DATE
January 24-27, 2026
LOCATION
HFA Resource Center, Showroom B1050
Settle in for your next meeting in our comfortable showroom located at #B1050. Enjoy food and specialty coffees from an on-site barista while you relax, talk shop, and reconnect. Discover leading industry experts offering specials and sessions to keep your store ahead of what’s next.
HFA RESOURCE CENTER HOURS
TBD
Sat. 1/24
Showroom Open 11:30am – 5:00pm
Lunch 11:30am – 1:30pm
Barista 11:30am – 4:00pm
Sun. 1/25 – Tues. 1/27
Showroom Open 8:30am – 5:30pm
Breakfast 8:30am – 10:00am
Barista 8:30am – 4:00pm
Wed. 1/28
Showroom Closed
Free Seminars
Full List Of SEMINARs To Come!
HFA MARKET SEMINAR SERIES
Our showroom is filled with opportunities to learn how to grow your business. Meet us at the HFA Resource Center and enjoy a variety of seminars that cover the most important aspects of being a competitive retailer in today’s market.
Click on each day below to see each daily list of seminars you won’t want to miss!
Sunday, January 25
9:00 am – 10:00 am Add to Calendar
Cash Flow Secrets Your Competition Doesn’t Want You to Know
Dan Jablons, Retail Smart Guys
Do you ever look at other retailers and wonder how they maintain steady cash flow and strong market share—no matter what’s happening in the economy? This session reveals the proven strategies successful stores use to manage inventory, boost profitability, and keep cash flowing in any market. Learn how to take control of your finances and build a more resilient, profitable retail business with secrets you’re dying to know!
10:30 am – 11:30 am Add to Calendar
The Future of Retail: Personalizing the Shopping Experience
Jake Freedman, Dove Media
In this fast-paced session, you will discover how the next wave of AI tools and automation is transforming the furniture industry. You’ll learn real-world strategies for using AI to personalize the shopping experience, boost conversions, and streamline store operations—from smart websites and automated marketing to data-driven service models. You will leave with actionable ways to future-proof your business and turn emerging technology into measurable revenue growth. Perfect for retailers ready to modernize without losing their human touch.
12:30 pm – 1:30 pm Add to Calendar
2026 Advertising Changes from Data to AI
Richard Harris, Orbit Interactive
Every year, advertising, measurement, production, and AI continue to evolve, with salespeople always claiming to have the best solution. This seminar will help you cut through the noise and understand what’s truly beneficial versus what’s just hype. We’ll explore the latest AI tools in marketing and how they integrate with data and measurement to enhance your business. Discover whether that trendy social media feature is a game-changer or just another flop.
2:00 pm -3:00 pm Add to Calendar
Technology Trends in Home Furnishings
David McMahon, PerformNOW
Get an inside look at what top-performing retailers are doing to attract more customers, boost employee productivity, and increase profits through technology. This session reveals real-world strategies and tools used and shared by leading retailers. Explore how AI, automation, marketing innovations, and operational systems can help you streamline processes, improve service, and gain a powerful competitive edge in today’s retail world.
3:30 pm – 4:30 pm Add to Calendar
Decoding Today’s Furniture Shopper Across the Purchase Journey
Jennifer Johns, Elevate Marketing Research
Gain a competitive edge by understanding the evolving mindset of today’s furniture shopper. Based on Elevate Marketing’s in-depth research, this seminar uncovers key behavioral shifts, motivators, and decision-making patterns throughout the purchase journey. Managers and leaders will walk away with actionable insights to optimize marketing, merchandising, and customer experience strategies—ensuring stronger connections with modern consumers and driving results in today’s challenging retail landscape.
Monday, January 26
9:00 am – 10:00 am Add to Calendar
The Hidden Profits in Bedding
Dan Miller, Guardsman
Looking for new ways to boost profit margins in bedding? Learn how to effectively sell protection plans with the right pricing, margins, and staff commissions. Discover why customers value these plans, how bundling increases sales, and what top retailers across the US are doing to succeed. Through real-world case studies, see the dollars left on the table when plans aren’t offered, and how to turn that into profit.
10:30 am – 11:30 am Add to Calendar
AI Techniques That Will Unlock Your Ideal Customer Profile
Russ Reynolds, FormPiper
Knowing your Ideal Customer Profile (ICP) is key to retail success—but guessing won’t cut it anymore. Discover how AI can help you truly understand your customers by revealing buying behaviors, digital signals, and hidden data patterns. Learn how to use these insights to sharpen your marketing, personalize the customer experience, and boost profitability in today’s competitive home furnishings market.
12:30 pm – 1:30 pm Add to Calendar
Elevating Furniture Retail: Imagery, AI, and the Customer Experience
Clarence Chui, PyxMagic
Today’s furniture shoppers expect the same seamless, visually rich digital experiences offered by the largest e-commerce players. We will explore how AI transforms product photography and digital marketing, making it faster and more. Attendees will gain practical insights into consumer trends, the role of imagery in customer experience, and how to create a scalable visual strategy that drives engagement, trust, and sales both online and in-store.
2:00 pm – 3:00 pm Add to Calendar
More Than ChatGPT: AI Strategies That Are Reshaping Retail
Chris Adams, Podium
AI is no longer just about prompting. Today’s leading retailers are using machine learning to predict customer needs, streamline operations, and personalize every shopping experience. In this session, discover how AI can help you optimize staffing, inventory, and marketing to boost sales and satisfaction. Learn practical, real-world ways to make technology your strategic growth engine
3:30 pm – 4:30 pm Add to Calendar
AI in Action: Smarter Customer Experience for Today’s Retailers
Steven Yang, Solvea
As customer expectations rise, the line between service and experience continues to blur. Learn how AI is reshaping customer support from managing large-item logistics to handling post-purchase care across multiple channels. Drawing from real-world cases, we’ll share lessons on how automation, intent recognition, and data-driven insights can improve service quality, reduce operational burden, and help teams focus on creating meaningful customer relationships
Tuesday, January 27
9:00 am – 10:00 am Add to Calendar
From Dock to Destination: Expert Logistics Insights for Retailers
Richard Tucker’s, J.B. Hunt
Optimize your delivery and logistics processes with expert insights into specialized LTL strategies. Discover how to streamline dock-to-destination operations, reduce costs, and enhance customer satisfaction. Gain actionable tips from logistics professionals J.B. Hunt on building seamless supply chain solutions tailored for home furnishings retailers.
10:30 am – 11:30 am Add to Calendar
Logistics Technologies Turning Delivery into a Competitive Edge
Walt Thinfen & William Coburn, LMDxps
As consumer expectations for fast, reliable delivery rise, furniture retailers must balance speed, cost, and compliance. This session explores how modern logistics strategies and digital delivery networks can help retailers manage seasonal surges, access qualified contractors, and simplify operations. Learn how to strengthen DOT compliance, reduce liability, and improve customer satisfaction with a flexible, tech-driven approach that turns delivery into a competitive advantage.
12:30 pm – 1:30 pm Add to Calendar
The Science of Return on Ad Spend
Darrell Dahlberg, Orbit Interactive
Advertising has shifted from art to science to focus on measurable results! Discover the keys to accurately measure Return on Ad Spend (ROAS) in your campaigns. By mastering the balance of science and art in advertising, you can drive your business forward and maximize sales from every dollar spent on ads.
2:00 pm – 3:00 pm Add to Calendar
Retain Talent While Reducing Costs
Linda Peavey & Branson Proctor, HFA Healthcare Solutions
Attracting and retaining great employees starts with offering the right benefits. Discover how new health coverage options, including Individual Coverage Health Reimbursement Arrangements (ICHRA), make it possible for businesses of any size to provide affordable, flexible benefits. Learn the real cost of turnover, explore potential tax credits, and see how smarter benefit strategies can help you strengthen your team and your bottom line.
3:30 pm – 4:30 pm Add to Calendar
Do You Have the Social Hook to Win Customers
Jason Schlitz, Orbit Interactive
Social media has evolved from simple algorithms to a complex system capable of turning anyone into an overnight sensation with the right post, hook, setup, and story. There’s a winning formula to social media success, and it’s not as complicated as it seems. Join us at this seminar as we break down the formula and help transform your store or business into a social media star.
Showroom Exhibitors
Our exhibitors are experts in the furniture retailing industry and are here to help you streamline your businesses, drive more store traffic, and help you grow revenue. See the full list of exhibitors and their services below and be sure to stop by during market for market specials and to find out how they can help improve your business.
Full List Of Exhibitors To Come!
SHOWROOM Exhibitors
Financing
HFA Solution Partner – Progressive Leasing, LLC, is A leading lease-to-own provider offering transparent, flexible payment options to help all consumers achieve merchandise ownership.
Progressive Leasing is the largest and most trusted lease-to-own provider with 16M+ customers. When you partner with us, you join our ecosystem. Additionally, we offer dedicated field support and a best-in-class customer experience.
HFA Solution Partner – Acima offers lease-to-own solutions that offer shopping power and choice for furniture shoppers who don’t qualify for traditional financing.
Furniture retailers can partner with Acima to capture previously out of reach customers with simple in-store, ecommerce, and waterfall integrations to gain incremental sales. Over 15,000 retailer partners across the U.S. are using Acima’s proprietary technology.
HFA Solution Partner – Turn shoppers into buyers and grow your business with Snap Finance. We help customers with less-than-perfect credit get what they need.
Increased sales, Snap driven marketing, ease of use and Snap merchant and customer support are some of the key reasons retailers value their partnership with Snap Finance.
Market Special: 0% fees ever if signed up during Market.
HFA Solution Partner – American First Finance has helped 20,000 businesses experience the magic of I Can – by helping customers get what they need, today.
You know those customers that get turned down by traditional financing options? Now you can help them check-out, not walk-out, through AFF. Our exclusive decisioning algorithm is engineered to approve as many customers as possible–no matter their credit situation.
HFA Solution Partner – Koalafi offers convenient and transparent lease-to-own financing options that enable non-prime consumers to make life-changing purchases.
With Koalafi, in-store and eCommerce merchants can help more customers get the things they need, while increasing sales and strengthening customer loyalty.
HFA Solution Partner – Trekstone Financial offers the lowest negotiated credit card processing rates, free placement equipment and top-of-the-line customer service.
HFA Solution Partner – Synchrony offers you access to exclusive HFA low everyday rates, monthly buy-down specials, and volume rebates! Their tailored credit card programs engage your customers where they shop: in-store, online, or via mobile.
POINT-OF-SALE
HFA Solution Partner – Furniture Wizard Software is a retail management system that provides inventory management & an easy-to-use POS for your store.
eRetail Systems offers a Point-of-Sale solution that allows your staff to process payments on the sales floor without leaving the customer unattended.
Our software solution, eRetail Application Suite (eRAS), is a modular, extensible, scalable, and intuitive application for retail operations. With eRAS, we make retail easy.
Tools2Win is a suite of software tools that turn Point-of-Sale data into actionable information. It is a 100% automated solution that includes Merchandising, Inventory, Marketing, and Sales tools delivered to a retailer’s inbox daily. The output of the tools are in a simple, easy-to-read, and visual format allowing retailers and their staff to quickly understand the data and identify business opportunities.
HFA Solution Partner – Myriad Software Trusted by retailers for 35 years, Myriad is more than POS—it’s a cloud solution that streamlines operations and fuels confident growth.
Myriad’s cloud-based solution offers real-time inventory, CRM, customizations, accounting, audit tools, and 3rd-party integrations—all in one easy-to-use, picture-based system. Sell More. Stress Less.
MARKETING/WEBSITES/CUSTOMER EXPERIENCE TECHNOLOGY
Tailbase delivers solutions for retailers, helping strengthen their presence through websites, catalogue, marketing, and POS systems.
Tailbase helps independent retailers grow with e-commerce, catalog, and POS solutions. Our all-in-one platform automates pricing and inventory, saving time and driving sales. With innovation and personalized service, we strengthen local presence and long-term success.
HFA Solution Partner – Founded in 2012, Esquire Advertising is an Ad Tech agency using proprietary tech to find and engage in-market consumers effectively.
We help retailers find real buyers, cut ad waste, and drive measurable store traffic through data-powered precision targeting.
LocaliQ and the USA TODAY Network, as part of the global media company Gannett, provide businesses of all sizes with access to an audience of millions, plus the digital solutions they need to reach that audience with a message that resonates and drives real impact.
HFA Solution Partner– Orbit Interactive Marketing Group is focused on boosting your brand’s visibility and accelerating growth in both online and retail sales.
Working with Orbit Interactive, you drive down your marketing costs while building great marketing programs that drive retailer foot and website traffic. From Display, OTT, Video, Google Ads and SEO we offer the ability to tie in intent data with these digital solutions.
Market Special: Visit our booth for a free foot traffic analysis based on the Placer.AI data.
For 50+ years, ACA has boosted furniture brands with smart marketing, branding, digital, and creative solutions that drive real growth.
ACA gives retailers a competitive edge through expert branding, digital marketing, and creative solutions that drive traffic, strengthen customer connections, and increase sales.
Market Special: Free digital assets package with any new TV commercial. New clients only.
HFA Solution Partner – Renaissance is a digital platform provider offering robust website, point-of-sale, and kiosk solutions, as well as comprehensive marketing services.
ALL-IN-ONE platform providing a STRONG digital presence, enhanced BRAND AWARENESS, 100+ CATALOGS, digital KIOSK solution, UNLIMITED user LICENSES, marketing collateral at NO ADDITIONAL COST, reduced MERCHANT PROCESSING rates, and EXCEPTIONAL CUSTOMER SERVICE.
Elite Rewards specializes in creating incentive and loyalty programs designed to drive traffic, boost conversions, build customer loyalty, and shift customer and employee behavior.
- Over 25 years of industry experience
- No Up-Front Costs
- No Inventory
- Seamless Fulfillment
PRODUCTS/SERVICES/CONSULTING
Our interior design school in Salt Lake City, Utah, provides aspiring designers the opportunity to cultivate their natural design talents through hands-on learning programs in a supportive classroom environment. Our curriculum enables students to transform their passion into an extraordinary design portfolio. Students build confidence as they acquire the knowledge and skills required to succeed professionally in the industry.
HFA has been serving the home furnishings industry for over 100 years. Its members can access tools and resources to help you and your company thrive. Join us for networking events, education opportunities, business solutions, business savings, and advocacy. As how we can be of service to you! You can be part of the premier organization serving and advancing the home furnishings industry for over 100 years.
HFA Solution Partner – HFA Sales Academy offers on-demand furniture sales training to help teams close more deals and boost performance—anytime, anywhere.
Retailers use HFA Sales Academy to train and upskill their sales teams with proven techniques, industry-specific content, and flexible on-demand access—resulting in higher close rates, stronger customer experiences, and increased revenue with less turnover.
The Mattress Recycling Council is a nonprofit organization formed by the mattress industry to operate recycling programs in states that passed mattress recycling laws.
We are committed to educating the mattress industry about states’ mattress recycling laws and assisting retailers and manufacturers in complying with those laws. We have successfully developed accessible and efficient collection and recycling networks in our program states.
Since 1976, Service Lamp Corp, your one source for lamps, ballasts, and fixtures! Let us help you, light up your showroom and warehouse.
We provide “first in class” manufactured products. We negotiate the best pricing and pass the savings on to our customers. Service Lamp Corp. prides itself on its ability to manage projects with the use of CAD, utilizing fixtures and lamps for construction and renovation.
WithIt is a member-led organization with a diverse board of directors, building a community of supportive women and men. Our membership comprises innovators, industry influencers, thought leaders, and connectors across a wide range of home and furnishings categories in the United States and Canada.
We exist for any professional person in the home and furnishings industries needing a network, desiring to become a stronger leader, wanting to be better connected, needing business opportunities, or wanting to teach or give back.
IHFRA is a member-based, trade association supporting the professionalism, productivity, and profitability of home furnishings reps. We offer 60+ unique benefits and discount programs, everything from health insurance to travel discounts. We offer networking events, continuing education, and advocate for the industry.
American Homestead Furniture offers exclusive retail-tested best-selling upholstery and case goods made from quality components.
PerformNOW Inc. is a global consultancy and technology company.
We help businesses worldwide that are committed to ongoing self-improvement. We find opportunities, help innovate and execute solutions to challenges and assist in achievement of short-term and long-term goals.
Services: 1) Business Consulting 2) Performance Groups 3) CRM Software
Market Special: $1000 off CRM set-up fees.
INSURANCE/WARRANTIES/PROTECTION
HFA Solution Partner – HFA Healthcare Solutions is designed exclusively for members of the Home Furnishings Association to provide owner-operators and employees peace of mind for the customized healthcare plans they deserve while saving money. We work with all employers, regardless of size or budget the ability to offer healthcare coverage that will help recruit and retain quality candidates. HFA Healthcare Solutions provides innovative and budget-friendly benefit solutions that directly address your business needs.
Guardsman, a leading provider of furniture protection plans and care products, has been helping consumers protect their furniture since 1915.
With a reputation built on trust, innovation, and quality, Guardsman offers industry-leading solutions for furniture retailers, manufacturers, and service providers. For more information, visit www.guardsman.com.
HFA Solution Partner – Montage Furniture Services provides furniture protection plans through pooled risk, self-insured, and captive/reinsurance programs.
- Increase revenue
- Improve customer satisfaction
- Encourage repeat business through increased store traffic and brand loyalty
- Plus, much more!
WAREHOUSE/LOGISTICS
DispatchTrack optimizes routes in real-time with AI that adapts to traffic, weather, and priorities, reducing delays and costs- all while ensuring on-time deliveries and a seamless customer experience. Provides full transparency to keep drivers, dispatchers, and customers informed at all times.
Check out photos from LAST MARKET!
