IWIN delegation explores new opportunities in Chicago

In late October, I travelled to Chicago alongside Eoin Ryan from The Galtee Group and Damian Woods from W Howard, representing the Irish Wood & Interiors Network (IWIN) at the NBMDA conference – one of the largest gatherings of the North American building materials sector. With over 1000 delegates in attendance, it was a major opportunity to connect with distributors, importers, and manufacturers from across the United States and Canada.

                  by Gareth Sherry, IWIN

Over several packed days, we had the privilege to present on behalf of IWIN, showcasing the expertise and manufacturing capability of our member companies.

We also introduced our collaboration with Cieblink, whose Product Information Management (PIM) software is being rolled out across the network – a major step forward in digital integration for Irish manufacturers aiming to export.

This week in Chicago was not just about meetings and presentations; it was about listening, learning, and seeing first-hand how our industry can compete and succeed in the US market.

A strong showcase for Irish capability

I had the privilege of giving a presentation on our network and the proven supply capabilities of our manufacturers as a viable alternative to the tariff pressure on the Far East supply chain.

Our presentation generated strong engagement from distributors of sheet materials, wood products, and interior components – exactly the audience Irish manufacturers are targeting.

The message that resonated most was simple: Ireland has the quality, the flexibility, and the reliability that US buyers are seeking. With supply chains from Asia continuing to face disruption, and tariffs on Chinese imports remaining high, American buyers are looking for stable, trusted sources of supply.

Irish firms, operating within the EU trading framework, can meet those needs – offering both scale and craftsmanship.

As one distributor, David Smith from The David Smith Group told me after our session: “We know what we’re getting from Ireland – quality, reliability, and partners who care about getting it right.”

Digital collaboration through Cieblink

A key highlight was our collaboration with Cieblink, represented by Freya Hannah and Frédéric Paré, who joined us in Chicago. Cieblink’s new Product Information Management (PIM) platform allows companies to organise and share structured product data – making it easier for international buyers to access specifications, certifications, and visuals instantly.

In a market where procurement teams expect instant digital access to product information, this kind of system is no longer optional. It’s a fundamental enabler for international trade.

Freya, who has worked in the industry for more than 30 years, was instrumental in connecting us to senior figures at the event. Her network of relationships across North America was invaluable – opening doors and helping make the right introductions. Those introductions shorten the learning curve for new entrants, turning what could be a long process into a series of practical next steps.

This kind of partnership demonstrates IWIN’s commitment to supporting members not just in production, but in digital readiness and market entry strategy.

Gareth speaking at the North American Materials Distribution Association conference in Chicago

Insights from Dermot O’Brien – lessons from success in the US

One of the most insightful conversations during the trip was with Dermot O’Brien from O&S Doors, who has recently expanded his business into the US market with strong results. Dermot shared practical advice about what it takes to build real traction stateside.

He explained that his company is succeeding because it offers better quality, faster service, and competitive pricing compared to the local market – and those three ingredients are winning customers. But equally important, he said, is having a local service presence to back up supply. That reassurance makes the difference when American buyers are deciding between a domestic or overseas supplier.

Dermot’s experience reinforced an important message for Irish exporters: success in the US requires both the right product and the right presence. It’s about showing up, offering reliability, and being available.

A shifting sourcing landscape

A consistent theme across the NBMDA conference was how sourcing has shifted in the last year. The once-dominant flow of wood-based products from China has fallen sharply due to tariff policy, rising costs, and logistical challenges. Some US companies have looked to Vietnam as an alternative, but that route too is now facing stiff tariffs relative to EU-sourced goods.

This creates a significant opening for European – and particularly Irish – suppliers. Irish manufacturers can offer a high-quality, tariff-advantaged supply route, supported by established logistics and a strong reputation for dependable delivery.

A natural bond and a warm welcome

Throughout the week, we experienced a genuine warmth towards Ireland and its people. The Irish diaspora in Chicago is large and influential, with an estimated 200,000 Irish descendants living in the area – around 25,000 of whom work in construction. That presence translates into a deep-rooted familiarity and trust.

It was noticeable how easy it was to engage, share our story, and get a positive reception. The Irish identity opens doors – people are genuinely interested, and they welcome the conversation. Of course, you still have to be competitive, deliver value, and present a compelling offer – but the cultural bond gives you that vital first opportunity to be heard.

Why Chicago makes sense as a base

Chicago itself stood out as a highly practical base for trade development. It’s centrally located, with easy access to major population hubs across the Midwest and East Coast. The cost of doing business is lower than cities like New York or Boston, and the business community is known for being open, pragmatic, and receptive to international partnerships.

During our visit, we met with David O’Flaherty from Enterprise Ireland’s Chicago office, who highlighted how well-positioned the city is as a bridgehead for Irish exporters. With strong Irish connections, accessible logistics, and a diverse industrial base, Chicago represents a natural hub for developing North American trade.

Lessons from Europe’s experience

Speaking with other European suppliers such as Unilin and Decospan, it was clear that there is serious business to be won in the United States. The sheer scale of the market is striking – even a niche offer there can compare to mainstream volume in the UK or Ireland.

For many EU manufacturers, the US is no longer seen as a distant or overly complex market but as a viable and rewarding one, provided you approach it strategically and invest in the right relationships.

Chicago beyond business

Outside of the meetings and conference sessions, Chicago proved to be an inspiring city – one that blends design, architecture, and energy in a way that suits our industry perfectly.

We spent time at the Merchandise Mart, home to hundreds of design showrooms and the annual NeoCon event. Even in the quieter months, the Mart hums with creative energy. It’s a living example of how design and manufacturing converge in the American interiors sector.

And, of course, no trip to Chicago would be complete without a taste of its famous music scene. We had the privilege of seeing Buddy Guy perform live – a truly memorable night that captured the soul of the city and, in a way, reflected the craftsmanship and authenticity that define Irish manufacturing.

Damian Woods (W Howard), Gareth Sherry (IWIN), David O'Flaherty (Enterprise Ireland) at the Enterprise Ireland offices in Chicago

Enterprise Ireland’s support and future plans

Enterprise Ireland continues to play a central role in supporting IWIN’s internationalisation efforts. Their insights into market dynamics, logistics, and buyer connections are invaluable as we build towards the IWIN Trade Mission to the US in February, June and August 2026, which will include participation at KBIS, NeoCon and IWF.

The relationships and intelligence gathered during this October visit will directly inform those missions and strengthen the opportunities available to our member companies.

Reflections and next steps

This trip to Chicago was a test case – a chance to meet people on the ground, hear directly from companies doing business there, and see the market from the inside. The verdict is clear: the US is open for business, and there’s genuine appetite for what Ireland can offer.

Supply chains have been disrupted and restructured. Buyers are actively seeking new sources of quality, dependable products. That opens a significant window for Irish firms to enter and grow.

Our next step is to keep the momentum going. We are planning additional trade missions and exploratory trips to the United States through 2026, encouraging IWIN members to view it as a viable and exciting market for expansion.

Logistics are well established – it’s only nine days by sea for containers, and both Enterprise Ireland and IWIN provide support on either side of the Atlantic to help companies navigate the process.

Looking ahead, we’re also exploring ways to combine the strength of multiple companies within the network, using a cluster model to share market entry costs, resources, and contacts. By working together, we can make it easier for any single company to enter the US, leveraging the power of numbers and the collective strength of Ireland’s interiors industry.

As part of IWIN’s ongoing mission to open new market opportunities for members, the US stands out as one of the most promising. With the right approach, it has the potential to significantly grow exports, expand sales, and deepen international relationships for companies across our network.

This was the first of many steps – and based on what we saw in Chicago, it’s a journey well worth taking.

www.iwin.ie