HIGH POINT, N.C. – For Henry J.W. Vanderminden IV, incoming chair of the Board of Directors of the International Casual Furnishings Association (ICFA), even a family history of more than a century manufacturing casual furnishings didn’t provide a precedent for the tremendous industry growth businesses have experienced during the past four years.

“Continuing that pandemic peak requires the efforts of every segment of our industry,” said Henry, president of Telescope Casual Furniture, Inc. “Participating in Casual Market Atlanta – the greatest display of outdoor furniture in the world – is the most powerful way for ICFA members to ensure their companies’ success.”

Henry attended his first association meeting at Casual Market in Chicago in 1987. He was fresh out of college, traveling with his father, Henry “Hank” J.W. Vanderminden III, who served on the board of the Summer and Casual Furniture Manufacturers Association, a precursor to the ICFA, for several decades. Henry immediately saw the benefits of networking with competitors for the industry’s greater good.

He eventually expanded his involvement by becoming the Chair of the Board, with a two-year term between 1999 and 2000. “I learned so much during that first time and am pleased to take this leadership role again, 25 years later. Now that our membership includes retailers, sales reps, designers, manufacturers and suppliers to the industry, we must consistently develop benefits that add value and generate revenue for all our members. The relocation of Casual Market from Chicago to Atlanta is a perfect example of a powerful business-building strategy the Association can provide,” he said.

The ICFA’s negotiating power resulted in securing a stunning new exhibit venue, featuring modern aesthetic design and almost 30 percent more space conveniently organized on floors 2-7 of the renovated AmericasMart building. “Recognizing the value we could offer in Atlanta, most manufacturers chose to lease larger spaces, enjoying the opportunity to showcase more products in a place with a contemporary, professional ambiance,” continued Henry.

For buyers, the prospect of visiting more permanent and temporary exhibitors increases the attraction of the July and September Markets. A travel incentive program featuring subsidies co-developed by the ICFA and ANDMORE, the owner of the Casual Market Atlanta venue, increases the appeal.

“Retailers can apply for funding for two hotel rooms for two staff members for two nights, with a third night added if they are an ICFA member. That’s the equivalent of up to $1500.  If a retailer chooses to join the ICFA, they pay the $300 membership fee and immediately receive the full incentive,” Henry added. “ANDMORE provides information about hotels, restaurants, travel options and anything else someone new to Atlanta would need to feel comfortable. We know buyers will be exponentially wowed by what they see when they go to Market, and the incentives make it easier for them to travel to either the summer or fall shows. We understand that the seasonality of retail sales and the type of store influence whether a merchant attends the Market in July or September. When possible, we hope they consider coming to both for an optimal buying experience.”

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