Change is afoot at Afternoon Light. The online platform known for its curation of buzzy home brands partnered earlier this year with trade show giant Andmore to debut a three-day in-person fair, Shelter, during NYCxDesign. Now founders Deirdre Maloney and Minya Quirk are radically scaling back e-commerce, parting ways with Andmore and announcing a new design-week event, simply called Afternoon Light.

In broad strokes, the goal of Afternoon Light, the fair, will be similar to Shelter: Provide another tentpole show for NYCxDesign that acts as a more indie-minded counterpoint to ICFF. Maloney and Quirk—co-founders of Shoppe Object and veterans of the trade show business—are currently recruiting brands, makers and studios to exhibit.

“Our instinct about needing an anchor and a hub for design week was correct, and the recipe of having all these brands under one roof was successful. The energy was incredible around the show,” says Quirk, looking back at Shelter. “Our goal for this season is to get more people in the door in terms of A&D trade. We just want to do bigger and better.”

One big shift from Shelter will be a change in venue: Instead of the Starrett-Lehigh building on the city’s far west side, Afternoon Light will take place across three floors at the WSA building—a downtown office tower that has become a hub for fashion, art and design events, including this year’s edition of the Collectible fair.

Other changes will be smaller. Afternoon Light will take place mostly on weekdays as opposed to Shelter’s weekend schedule, which the duo hopes will draw in more working designers. They are also looking to tweak the cash-and-carry component of Shelter—some vendors sold merchandise directly on the floor, which was occasionally disorienting to attendees.

As for the breakup with Andmore, Maloney says they had originally partnered with an executive who has since left the company, and found that they simply weren’t on the same page with the new management team. “I just think everyone had different expectations,” she explains. “When we were starting to talk about what next year looked like, it just didn’t feel like the right fit for us to move forward.”

In making their initial deal with Andmore, she and Quirk gave the trade show conglomerate control of the name “Shelter”—hence the need for a new identity with their next effort. At press time, it was not clear if Andmore will present its own version of Shelter next year; the company didn’t respond to a request for comment.

The founders have also taken down most of Afternoon Light’s e-commerce inventory—though they still offer up a small collection of items, and aren’t ruling out a new version of online selling down the road. “The learning curve is really hard with e-commerce, and I don’t think we ever made it up the ramp,” says Quirk. “It’s a world unto itself. It changes all the time, there are so many regulations in play, there are formulas that are always changing for customer acquisition costs. It’s not a space we really felt too comfortable in.”

“[While we were working on Shelter, I realized] we’re not in a position to do both things at once,” adds Maloney. “As soon as the show was over, we spent a couple of days talking about our priorities. We still think e-commerce and an online presence is important. But our focus is going to be on getting the fair right.”