The Feeling Is Mutual

While IWCE’s strong turnout might be due to the novelty of in-person events over the past three years, attendance topped 3,500 visitors from all 50 states and 36 countries. That’s two more states and countries, respectively, than last year! The geographical variety wasn’t limited to attendees either, as exhibitors from as far away as Australia decided to bring their wares to Charlotte.

And why did they choose to make the trip? The simple answer is because they care. Passion might not be the first thing that consumers associate with window coverings, yet year after year, IWCE reimagines this concept by bringing out the best and brightest exhibitors and products to enhance—and advance—the industry.

The emotion was palpable as we walked the show floor, moving from booth to booth in search of the stories and products companies were ready to share. And share they did: reasons why they keep returning to the show and what they’re excited about, all set to the soundtrack of leads being generated and people meeting face-to-face for the first time.

IWCE 2023 was my first time at the show. I made so many great connections and, more importantly, friends. The show is a platform for our industry to grow through shared knowledge, experience, and education and has opened my eyes to a side of my business I didn’t even know existed!

One company always eager to reach and teach people is Serge Ferrari. Founded in 1973, the company is a French industrial group with its sights set on the international market, including the U.S.A. As the crossroads of the industry, it’s no wonder Serge Ferrari chose to exhibit its performance fabrics for people to consider in future projects for a second year.

Brand Development Specialist Samantha Reynolds effusively spoke about the company’s products, so much so that it was a surprise to hear she’d only been an employee for three weeks prior to the expo. She said, “I’m very passionate about putting performance into product because, for example, think about how activewear has grown. People buy all their activewear based off of the type of performance it’s going to give them.”

I’ve had the pleasure of being an exhibitor looking for customers. The leadership makes the event welcome and beneficial for both sides. The amount of knowledge and resources you get under one roof makes this an easy investment for both groups.

And that passion isn’t reserved for tangible products. As its second year exhibiting, Australia’s Quoterite (formerly Smartpad Pro) continues to return and share its window furnishing software with the industry. Co-founder Aaron LeCornu’s love for window treatments dates back to 2002, when he and his wife, Reneé, had a successful retail business. With a $5 million turnover, business was booming, but there was no balance between work and home.

In 2016, they created this Cloud-based system designed for indoor and outdoor blinds, awnings, shutters, curtains, security screens and window films to streamline processes and smart automations and, ultimately, increases sales. The program’s conception was driven by, in Aaron’s words, “living and breathing the industry” and “feeling the personal pressures and emotions.”

While he’s still a business owner, in his previous position, he said, “I may have owned the business, but the business owned my time.” Taking the time to reconfigure both his love for his work and his family has more than paid off: Quoterite is the global leader in window covering software systems and services clients throughout Australia, the United States, Canada, New Zealand, the United Kingdom and South Africa.

We feel that our presence at the event helped to establish us as a leading player in the window covering industry, and we look forward to participating in future IWCE events.

Keeping it close to home has proven successful for many companies. Take Pennsylvania’s Angel’s Distributing, one of IWCE’s sponsors, for example. As a family-owned and -operated company since 1977, Angel’s knows that the customer is paramount in any transaction. Each member of the team makes sure to serve each person with both the highest-quality fabrics and the best service possible. Taylor Angel, vice president and part of the third generation participating in the business, said, “You call in and you talk to a family member.”

While Angel’s might not have the ability to churn out the same number of products as a big name, the company returns to IWCE year after year to talk to its customers and let them interact with its products on a more personal level. Angel’s also keeps its name top of mind with attendees by donating fabric to Workroom Central, letting the quality of the products speak for themselves, and placing its booth directly across from the space.

From residential to commercial, no project is off-limits to this incredible group of industry professionals. While profits are vital to remain in business, nothing comes close to passion and the satisfaction it provides. You can have the logs, but without a match—that initial spark— there’s no way to light the fire.