NY NOW Builds Momentum for Show with 75+ Brands Signing On

November 10, 2026  by Karen Parrish in Business Strategy, Designer Weekly, Industry   

These new brands join hundreds of others returning from the last show for an anticipated total of approximately 600 exhibitors at the Winter show, strengthening the exhibitor community as NY NOW prepares for its first full show cycle under Rockview Management Group ownership.

Newly committed exhibitors include Fred & Friends, Mary Meyer, Quilling Card, Mon Ami, Steiff, Peepers by PeepersSpecs, Tree-Free Greetings, Big Wheel Press, Heartell Press, Shebobo, Bukowski Design, Quick Brown Fox Letterpress, and Wolf & Wren Press, among others. Spanning giftware, home accessories, stationery and decorative goods, they range from established wholesale businesses taking larger booth footprints, such as DEMDACO and Transpac, to independent makers and letterpress studios – giving retailers products across a wide range of price points, styles and categories.

Lexie Robinson, VP sales at Fred & Friends shared their excitement about returning to NY NOW by saying, “We’ve missed our NY NOW friends, and we couldn’t be more excited to return to the show with even more whimsy and fun! We can’t wait to reconnect with old friends, meet new ones, and show you what Fred has been dreaming up. Come find us, say hello, and get ready for a little magic in the Just Got 2 Have It Neighborhood.”

“We have decided to exhibit at NY NOW to expand our brand exposure, connect with new retail customers, and create additional sales opportunities,” said Laurie Gilner, president and CEO of Transpac Brands. “We also have the utmost confidence in the NY Now Management team and look forward to partnering with them for continued success.”

More Agency Partnerships

Alongside its growing exhibitor roster, NY NOW is advancing new relationships with multi-line sales agencies with two more agencies signing on for winter - Diverse Marketing, which specializes in a wide range of innovative and high quality toys for children of all ages and unique specialty gift lines, and Enchanted Group, which represents an extensive roster of toy, gift and trend products. These agencies join the already announced Ivystone, Simblist, Harper

Group, Just Got 2 Have it!, and Fieldstone that will all be at the Winter 2027 show. These partnerships represent an additional avenue for expanding brand participation and engaging established networks of independent retailers and sales representatives. By working with agencies that maintain relationships across the gift, home and lifestyle sectors, NY NOW aims to attract additional product lines, support exhibitor recruitment and strengthen the connections between brands and buyers.

"One of the most encouraging developments as we prepare for Winter 2027 is seeing brands choose to join NY NOW for the first time or return after a long absence," said Dorothy

Belshaw, CEO at NY NOW. "Many of these leading brands have not participated in a NY show in quite a while and are excited for the opportunity to engage, in person, with customers in the Northeast region. We're focused on creating an environment where exhibitors can enrich existing retail relationships and build new ones, and where buyers can find products that help differentiate their businesses."
 

The Winter 2027 Market will also introduce a simplified floor plan organized around three core destinations: Gift & Lifestyle, Home and HANDMADE. The updated layout is designed to make navigating the show more intuitive while bringing together complementary categories and creating opportunities for buyers to explore a broad mix of products. From home accents and giftware to paper goods, accessories and handcrafted products, the expanding exhibitor roster will contribute to a diverse sourcing experience for retailers preparing for the year ahead.

As NY NOW approaches its Winter 2027 edition, the continued addition of new exhibitors, the return of established brands and the development of new sales agency relationships underscore the marketplace's focus on building a stronger, more connected wholesale community. Together, these developments reflect a renewed emphasis on brand participation, retail engagement and creating a show that delivers meaningful business opportunities for exhibitors and buyers alike.

The next NY NOW Winter Market will take place January 31–February 2, 2027, at the Javits Center in New York City.

For more information about exhibiting or attending the Winter 2027 show, visit www.nynow.com.