Enquirer Consulting Group

Reachable Buyer Map

Prepared for Josh Bradbard · Tayco · North American market · August 2026
From the outside, Tayco sells the way most contract manufacturers do: through dealers, specification and contract awards. Those are three strong routes to a purchase order, and none of them creates demand on its own. This map is the demand layer above them, read across North America, with the employer and institution counts drawn from United States registers. The segments a workplace line gets chosen in, who signs inside each one, and roughly how many sit there.
Commercial furniture dealers and resellers
The channel you already sell through, and the one place where a line either sits on the floor or does not. A dealer reaches the projects a dealer already has, which makes the dealer a distribution layer rather than a demand layer.
Who signs: dealer principal or owner, VP of sales, the lines or vendor manager, and the senior account executives working named projects.
1,600 to 2,200
commercial and contract furniture dealers across the United States and Canada, concentrated at the top with a long tail of single showroom operators
Design firms with a workplace practice
The layer that writes the specification before a dealer is ever asked to quote. Small firms specify by relationship and large ones by standard, and both decide months ahead of a purchase order existing.
Who signs: workplace studio lead, senior interior designer, the FF and E specifier, project designer, and the firm's procurement partner on large fit outs.
3,000 to 4,000
North American architecture and interior design firms carrying a commercial interiors practice, out of a far larger population of design establishments overall
Mid-market employers, 250 to 999 people
The largest group on this page and the one that buys furniture as a project rather than as a standard. Big enough to fund a move or a refit, small enough that one conversation with the person who owns the space settles it.
Who signs: director of facilities, the workplace or real estate lead, head of operations, and at the smaller end the office manager who owns the move.
27,000 to 28,000
US employers in this workforce band
Large employers, 1,000 people and up
Where the furniture decision is a written standard, refreshed on a cycle and applied across sites. Slower to turn, and the orders repeat once the standard names you.
Who signs: VP of corporate real estate, head of workplace, facilities director, and the procurement category manager who owns furnishing spend.
11,000 to 11,500
US employers at 1,000 people or more
Health systems and care operators
Offices, clinics and administrative floors inside health care, furnished continuously rather than in one move. Long approval routes, and unusually loyal once a line has cleared review.
Who signs: facilities director, capital projects manager, supply chain or value analysis lead, and clinic operations on the smaller sites.
6,000 to 6,500
United States health care and social assistance employers at 250 people or more
Education and public buyers under cooperative contract
The segment where being on contract is the entry ticket and reaching the buyer is a separate job. A cooperative award makes you buyable by thousands of institutions and tells none of them that you exist.
Who signs: director of facilities planning, campus design manager, district business officer, agency procurement officer.
3,700 to 4,100 institutions
degree granting colleges and universities in the United States, alongside 12,500 to 13,500 public school districts and the agencies buying under state and cooperative awards; these buyers are not published as one register

Where the openings are

1
A dealer network distributes, it does not generate. A dealer sells into the projects already in front of them, and at the moment of a bid the line that wins is usually the one someone upstream already named. Demand created before the bid is what pulls a line through the channel, and it is the part no dealer is paid to do.
2
The specifier is a role, not a company. A few thousand workplace studio leads and interior designers across North America decide what gets written into a package. That is a named-role audience, reachable on a schedule, and it belongs to whoever shows up consistently rather than to whoever has the best catalog.
3
A furniture standard reopens at a moment, not on a cycle. A lease event, a relocation, a headcount jump, a new facilities leader in the seat. Those moments are visible from outside if someone is watching the whole market, and invisible when the first signal is a dealer mentioning one. Watching several thousand employers for a trigger is mechanical work, and it is exactly what a channel-led model cannot do.
4
Being on contract and being chosen are two different problems. State and cooperative awards make you buyable across a very large public buyer base. Almost none of those buyers are ever told. That gap is a reach problem with a known list attached, which makes it the cheapest one on this page to close.
Built from public registries covering North American employers and design and construction establishments, current to the latest published filing year, and counts are banded deliberately. Workforce bands use benefit plan participants as a headcount proxy, so they indicate scale rather than an exact staff count. Owner-only and very small employers are not published in this data. Dealer and specifier populations sit in no single public register and are read from establishment data, so they describe scale rather than a finished list. It describes the market rather than your business, and there is nothing to buy at the end of it.
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