Mary Fruehauf Retail Genius Award 2025 Call for Nominations
According to Mariah Maydew, who succeeded Mary as president and CEO of Fruehauf’s in Colorado after her death from cancer in 2015, “Mary was a dedicated and passionate person whose creativity of expression sparked a sense of enjoyment and discovery in her customers, community and the national casual furniture industry for over two decades.”

All ICFA retail members are eligible to enter the competition. Competitors for the Mary Fruehauf Retail Genius Award will submit up to three original and creative displays, events, promotions, or concepts that captures the special extra element that makes your company’s retail formula successful while closely channeling Mary’s spirit to create a unique and fun shopping experience.
The winner of the 2025 Mary Fruehauf Retail Genius Award will be announced at the ICFA Educational Conference in Tampa, Fla., on Tuesday, February 4, and honored with a distinctive trophy befitting the whimsical style of its namesake. The competition will be judged by industry veterans and close personal friends and colleagues of Mary, along with last year’s winner: Mariah Maydew, Brian Lawrence, president of Emigh’s Outdoor Living, Sacramento, Calif. and Brad Schweig, of Sunnyland Outdoor Living, Dallas, Texas.
Previous winners were Sunnyland Outdoor Living in 2024, O’Malia’s Living in 2023, Village Green Home and Garden, Rockford, Ill., in 2018 and 2022, Great Gatherings, Gainesville, Va., in 2019 and The Fire House Casual Living Store, Charlotte, N.C. in 2020.
Eligible retailers are invited to submit descriptions and supporting documentation for up to three related or individual displays, events, promotions, or concepts in the form of photos, videos, screenshots and other downloadable media. Please email your completed entry form here and send digital examples to Michele Morris, mmorris@icfanet.org. The deadline for submitting entries is Friday, December 20.