USA | Hillphoenix, part of Dover Food Retail and a pioneer in retail refrigeration solutions, has announced its continued headline partnership with the International Dairy Deli Bakery Association (IDDBA) for the upcoming show.
Occupying a massive 9,600 sq. ft. footprint, Hillphoenix will serve as the architectural and technical backbone of the show’s most immersive destination, What’s in Store Live.
Since inheriting this premier event through the acquisition of Barker in 2009, Hillphoenix has helped evolve IDDBA’s What’s in Store Live experience into the only one of its kind in the United States today. In this international hub, engineering meets merchandising artistry.
This year, Hillphoenix’s involvement extends far beyond product placement. As the primary designer of the 9,600 sq. ft. floor plan, Hillphoenix has engineered a fully functioning retail environment featuring 29 state-of-the-art display cases, including its latest line of Second Nature Natural R-290 self-contained portfolio.
"What’s in Store Live is not just a trade show experience, it is a live masterclass in the future of food retail," said Margie Proctor, Marketing, at Hillphoenix.
"We aren't just showcasing equipment; we are building the infrastructure that allows retailers to visualise the next generation of consumer experience."
The 2026 showcase will feature over 50 professional merchandisers from leading retailers and vendors. These experts will utilise Hillphoenix technology to bring five key industry trends to life, providing attendees with actionable inspiration to elevate their own store footprints and merchandising.
In an era of digital-first exhibitions, IDDBA’s What’s in Store Live remains the only event in the USA offering this scale of live, functional merchandising education.
By providing the equipment, the layout, and the technical training, Hillphoenix continues to cement its legacy as a partner that understands the heartbeat of food retail.
“Hillphoenix has been instrumental in making What’s in Store Live one of the most dynamic and valuable trade show experiences in our industry," said Abby Despins, Vice President of Education & Industry Relations at IDDBA.
"Their ability to blend innovation, functionality, and inspiration at this scale, paired with our team of nearly 50 experts from across the industry, helps give our attendees a firsthand look at what’s next for dairy, deli, and bakery merchandising.”
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