Aufsteller

Aufsteller is a German noun formed from the verb aufstellen, meaning to set up or erect. As an agent noun, it can refer to a person who sets up something, as well as to a thing that is set up. The word is widely used in marketing, trade shows, and industry contexts.

In retail and at exhibitions, an Aufsteller denotes a freestanding display device used to present products, promotions, or information. Such stands are typically made of cardboard, plastic, metal, or wood and are placed in strategic locations like entrances, near cash registers, on shelves, or within booth spaces. They are designed to attract attention and are commonly used for short-term promotions, new product launches, price reductions, or informative signage. The term is often used interchangeably with “display” or “display stand” in German merchandising.

As a person, Aufsteller can refer to someone who installs or erects equipment, structures, or stage props. This includes technicians, fitters, or stagehands responsible for mounting posters, assembling display stands, or setting up exhibition booths. In this sense, Aufsteller describes the role rather than a specific object.

The term is standard in German and appears in marketing, event management, and manufacturing contexts. In English-language writing, it is typically translated as display stand, display unit, or, when referring to a person, installer or erector, depending on the usage.