DATE
July 25-28, 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. 7/25
Showroom Open 11:30am – 5:00pm
Lunch 11:30am – 1:30pm
Barista 9:00am – 4:00pm
Sun. 7/26 – Tues. 7/28
Showroom Open 8:30am – 5:30pm
Breakfast 8:15am – 10:30am
Barista 8:15am – 4:00pm
Wed. 7/29
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!
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10:30 am – 11:30 am
Trade Secrets – What Are The Best Retailers Doing Right
Dan Jablons, Retail Smart Guys
Not every retailer is suffering in this economy. Many are actually very profitable and have strong cash flow. In this economy, now is the time to get a competitive edge and increase market share. Discover the industry secrets that successful retailers know, and learn how to implement these changes into your business to find better cash flow, better profitability, and more fun at your stores.
12:30 pm -1:30 pm
AI-Ready or Left Behind: What Every Furniture Retailer Needs to Know Before 2027
Jake Freedman, DOVR Media
AI is already reshaping how consumers discover and buy furniture, from generative search results replacing traditional Google rankings to AI-powered product recommendations that bypass your website entirely. Most retailers know they need to act, but few know where to start. Attendees will learn how to audit their digital presence for AI visibility, the specific threats generative search poses to organic traffic, and the concrete first steps any retailer can take today, regardless of budget or technical expertise.
2:00 pm -3:00 pm
The Andromeda Effect: Creative Diversification to Win on Meta
Jason Schlitz, Orbit Interactive
Meta’s new ad retrieval system, Andromeda, is reshaping how ads reach the right audience. In this seminar, furniture retailers will get a clear, practical understanding of what Meta Andromeda is, what it isn’t, and why creative diversification now plays a bigger role than audience targeting. Attendees will learn how Meta connects ads with today’s shoppers and how to build creative strategies that work with the platform to drive stronger performance.
3:30 pm – 4:30 pm
The Million Dollar Sales Associate Is Now AI
Samantha Simonton, Merchkit
AI is now the first point of contact in product discovery. If your products are not structured for AI, they are not being recommended. This session shows retailers how to clean, standardize, and optimize product data so AI tools, search engines, and marketplaces actively surface their products. Learn simple, practical steps to increase visibility, drive traffic, and convert more shoppers both online and in-store.
9:00 am – 10:00 am
Unlocking Growth: Driving Real Foot Traffic and ROI for Furniture Retailers
Jillian Schaefer, Tropic Survival Marketing & Advertising
Discover how furniture retailers can turn marketing into measurable growth by driving real foot traffic and in-store conversions. We will share proven strategies (with concrete examples) across digital, local, and traditional channels to attract high-intent shoppers and maximize ROAS. Learn how to connect online engagement to in-store visits using advanced targeting, data, and creative. Walk away with actionable insights to increase showroom traffic and sales performance.
10:30 am – 11:30 am
Peer-Led Growth: Real-World Strategies from High-Performing Retailers
David McMahon, PerformNOW
Get an inside look from the leader of some of the biggest retail performance groups on 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.
12:30 pm -1:30 pm
The New SEO Is Now Answer Engine Optimization (AEO) for Furniture Retail
Samantha Simonton, Merchkit
Search is changing fast. Customers are no longer browsing- they are asking. AI tools are deciding what products get shown. This session explains AEO in simple terms and gives retailers actionable steps to structure their content so their products become the answer. Learn how to win visibility in AI-driven search and bring more qualified shoppers into your funnel.
2:00 pm -3:00 pm
Trade Compliance as a Competitive Advantage for Furniture Retailers
Ali Raza, SAIL
The furniture industry has experienced more trade disruption in the past two years than in the prior decade. Tariff volatility, shifting sourcing landscapes, and tightening CBP enforcement have turned trade compliance from a back-office function into a boardroom conversation. This session breaks down what’s changed, what most retailers are getting wrong, and what the best operators are doing differently. Whether you’re a single-location retailer or a multi-store operator, walk away with a clearer picture of what trade compliance should look like for your business.
3:30 pm – 4:30 pm
Selling in a Soft Market: How Furniture Retailers Are Driving Conversion
Maurice Edwards, Katapult
With furniture sales down and shoppers becoming more cautious, retailers are seeing more hesitation at the point of purchase. This session examines how economic pressure is changing buying behavior and what it takes to convert in a softer market. Attendees will gain practical strategies to support customer decision-making better, build confidence, and close more sales despite slower demand.
9:00 am – 10:00 am
Considering Retirement? Explore ESOP as an Exit Strategy
Sean Hicks, New Leaf
If you’re considering stepping away from your business, an Employee Stock Ownership Plan (ESOP) may be a smart way to unlock value, protect your legacy, and reward the employees who helped build it. This session will walk through how ESOPs work, who they’re right for, and what to expect regarding valuation, financing, and timing.
10:30 pm -11:30 pm
The “Hesitation Moment”: What Happens Right Before a Customer Walks Away
Maurice Edwards, Katapult
Today’s furniture shoppers rarely say “no”- they hesitate. That hesitation moment is where most sales are lost. In this session, we’ll break down the behavioral signals and decision friction that prevent customers from converting, both in-store and online. Learn how to identify when a shopper is at risk of walking away, how top-performing teams respond in real time, and how to create a seamless bridge between eCommerce and the showroom to keep momentum and close more sales.
12:30 pm -1:30 pm
Turning Trade Complexity into Profitability with AI
Chansam Kim, SAIL
AI is rapidly transforming retail, but most applications focus on marketing or customer experience. This session explores how AI can help retailers better understand and manage the hidden costs of global sourcing. From product classification to tariff exposure and supplier decisions, AI can surface insights that directly affect margins and risk. We will discuss practical use cases, common pitfalls, and how retailers can begin leveraging AI to improve decision-making across procurement and operations.
2:00 pm – 3:00 pm
Why Markdowns Will Make Your Business Stronger!
Peter Vogel, Detailed Thinking
Not every piece on your floor will be a winner, and that’s okay. The key is knowing when and how to take action. In this session, you’ll learn how a smart, multi-week markdown strategy can help you move aging inventory, improve cash flow, and make better merchandising decisions. Walk away with a fresh approach to reading your reports and using markdowns to drive healthier sales and a stronger business.
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.
SHOWROOM Exhibitors
Financing & PAYMENT PROCESSING
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.
HFA Solution Partner – American First Finance (AFF) is a leading point of sale “shop now, pay later” solutions provider across 26 verticals.
Based in Dallas, TX, AFF’s mission is to provide financial solutions that help ordinary people meet their needs and pursue their dreams. Learn more call 972.992.3560 or visit www.americanfirstfinance.com.
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 is a leader in credit card processing, specializing in the furniture industry.
- Exclusive low HFA member processing rate
- Free placement equipment
- Month-to-month agreement
- Eliminate up to 100% of your processing fees
- Personal customer service rep assigned
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.
E-COMMERCE / 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.
With over 100 years of furniture retail experience, we can simplify your life and shift the culture from reactive to proactive. Join thousands of retailers who have experienced the magic of Furniture Wizard by gaining insight into their businesses and making impactful decisions.
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.
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.
CUSTOMER EXPERIENCE TECHNOLOGY & Design Software
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.
MARKETING & Merchandising
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.
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.
Tools2Win® is a suite of software tools that transforms Point-of-Sale data into actionable information and creates retail intelligence.
Retailers on Tools2Win spend less time collecting data and more time implementing improvements. Tools2Win® clients realize significant improvements with increased margins, reduced inventory, and reduced labor costs through automation and decisions based on their own data.
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
BUSINESS CONSULTING
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.
Service Lamp can assist with the planning and design of new lighting for any size project. Lamps, ballasts, and fixtures; indoor and out!
Service Lamp Corp. has been helping furniture stores and warehouses improve the quality of lighting since 1976. Service Lamp Corp. is a full-line distributor of industrial and commercial lighting. We negotiate the best pricing with our factories and pass the savings on to our customers.
American Homestead Furniture expands your offering and increases your margins with unlimited mixability on concierge-level factory direct buying and curated truckloads from a US warehouse, and AHF boasts operational excellence, allowing for direct-to-consumer shipping from its fully stocked warehouse.
HFA Solution Partner – FamOn is a B2B wholesale platform connecting global suppliers to local retailers with seamless logistics and finance.
INSURANCE / WARRANTIES / HR
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!
INDUSTRY ORGANIZATIONS
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.
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.
LOGISTICS & SUPPLY CHAIN
Check out photos from LAST MARKET!
