Brand Partners
Your product deserves more than a weekend.
Trade shows give you three days. Forma gives you 365. A permanent point of specification where contractors bring clients to see, touch, and choose your products year-round.
The Problem
Fragmented channels. Episodic exposure. Zero point-of-specification presence.
Trade shows cost $30–50K+ per event and reach contractors for 48 hours. Then your booth gets packed up and the visibility disappears.
Distributor yards bury your brand alongside twenty competitors. No control over how your product is presented, lit, or experienced.
When a contractor needs to show a client options, they open a binder or a browser tab. Your $200K product line is reduced to a thumbnail.
The Opportunity
A $2.5 billion market with no permanent showroom.
The Greater Toronto Area has 3,500+ landscape contractors, 150,000+ outdoor renovation projects annually, and zero dedicated spaces for product specification. Forma fills that gap.
Annual residential landscape spend across the GTA
$2.5B
Licensed landscape contractors in the GTA
0+
Competing permanent outdoor living showrooms
0
The Solution
A permanent point of specification built for your brand.
Forma is a curated, 30,000-square-foot indoor destination where manufacturers display products in full-scale installations — and qualified contractors bring their clients to see, touch, and specify year-round.
Permanent Display Space
Full-scale vignettes that contractors walk clients through. Your products installed, lit, and styled — not stacked on a pallet or crammed into a three-day booth.
Qualified Traffic Only
Every contractor is a vetted member. Every consumer is pre-registered. No cold foot traffic — every visit is a potential specification or sale.
Data-Driven Attribution
Know exactly who visited your display, how long they stayed, and what they engaged with. Real analytics and monthly reports — not trade show badge scans.
Marketing and Events
Co-branded events, Consumer Experience Days, digital directory inclusion, and cross-promotion to 3,500+ contractors across the GTA.
Engagement Quality
15–30 min
focused engagement per visit
Contractors bring clients to see, touch, and specify in a curated, climate-controlled environment. Every visit is intentional.
5–10 min
average booth interaction
Crowded aisles, competing noise, and a badge scan that may never convert. Three days of visibility, then nothing until next year.
How Forma Compares
Not all showrooms are created equal.
Forma isn’t a trade show, a home improvement mall, or a dealer shelf. It’s a permanent specification centre built for the trade — where contractors bring clients and brands own the conversation.
Forma
Permanent specification centre
Improve Canada
Home improvement mall
Dealer Showroom
Distributor / retailer
No Showroom
Catalogue & website only
Display & Brand Control
Full-scale product vignettes
Brand-controlled presentation
Curated competitor overlap
Data & Attribution
Visitor analytics dashboard
Lead attribution tracking
Specification & Sales
Vetted contractor traffic
Contractor brings clients here
Private meeting rooms
Marketing & Events
Co-branded marketing
Consumer Experience Days
Year-round visibility
Founding partner rates
Display & Brand Control
Full-scale product vignettes
Brand-controlled presentation
Curated competitor overlap
Data & Attribution
Visitor analytics dashboard
Lead attribution tracking
Specification & Sales
Vetted contractor traffic
Contractor brings clients here
Private meeting rooms
Marketing & Events
Co-branded marketing
Consumer Experience Days
Year-round visibility
Founding partner rates
Forma
Permanent specification centre
Improve Canada
Home improvement mall
Dealer Showroom
Distributor / retailer
No Showroom
Catalogue & website only
Swipe to compare
Ready to see what a permanent specification presence looks like?
Explore the PortalDisplay Tiers
Three tiers. One standard: visibility.
Every tier gives your brand a permanent presence at the point of specification. Choose the level that matches your ambitions.
Core Display
Compact, high-impact product showcases for specialty brands.
- Dedicated display bay
- Standard product vignette
- Digital directory listing
- Monthly foot traffic report
- Consumer Experience Day inclusion
- Basic lead capture
Immersive Bay
PopularMid-size displays with room for realistic product scenes.
- Everything in Core, plus:
- Extended display footprint
- Custom vignette design support
- Priority placement in centre layout
- Enhanced analytics dashboard
- Branded event participation
- Featured in contractor communications
Anchor Sponsor
Large-format displays for category leaders.
- Everything in Immersive, plus:
- Premium entrance-adjacent placement
- Flagship vignette with custom buildout
- Exclusive product category presence
- Co-branded marketing campaigns
- VIP event hosting privileges
- Dedicated account manager
The Cost of Absence
“When contractors build the habit of bringing clients here and your product isn’t represented, you’re training them to specify your competitors.”
This isn’t a trade show you can skip and catch next year. It’s a permanent shift in where specification happens — and every week without a presence is a week your competitors own the conversation.
Founding partners get preferred terms.
A limited number of founding positions are available with preferred rates, priority placement, and the opportunity to shape Forma from day one. Terms close permanently once all positions are filled.
Limited space
59 founding displays
Accepting inquiries
Open for brand partners