Ivystone Group partners with NY NOW

NY NOW, New York’s largest wholesale marketplace for gift, home, lifestyle and accessories, announced a landmark strategic partnership with Ivystone Group and its family of agencies to rebuild and re-establish NY NOW as the preeminent gift and home show for the northeast. The alliance unites two industry powerhouses with a singular mission: bring the industry’s most recognized brands back to New York and reengage the region’s independent retail ecosystem. With deep roots in the Northeast and a line package that includes hundreds of the most sought-after brands in the industry, Ivystone Group brings unmatched market intelligence, a loyal buyer network, and a 60-year track record of sales excellence. NY NOW brings the stage — a reimagined show experience, a newly energized leadership team and a strategic vision built for what’s next in wholesale living and giving. “New York was once the undisputed industry platform for brand awareness, product introduction and media attention,” said Doug Cofiell, CEO of Ivystone Group. “This alliance will reinvigorate our Northeast presence and drive super-regional sales for our family of brands — particularly those represented by Ivystone and Simblist. We’ve worked closely with Dorothy Belshaw for more than 20 years across multiple markets, and we’re confident she and her partners can rapidly reinvent this important show.”

A new kind of show floor

As part of the partnership, NY NOW is working with design firms to create sophisticated turn-key booth packages, which will streamline the exhibit design and installation process within a defined and predictable cost structure. The design integrates multi-line agency exhibits, brand-specific exhibits and dedicated order-writing zones within a unified, energized footprint — delivering a dynamic, rep-supported buying experience for both returning and first-time Show attendees. This model will be replicated for additional agency partners soon to be announced. NY NOW and Ivystone will work hand-in-hand to engage key accounts and independent retailers, ensuring the Show delivers an effective and efficient experience that earns its place on every buyer’s calendar and drives serious results for participating exhibitors. “This partnership is an essential component of our strategy to rebuild NY NOW with intention and urgency. Ivystone has created a robust and relevant ecosystem with the best brands connected to the best buyers,” said Dorothy Belshaw, CEO of NY NOW. “Leveraging those relationships will accelerate growth and improved performance for NY Now and the whole Northeast market. This model ensures that individual brand identities are featured through independent displays at the same time as sales and customer acquisition are optimized by the agency support system working in tandem with NY Now’s marketing team.”

What to expect and when

Ivystone and Simblist will debut the new concept and meet with regional buyers at the August 2026 NY NOW show. The full buildout will debut at the Winter 2027 show.