International Casual Furnishings Association Promotes Two-Market Strategy

Furniture World News Desk on 1/8/2025

The International Casual Furnishings Association (ICFA) announced travel incentives and programming enhancements to drive increased industry participation in Casual Market Atlanta. “We want to make it clear to retailers, manufacturers and sales reps that there are strategic benefits to attending the July and September markets,” said Chair of the ICFA Board Henry Vanderminden IV of Telescope Casual Furniture. 

There are extensive travel incentives available to retailers and those considering ICFA membership, as well as discounts and special considerations for temporary exhibitors showing at both markets. “We continue to add events and introduce networking opportunities at each market,” Vanderminden noted, “and the number of temporary exhibitors is ever-increasing, consistently introducing exciting new products to our industry. With over 70 permanent and 80 temporary furniture exhibitors, Casual Market Atlanta at AmericasMart is the greatest display of outdoor furniture in the world.”

“The seasonality of casual furnishings dictates a two-market schedule in Atlanta,” said Jackie Hirschhaut, ICFA Executive Director. “July and September both provide early buying opportunities for the year ahead. The Summer Casual Market held in July overlaps with the Summer Gift & Home Market, and next year, we will shift our prestigious Awards Gala to the Fall Casual Market held in September. Our research indicates that although participants might believe that either the summer or the fall show best suits their business, a two-market strategy provides the greatest exposure to buying and selling opportunities.”

“With the different types of retail buyer and manufacturer needs to consider, there isn't a reason to define one as a ‘main’ market,” Vanderminden added. “There are two convenient markets offering a relatively equal experience.”

Participants may defray the cost of attending either market through the travel incentive program featuring subsidies co-developed by the ICFA and ANDMORE, the owner of the Casual Market Atlanta venue. “Retailers can apply for funding for two hotel rooms for two staff members for two nights, with a third night covered if they are an ICFA member in good standing. That's the equivalent of up to $1,500 for 3 nights,” he noted. If a nonmember operating three or fewer stores wants to join, they will spend $300 for the ICFA membership and receive the full incentive. “With these generous incentives, how can an outdoor furniture buyer whose livelihood is retail not attend at least one market?” Vanderminden queried. “We know that once buyers experience either the Summer or Fall Casual Market Atlanta, they will be wowed by what they see and experience.” Each retailer is eligible to receive the hotel accommodations incentive at one market only.

Cost-cutting incentives for temporary exhibitors include discounts for early registration to exhibit and participate in both markets. Temporary exhibitors committing to both markets receive free product storage between July and September along with a 50 percent discount for the second show if they exhibit at both events.  

ICFA is contracted and committed to hosting the Casual Markets at AmericasMart through September of 2030.  A three-day format for Summer Casual Market and four-day for the Fall Casual Market with both starting on Tuesdays are scheduled as shown below.

* Note the July 2026 Summer Casual Market will not overlap with AmericasMart Home & Gift Show.

About The International Casual Furnishings Association
The International Casual Furnishings Association supports and promotes the growth of the outdoor and casual furnishings industry through professional education, networking and development. It is the only trade organization committed to promoting the sales of its members’ quality products and services. It is a powerful partnership of manufacturers and importers, retailers, sales representatives and designers of outdoor furnishings plus suppliers to the industry. For more information, please see  www.icfanet.org.