About the SDEA
The association for the companies behind Britain’s shops
Since 1947 the Shop & Display Equipment Association has brought together the suppliers, designers, manufacturers and retailers of the retail display and visual merchandising industry.
What we do
For members
We promote our member companies to the retailers, brands and designers who buy from them, pass on their enquiries, publish their work, and bring them together at events through the year. Why join
For retailers and designers
We help you find the right suppliers, from a single display to a complete shopfit. Search by product, send one brief to several members, or call us for advice.
For the industry
We run the Creative Retail Awards, publish Shoptalk, train the next generation with LearnVM, and represent the industry at home and abroad.
Who runs the SDEA
A small, experienced team in Caterham, Surrey, led by Director Antony Behiels with Administration Manager Paula Morgan and PR and communications support from Heidi Easton, runs the Association day to day. Meet the team.
The Executive Council, drawn from member companies and elected by the members at the Annual General Meeting, oversees the Association. In May 2026 members elected Claire White of Antalis as President, the first woman to lead the SDEA since it was founded, with James North of Northbanks Design as Vice President. Meet the Council.
What we aim to do
- Give members a competitive edge through promotion to, and leads from, retailers and specifiers
- Make sure members offer retailers best practice and act in their best interest
- Give retailers advice and introductions to the right suppliers
- Represent members in the UK and around the world
- Get members the best deals at key industry events
- Promote the retail display industry as a whole, and keep members up to date with market trends
Almost 80 years of the SDEA
- 1947The Association is founded at Grosvenor House, Park Lane.
- 2018The SDEA launches the Creative Retail Awards.
- 2022Creative Retail Connections networking begins.
- May 2026Claire White becomes the first woman to be SDEA President.
- June 2026LearnVM, the SDEA’s online course in visual merchandising, launches.
- October 2026The Creative Retail Awards move to The Clapham Grand, with more than 500 entries from five continents.
How we look after your personal information: privacy policy.
Join the SDEA
Apply online in about five minutes, or call us on 01883 348911 to talk it through.