Inside Orgill’s 2026 Dealer Market: Buying, Strategy and Store Concepts

Orgill opened its 2026 Dealer Market in Orlando Feb. 5-7, bringing thousands of independent hardware, home improvement and building supply retailers and vendors to Orlando’s Orange County Convention Center for three days of buying, education and vendor meetings. The event spanned nearly 1 million square feet and included promotional buying opportunities, educational sessions, an expanded private label area and two model store concepts designed to show merchandising and store design ideas in a working format.

Orgill president and CEO Boyden Moore positioned the Spring Market as a planning and execution event for retailers facing continued pressure on growth. 

“What’s stood out to me is the energy on the floor,” Moore said. “Despite the last few years, the independent channel remains a positive place to spend time, and that enthusiasm is coming through in conversations with both retailers and vendors.”

Orgill Expands as Retailers Adjust to New Normal

That optimism on the show floor, Moore said, is closely tied to how retailers are adjusting their approach after several years of uneven demand, prompting a renewed focus on fundamentals that once drove growth in the independent channel. Moore said recent market conditions have forced independent retailers to recalibrate how they drive traffic and sales after an extended period of demand-driven growth. 

“We had three years of incredible growth from 2020 to 2022, when you didn’t worry about promotions or advertising—you just worried about supply chain and getting product,” Moore said. “After that came slower demand, and over time there was a loss of muscle memory around promotions and going after new business, but the successful dealers are reemphasizing those skills and not waiting for demand to come back on its own.”

While broader market dynamics continue to shape retailer behavior, Moore said Orgill’s own performance reflects how dealers are responding to that environment and repositioning their businesses. For example, Orgill’s dealer base continues to expand through conversions, Moore said. He reported that more than 550 construction supply companies changed affiliations to Orgill in 2025, with another 120 conversions currently in progress. 

“This Spring Market is about helping retailers move from reacting to planning,” Moore said. “We want them to leave with practical ideas they can put to work right away.”

Retailers Make Buying Decisions, Plan Store Additions

Retailers described the early hours of the show as active and highly transactional, with many prioritizing pallet buys, impulse programs and departmental showcases before moving into longer vendor conversations. Wes Williford of Williford Lumber Co., Cleveland, Miss., said he focused first on pallets and power buys. “I’ve just really hit the impulse buys and power buys and everything so far and pallets,” he said, adding that while the approach works, smaller pallet options could help some stores better manage quantities. 

Brendon Smith of Smith and Sons Building Supply, Anadarko, Okla., said his team placed orders tied to major resets early in the show. “We ordered the new National Paints set, about 56 foot of display, so got that coming,” Smith said, noting additional orders tied to Red Devil products. He added that the show layout makes it easier to visualize merchandising decisions, saying the format “makes it easy … to see how things are set up and what different ideas you could do.”

Several retailers said they use the Orgill Spring Market as much for store planning as for purchasing. Eric Kingsland of BDK Feed and Supply, Blanchester, Ohio, said his team spent time walking the model stores to gather ideas before committing to orders. 

“We basically treat the show more as a give-us-ideas trip for things that we want to stock in the store,” Kingsland said, noting plans to finalize purchasing after returning home. He pointed to specific takeaways, including new ways to display wire ties and impulse categories such as pet products.

Retailers also commented on the large breadth of assortments on the show floor. Madison Steele of Tailor Made Homes said the range of products stood out early. Steele pointed to categories ranging from small accessories such as flashlights to larger equipment including generators and power tools.

Customization Emphasized as Retailers Plan for 2026

Orgill leadership repeatedly referenced a “flat” outlook as the company and retailers plan for 2026. Moore said Orgill has built its plan around operating in an environment similar to 2025. He also pointed to performance improvements in the back half of 2025 at Central Network Retail Group, Orgill’s company-owned retail group, used to test and validate new programs and systems.

“The independent channel always finds a way to adjust,” Moore said. “What’s encouraging is seeing retailers reengage with promotions, pricing and new business instead of waiting for demand to come back.”

Clay Jackson, executive vice president and chief operating officer, said the Spring Market helps retailers identify which tools and programs fit their business rather than presenting a one-size approach. 

“There is no single playbook that works for every business,” Jackson said. “We tailor our solutions to each retailer’s specific needs.”

Jackson and other Orgill leaders highlighted changes to the show floor designed to focus attention on product and category updates, including departmental showcases and expanded feature areas. Jackson said the expanded private label area drew heavy traffic early, and he cited a large grilling showcase and new category-focused product displays as examples of floor changes.

“We have seen a few years of headwinds in the industry, and sales growth has become much harder to achieve,” Moore said. “The Dealer Market gives us a unique opportunity to showcase the tools we have to help customers take control of their own growth.”

Private Brands, Pricing Programs, Model Stores Take Center Stage

Orgill’s private label strategy was prominently featured in a 36,000-square-foot area with more than 7,000 products including planogram assortments, new items and power buys. David Mobley, executive vice president of sales and services, said the private brand expansion is intended to support retailers focused on margin and differentiation. 

The Orgill Spring Market also highlighted Orgill’s Promotional Minimum Advertised Pricing Program (PMAPP), which Mobley said was developed to support pricing competitiveness in high-visibility categories such as power tools and hand tools.

In addition, Orgill introduced an Overstock Market area to the show floor for the first time, giving retailers access to discounted, warehouse-backed inventory.

Also, two model stores served as focal points on the show floor. Pinehaven Lumber, a 3,600-square-foot contractor-focused concept, highlights pro-oriented assortments and merchandising designed for modern lumberyard operations. Homestead Hardware & Tools, Orgill’s newest concept, was built to reflect second-use retail conditions with irregular walls and constrained layouts. 

“Most independents aren’t building new stores from scratch,” Jackson said. “They’re adapting existing spaces.”

Tech Showcased in Symposium, New Market Features 

Orgill also tied the Dealer Market to its Technology Symposium, held the day before the show floor opened. Moore said Orgill sees technology, like the kind sharing during the symposium, as a way to help independent hardware retailers narrow the scale gap with big-box competitors, which have far greater infrastructure and financial resources to invest in systems and tools.

Sharmeelee “Sharms” Bala, Orgill’s chief digital and information officer, said the symposium is intended to show practical ways digital tools can support day-to-day operations and customer loyalty. Orgill hired Bala as chief digital and information officer in November 2025, and this market was her first. 

“I’m honestly a little overwhelmed—in a good way,” Bala said. “I’d heard about the Market for months, but being here, meeting customers, vendors and our own teams, it helped connect the dots. Things I’d been hearing suddenly made sense.

Beyond buying and education, Orgill integrated attendee support areas into the show footprint, including a central food area and designated spaces such as a sensory lounge and a puppy lounge.

Moore said Orgill expects retailers to leave the Spring Market with tighter seasonal plans, merchandising ideas and program takeaways tied to their specific needs.

After the Spring Dealer Market, Orgill will use a mix of in-person and digital formats to engage retailers throughout the year. The company will host quarterly online buying events that provide access to assortments and promotional opportunities outside the live show schedule. With the recent opening of its Innovation Center, Orgill has also expanded its capacity to host additional seasonal and topic-specific events, allowing for a broader range of live, online and hybrid customer meetings in the future.