Window Coverings Association of America

What Window Coverings Association of America does

Window Coverings Association of America (WCAA), founded in 1987, is a nonprofit trade association headquartered in Wilmington, North Carolina that serves professionals across the U.S. window coverings industry. Its membership base comprises window covering dealers and retailers, interior designers, custom workrooms and fabricators, installers, industry partner vendors and suppliers, and students/young professionals entering the trade. The association's stated mission is to provide education, networking, a code of ethics, and increased exposure for the industry, organized around a "community over competition" philosophy.

WCAA's service delivery is built on a chapter-based community model (with chapters across Massachusetts, Atlanta, Charlotte, Triangle NC, Richmond, SEPA/NJ, Northern Virginia, Indiana, Chicago, and a Virtual Chapter), national events (notably the International Window Coverings Expo and the Custom Workroom Conference), and a roster of roughly 15+ named industry partners covering hardware, fabrics, motors, fasteners, and adjacent services. Its technology stack is conventional association software: the Wild Apricot membership management platform, a Squarespace-hosted public website, the WISP "Find a Pro" directory microsite integrated with Google Maps via Homewisp, Zoom for virtual events, and podcast distribution through Window Treatments for Profit. Notably, it offers no proprietary AI/ML capability and no first-party mobile app.

The business model is multi-stream and nonprofit-funded: recurring membership dues from individual professionals, event registration fees, a transactional WCAA Shop, and subscription-style industry partner sponsorships where vendors such as Hunter Douglas, Kirsch, Springs Window Fashions/Graber, Rowley Company, Draper, Trivantage, Antique Drapery Rod, Orion, Helser Brothers, and Hartmann&Forbes pay for visibility and access to the membership. Additional programs include the annual Jill Robson Memorial Scholarship (three recipients per cycle), Member Chats podcast series, and a Career Center job board. Leadership consists of a volunteer National Board (President Roger Magalhaes following Tracie Bresnahan) with Renee Gurganus serving as Executive Director.

Name

Window Coverings Association of America

Legal name

Window Coverings Association of America, Inc.

Website

https://wcaa.org

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1–10 employees

Short description

Window Coverings Association of America is a nonprofit trade association founded in 1987 serving hundreds of window covering professionals across the United States through membership dues, regional chapters, education programs, and industry partner sponsorships from major manufacturers and suppliers.

Ownership category

akta.pro rank

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Membership Dues: WCAA operates primarily as a membership-based trade association. Professionals pay dues to join and access benefits including education, networking, chapter access, industry partner discounts, scholarships, business resources, and the WISP directory listing.
2. Events and Conferences: WCAA organizes and hosts events including IWCE (International Window Coverings Expo), Custom Workroom Conference, and various chapter events. Some events have registration fees (e.g., Atlanta event: $25 non-members, $15 members).
3. WCAA Shop: The association operates an online shop for merchandise and resources.
4. Industry Partner Sponsorships: Industry partners (vendors/suppliers) pay to become WCAA partners, gaining visibility through the WCAA website, newsletters, events, and marketing channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

WCAA is a nonprofit trade association that provides education, networking, a code of ethics, and increased exposure for professionals in the window coverings industry. It serves designers, decorators, workrooms, installers, vendors, and students through regional chapters, webinars, conferences, scholarships, and a Find-a-Pro directory.

Product overview

The Window Coverings Association of America (WCAA) is a professional industry association serving window coverings professionals, not a product company. WCAA provides membership services including networking through local chapters across the United States, educational resources including webinars and conferences, industry partner connections, a Find a Pro directory powered by Homewisp, scholarships (Jill Robson Memorial Scholarship), a Career Center job board, Member Chats podcast featuring industry member interviews, and annual events including the International Window Coverings Expo (IWCE). The association connects designers, decorators, workrooms, installers, and window treatment vendors with industry partners and educational opportunities to grow their businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• WCAA Membership Annual subscription membership for window covering designers, decorators, workrooms, installers, vendors, and students, providing chapter access, education, networking, industry partner discounts, scholarship eligibility, and WISP directory listing.
• WISP (Window & Interior Service Professional) Find-a-Pro Directory A microsite powered by Google Maps with advanced SEO that helps consumers locate WCAA member professionals in their area; serves as the public-facing referral channel for members.
• WCAA Worldwide Referral Service Referral matching service that connects individuals seeking window treatment professionals with qualified WCAA member designers and service providers.
• Member Chats Podcast Collaborative podcast initiative hosted on the Window Treatments for Profit platform, highlighting member stories, business journeys, and industry insights for the WCAA audience.
• WCAA Shop Online shop selling WCAA-branded merchandise and resources to members and supporters.
• Career Center (Job Board) Job board hosted at wcaoa.mcjobboard.net that connects window coverings employers with WCAA members and students seeking employment.
• Jill Robson Memorial Scholarship Annual scholarship program awarding three members $750 each for professional education, with tracks for workrooms, interior designers, and window treatment installers.
• WCAA Webinars and Educational Events Simplified education programming including webinars (e.g., Lunch & Learn), virtual chapter events via Zoom, and national conferences covering pricing, marketing, and professional client processes.
• WCAA Industry Partnership Program Sponsorship and partnership program for window treatment vendors and service providers (Kirsch, Hunter Douglas, Rowley, Trivantage, Draper, Orion, etc.) gaining visibility through the WCAA website, newsletters, and events.

Quantifiable outcome

• Members credit WCAA with helping transform their businesses from struggling to profitable, with one member attributing WCAA connections to discovering how to generate true profits and transform their business at year 17.

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

24 partnerships are on record, tiered core and minor.

• KirschcoreStrategic or Co-development PartnerKirsch is a WCAA Industry Partner offering drapery hardware, including the Architrac Collection (commercial-grade track), Designer Metals Collection, and Basic Drapery Hardware. They provide exclusive discounts and product updates to WCAA members and feature prominently in Industry Partner News.
• Hunter DouglascoreStrategic or Co-development PartnerHunter Douglas is a WCAA Industry Partner providing window treatment products including Designer Roller Shades with 370+ fabric options. They support WCAA members through product education and exclusive offerings.
• Rowley CompanycoreStrategic or Co-development PartnerRowley Company is a WCAA Industry Partner offering Custom Solution Systems (R-TRAC, AriA Metal Hardware, Finestra Wood Hardware), ELEMENTS Shade Collection, and the Design Your Window Tool for professional quoting and design. They provide trade membership programs for WCAA members.
• Antique Drapery Rod (ADR)coreStrategic or Co-development PartnerADR is a WCAA Industry Partner specializing in artisan drapery rods. They offer the ADR Motorized Collection featuring Somfy-powered motorization options (wired, wireless, Wi-Fi enabled) and custom-crafted drapery rods with luxury styling.
• Helser BrotherscoreStrategic or Co-development PartnerHelser Brothers is a WCAA Industry Partner offering traverse rods, French poles, crystal finials (Artigiani and Metro lines), and motorized drapery hardware including the battery-powered RBS system with smart home integration.
• TrivantagecoreStrategic or Co-development PartnerTrivantage is a WCAA Industry Partner providing fasteners, closures, shade components, Sunbrella fabrics, SheerWeave solar shade fabrics, Rollease shade systems, and the Trivantage Plus membership program with exclusive discounts. They sponsor events including happy hours at Sun Shading Expo.
• Draper Inc.coreStrategic or Co-development PartnerDraper is a WCAA Industry Partner offering motorized shades, the Draper At Home Fabric Sales Kit, and solar panel options for outdoor shades. They provide product samples and rebates to WCAA members.
• Orion (Iron Art)coreStrategic or Co-development PartnerOrion is a WCAA Industry Partner offering SmartGlid motorized drapery systems compatible with Somfy's Glydea track. Products include indoor/outdoor decorative hardware and various motorization options with smart home integration.
• Crown/HouserminorStrategic or Co-development PartnerCrown (Houser) is a WCAA Industry Partner specializing in decorative drapery rods and hardware solutions.
• Hartmann&ForbescoreStrategic or Co-development PartnerHartmann&Forbes is a WCAA Industry Partner offering handwoven window coverings including Grassweave series, Studio Concepts limited-edition designs, and performance fabrics. They provide trade account registration for designers and workrooms.
• Curtains & Soft Furnishings Resource Library (CSFRL)minorStrategic or Co-development PartnerCSFRL is a WCAA Industry Partner hosting the industry's largest curated collection of educational resources for Custom Home Furnishings Professionals, including downloadable materials, videos, and live events.
• Sun Shading ExpocoreGTM or Marketing PartnerSun Shading Expo is a WCAA partner hosting the premier event for interior and exterior sun shading industries. WCAA members receive free exhibit hall passes and VIP discounts. Event held November 5-7 in Indianapolis, IN.
• International Window Coverings Expo (IWCE)coreGTM or Marketing PartnerIWCE is the premier global conference and trade show for window treatment innovation, turning 30 years old in 2026. WCAA promotes IWCE to members and members receive early access to registration. Event held April 21-23, 2026 in Raleigh, NC.
• Bloomin' Blinds Franchise CorpcoreGTM or Marketing PartnerBloomin' Blinds is both a member and WCAA Industry Partner with 80+ franchise locations nationwide. CEO Jeff Wharton serves on the WCAA National Board. Company specializes in custom window covering design, repair, and installation.
• Springs Window Fashions / GrabercoreStrategic or Co-development PartnerSprings Window Fashions (Graber brand) is a WCAA Industry Partner with 14 window treatment manufacturing facilities worldwide. They sponsor WCAA events and provide factory tours and training at their Wisconsin facility.
• Samuel & SonscoreStrategic or Co-development PartnerSamuel & Sons is a WCAA Industry Partner and the world's leading source for luxury trimmings, passementerie, and decorative textiles. They provide education on luxury detailing through WCAA events.
• Behind the DesigncoreImplementation/ SI/ Consulting PartnerBehind the Design (Jessica Harling) is a WCAA Industry Partner helping window treatment businesses grow with clarity and confidence. They specialize in operational strategy, team building, hiring, and business process improvement. They sponsor WCAA membership drive events.
• Lafayette Interior FashionsminorStrategic or Co-development PartnerLafayette Interior Fashions is a WCAA Industry Partner celebrating 75 years in business. Founded in 1949 by Joe Morgan Sr., they are a multi-generational window treatment company and sponsor Sun Shading Expo.
• Maxwell FabricsminorStrategic or Co-development PartnerMaxwell Fabrics is a WCAA Industry Partner providing drapery and decorative fabrics, with emphasis on wide widths, sheers, prints, stripes, and wool blends. They sponsor WCAA chapter events.
• SunbrellacoreStrategic or Co-development PartnerSunbrella (by Glen Raven) is a WCAA Industry Partner providing performance fabrics for window treatments and upholstery. Lisa Campbell represents Sunbrella at WCAA events demonstrating stain resistance and fabric care.
• The Socialite AgencyminorGTM or Marketing PartnerThe Socialite Agency provides email marketing services to interior designers and window treatment professionals, helping generate 6-figure projects through newsletter campaigns.
• Creekmore MarketingminorGTM or Marketing PartnerCreekmore Marketing is a WCAA Industry Partner offering data-driven digital marketing, SEO, web design, social media marketing, and review marketing services for window treatment businesses.
• Exciting Windows!minorGTM or Marketing PartnerCEO Conference platform for window treatment professionals featuring Steve Bursten's 7-Step 'Make a Friend' Selling System and Vin Nigara's 'Managing for Profits' framework.
• Custom Workroom Conference (CWC)coreGTM or Marketing PartnerCWC is the only annual educational event and trade show specifically for custom drapery, upholstery and soft furnishing businesses. Next event: September 28-30, 2026 at Bayfront Convention Center in Erie, PA.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• National Kitchen & Bath Association (NKBA): Trade association for kitchen and bath industry professionals; directly comparable to WCAA as a US trade association offering certification, education, chapter networks, and an annual trade show (KBIS) serving home remodeling/design professionals.
• International Interior Design Association (IIDA): Commercial interior design association; comparable to WCAA as a membership organization for interior design professionals with chapter structure, educational programming, and industry advocacy, though focused on commercial rather than residential design.
• American Society of Interior Designers (ASID): National professional association for interior designers in the US; directly comparable to WCAA as a membership organization providing education, advocacy, and networking for interior design professionals, with overlapping membership in the window treatment specification process.
• Interior Design Society (IDS): US professional association for interior designers and decorators; comparable to WCAA in member services (education, networking, chapter network, code of ethics) with significant overlap in designer and decorator membership that also specifies window treatments.
• National Association of the Remodeling Industry (NARI): US trade association for remodeling professionals; comparable to WCAA in operating model (membership dues, chapter network, education, code of ethics, annual events) serving a different but adjacent residential trade category with overlapping contractor base.
• Window Covering Manufacturers Association (WCMA): Trade association representing window covering manufacturers and suppliers; directly comparable to WCAA as a category-specific US trade association serving the same window coverings value chain, though WCMA is manufacturer-side while WCAA is designer/workroom/installer-side.

Emerging players

• Sun Shading Expo: Trade expo for interior and exterior sun shading industries; a WCAA GTM partner and comparable as an event business serving the same window treatment and shading professional community, though focused on expo operations rather than year-round membership services.
• Custom Workroom Conference (CWC): Annual educational event and trade show specifically for custom drapery, upholstery, and soft furnishings workrooms; a WCAA GTM partner and directly comparable as a category-specific education/event business for the same workroom professional segment WCAA serves.
• Window Fashion VISION Magazine: Industry publication and awards organizer (VISION Awards, 40 Under 40, Grace Awards) for the window fashions industry; comparable to WCAA as a category-specific media and recognition platform engaging the same professionals, though operating in media rather than membership services.

Regional players

• Builders + Remodelers Association of Greater Boston (BRAGB): Regional home builder and remodeler association; comparable to WCAA's local chapter model as a chapter-based trade association providing education, networking, and advocacy for residential construction professionals in a defined geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/groups/1828535354105979
• Xx.com/wcaa_national

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Window Coverings Association of America