The sdea Directory is available at the show with free copies available to the first 500 visitors. This comprehensive guide is a great place to start if you are looking to source a wide variety of shopfittings and display. The Directory features details of the Association’s 200 eclectic members, making it a truly one-stop retail display shop.sdea is the UK trade body that represents manufacturers and suppliers of shopfittings and display. Being at the heart of retail, the Association promotes its members to retailers, designers and architects.