Webinars

A beautifully merchandised room turns heads — but an intentionally merchandised showroom sparks inspiration and communicates your brand identity in ways a logo never could. Join the HFA CEO for an in-depth conversation with furniture retailers and industry experts who have transformed their showrooms from “filled” to deliberately designed. Panelists will share real-world examples, honest lessons, and practical strategies you can put to work immediately.

By the end of this session, attendees will be able to:

• Evaluate whether their showroom is beautifully arranged — or intentionally merchandised — and where the difference shows up on their floor
• Distinguish placement from merchandising by examining why each display exists — and what emotion, story, or customer insight it’s meant to deliver
• Build vignettes that reflect how their customers actually live, showcasing unexpected mixes of finishes, fabrics, vendors, and pieces that inspire purchases customers hadn’t considered
• Identify the first steps toward a recognizable showroom signature — a common thread that says “this belongs here” and communicates brand identity beyond the logo.

Panelists

Stacie Bedford, Chief Creative Officer, Evans’ Heritage Home

Stacie Bedford is the Chief Creative Officer of Evans’ Heritage Home and the recipient of the 2026 HFA Emerging Star Award. Her career blends interior design, retail operations, and brand development, guided by a belief that a furniture showroom should feel like an experience, not a warehouse.

Michele Dissinger, Director of Merchandising & Lindsay Wildasin, Visual Display and Lead Buyer, Interiors Home

Interiors Home is central Pennsylvania’s destination for high-end products and design services, with three showrooms serving the region. That commitment to excellence has earned Interiors Home the HFA Retailer of the Year Award and Best Places to Work in recent years.

Lori Friedlander, Owner, Furnia Home, All Things Furniture

Lori Friedlander is the principal of Furnia Home | All Things Furniture, a consulting firm for furniture and home furnishings. With over 20 years of industry experience, she has parlayed a strong sense of fashion, color, style, and trends into diversified positions within the home furnishings industry. A merchandising, sales management, and design professional, her experience includes working with both family-owned and corporate entities, including renowned brands such as Ethan Allen, La-Z-Boy, and Bassett Furniture.