SetUp Group

Built for complex retail execution, led by people who know the work.

Founded in 1995, The SetUp Group has grown into a trusted retail execution partner for major retailers across the Northeast and beyond. What began with hands-on in-store support has evolved into a full-scale project organization specializing in store resets, fixture installation, racking replacement and relocation, merchandising support, and large-scale retail rollouts.

Backed by decades of leadership experience, custom-built software, and purpose-built field tools, our teams manage projects from planning through completion with precision, safety, and accountability.

Leadership Team

Experience at the center of every project

Bruce Wulwick, Debbie F., and Steve R. each lead a distinct part of the operation, giving The SetUp Group the structure, accountability, and field knowledge needed to deliver consistent results.

Bruce Wulwick

President

An industry pioneer, Bruce founded the first major independent retail service company in the Northeast in 1982. In 1995, he launched The SetUp Group, setting industry benchmarks in training, execution, and operational excellence. Always striving to innovate, Bruce has spearheaded the integration of AI processes and custom, patent-pending tools that have transformed operations, turning multi-day tasks into hours. Bruce's relentless pursuit of efficiency and innovation keeps The SetUp Group at the forefront of retail execution.

Steve R.

General Manager

Steve helps lead our field execution standards, supporting crews with the direction, accountability, and practical experience needed to complete complex retail work safely and efficiently. His focus on preparation, communication, and follow-through helps our teams stay aligned from the first store walk-through to final project completion.

Debbie F.

Office Administration Department Manager

Debbie leads our Office Management Team, overseeing the critical work that keeps The SetUp Group running behind the scenes. She guides payroll, scheduling, communication, and administrative processes while empowering the office team to collaborate, stay organized, and support every project with accuracy and care.