been part of our clients’ success stories,” Chris reflects. “At the end of the day, business is about people. That’s what makes it all worthwhile.”
And while the story so far is rich in milestones, the real hallmark of DE Group is that we’ve never stood still. Even after three and a half decades, we continue to surprise clients with fresh thinking and unexpected ideas. Complacency has never been an option; pushing boundaries and finding new ways to make an impact is part of our DNA.
Here’s to the next chapter; new ideas, new challenges, and a future as inspiring as the journey so far.
We’re always happy to meet and discuss what you’re looking for. Drop us a line and we’ll get in touch.
Phone
Head Office
10 Prescott St,
Penrose 1061,
Auckland, NZ
Postal Address
PO Box 12193,
Penrose 1642,
Auckland, NZ
Opening Hours
8:30am – 5:00pm
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