Dealers and Independent Reps Build Deep Connections to THE MART

by Rob Kirkbride

NeoCon and THE MART have traditionally been about connecting manufacturers with designers and the customers they bring to Chicago each June. While NeoCon remains the bellwether event in our industry and the driving reason for many manufacturers to establish a showroom in THE MART , the iconic building is expanding its efforts to connect manufacturers with their customers in the building year-round.

Dealers and reps are the glue that makes those connections happen. Why not celebrate their contributions to the industry by making THE MART and NeoCon more welcoming to them? In recent years, there has been a real effort by THE MART (with the help of some important industry partners) to make the building more accessible to dealers and reps and create programs to bring them and their customers into the building and NeoCon.

In the last several years, companies with showrooms in THE MART have demanded more than just NeoCon out of their showrooms, according to Byron Morton , vice president and co-head of leasing.

“They want the ability to activate, they want to entertain their customers, they want to show their product,” he said. “They want more ROI, they want to use it throughout the year. So as you know, we've been very focused on providing year-round activation opportunities.”

In 2024, THE MART hosted events like Interior Design Magazine ’s first-ever 30/30 National Conference, celebrating emerging design talent. The building also hosted ThinkLab ’s Healthcare Hackathon, DIFFA’s Art for Life, NAIRC (North American Independent Rep Council) ’s Charter Member meeting, several showroom networking events to encourage collaboration and community among showroom staff and several other events tailored to the design community.

This year, dealers will gather for INDEAL Inc. 's annual Champion Conference, an event that in the past has been held at various locations across the country. This year’s conference will be held at THE MART for the first time, bringing with it nearly 130 dealers and manufacturers that support them.

“There has always been a strong desire with the Champion Conference attendees to see product,” said Dave Bloch , co-founder and CEO of INDEAL. “We had begun to incorporate a product showcase into the event, but the ultimate product showcase is THE MART, so this makes a lot of sense.”

Chicago is very central with many direct flights from all major cities, making logistics much easier for INDEAL, he said. The myriad event spaces at THE MART, direct connections to the voco Downtown Chicago hotel and easy access to other lodging options makes it easier to coordinate events. THE MART also has more than 100 showrooms, which increases the value of the event to INDEAL Champions.

Bloch said the partnership with THE MART has been outstanding. They are helping provide meeting space and planning and have even connected INDEAL to its event management company. INDEAL also has participated more in NeoCon and plans to integrate its April Champion event with plans for its Connection Hub, now in its third year at NeoCon.

In 2024, Morton also made an appeal to independent rep groups, letting them know that if they have customer groups that want to do deep dives into products, THE MART is the place to be. Several rep groups took up Morton and THE MART on the offer in 2024, including Danika and Company from Dallas, McKearney Associates from Boston, Linkedreps from San Francisco and Spacemakers from Pittsburgh (who brought two groups last year).

The reps brought their customers from architecture and design firms and dealers to THE MART at times other than NeoCon, which allowed them to do a deep dive with their lines and spend time with principals from each. More than simply showroom tours, the rep groups put together curated experiences. THE MART helped with a tour of the building amenities and a brief history on THE MART and NeoCon. It helps that THE MART is located in one of the most vibrant cities in the country. Morton helped the reps with restaurant and activity recommendations and offered them special hotel rates. THE MART team has set an aggressive goal to increase these visits fourfold in 2025 by promoting them to the independent rep community and manufacturers who have showrooms in the building.

The manufacturers whose reps come to THE MART often participate as well, including Jeff Hollingsworth with DARRAN Furniture , Katie Taylor with KFI Studios , Brandon Reame from Enwork and Bethany Parks from Source, among others.

Jeff C. , principal at My Resource Library , also has been instrumental in bringing independent reps into the building. The North American Independent Rep Council (NAIRC) and Carlson have a shared showroom in the building, which acts as a hub for reps during NeoCon. The connections between NAIRC and THE MART have grown stronger throughout the year, with rep groups bringing designers, dealers and even interior design students to the iconic building.

“These visits are often elevated by Byron’s involvement,” Carlson said. “Byron personally meets with these groups to kick off their experience, providing a historical perspective on the market and sharing exciting plans for its future. This personalized approach has resonated strongly with attendees, leaving a lasting impression. These trips have been a popular topic during NAIRC's quarterly webinars, and the positive feedback has inspired even more groups to engage with THE MART as a resource.?The trend shows a growing recognition of the value of THE MART for networking education and fostering stronger connections between reps, their manufacturers and their clients.”

THE MART is a Diamond sponsor for NAIRC meetings, underscoring its commitment to the rep community, he said. This partnership has created a platform to deepen connections and build awareness of THE MART’s resources. Through these events, reps not only gain access to the latest products and innovations, but also forge meaningful relationships with manufacturers.

Bloch said he sees THE MART continuing to be an important part of the industry going forward. “While it may no longer be the location of some brands that use their showroom throughout the year, it is a critical part of the development strategy for brands that rely on community in order to be successful,” he said. “We see a long-term partnership with THE MART as an important part of our offering to our brands and dealers.”

Carlson said the same is true for the independent rep community.

“THE MART is an invaluable resource for reps. Its role as a centralized hub for the contract furniture and design industries creates a unique opportunity for reps to provide their clients with a rich and immersive experience,” he said. “The ability to see products in context, engage directly with manufacturers and take part in educational sessions all contribute to THE MART’s value.

“For the NAIRC, THE MART is more than just a building: It's a bridge that connects manufacturers reps, designers and end users. This connection strengthens industry relationships, enhances product knowledge and fosters innovation.?THE MART’s support for reps through its sponsorships, organized tours and tailored experiences demonstrates its understanding of the rep community's needs and its commitment to their success.”

And for dealer and rep groups heading to THE MART in 2025, there will be more to see. THE MART has secured a new lease with Zintra Acoustic Solutions and Lintex and renewals with Wolf-Gordon , Bernhardt Design and Boss Design . THE MART is also revamping and better organizing the 7th floor temporary showroom spaces.