Obituary for Dennis Mascall
March 1930 – November 2024
It is with great sadness that we announce the passing of Dennis Mascall, a beloved figure in the Canadian Interior Décor Industry.
He passed peacefully in late November in Spain, age 94, where he continued working on IDRC programmes and lived with his daughter Denise Clark.
He is also survived by his daughter Danielle Mascall and his twin brother Norman who reside in Dennis’s beloved Canada.
There are so many friends and family members around the world who will miss him greatly, such is a testament to his character, kindness and love for life, his business and people.
HIS EARLY YEARS
Born in Southend-on-Sea, Essex, England, on March 18, 1930, Dennis was part of the group of children evacuated during the well-documented London Blitz.
He was an Asthmatic teenager who loved Football , but could not play himself. This did not deter him and so instead, he started Thorpe Athletic Football Club, which brought together a team of talented youth that went on to achieve at a high standard.
At the end of WW2, he had a chance to lead others again and proudly served as an RAF Military Police Officer, stationed in Sella, Germany.
Answering a call for immigration to Canada in 1953, he, his brother Norman and cousin Bill ventured into the “colonies” to make their mark. From the start of his career, Dennis was drawn to the world of sales and marketing and he could only have dreamed of the lasting impact he was to have.
CANADA & the WORLD
Dennis travelled coast to coast in Canada in the early days as a paint salesman, for Selectone Paint, supplying companies such as Canadian Tire and Home Hardware, as well as supporting the independent sector across Canada .
Later, wallpaper was added, as Selectone imported it from the USA and the United Kingdom. Dennis travelled and worked with a range of manufacturers. His leadership over several decades helped drive the company’s success through innovative marketing ideas, dedication and sheer hard work.
It was at this time that he was invited to serve as a director of the Wallcovering Distributors Association (WDA) in the USA.
Not one to miss an opportunity, Dennis accepted and expanded his network of colleagues and friends. Also not to see Canada left behind, he played a pivotal role in the founding of the Canadian Wallcovering Distributors Association (CWDA) in the early 1970s.
AT THE HELM, THE SELECT YEARS
Dennis’s passion for the Wallcovering Industry flourished in the 80’s and 90’s.
Not only did he spearhead the marketing efforts of Mayfair UK in Canada as president of Forbo Select Wallcoverings Canada, He also welcomed his daughter Denise to join the team and they set to developing 3rd party wallcovering ranges from the UK, Switzerland, France, and Korea.
Dennis also had the foresight to organize trade events and understood the importance of education within the growing interior décor community. He held educational seminars across Canada and worked tirelessly to expand product knowledge. His efforts helped shape the evolution of the Walls Windows Fashion Association (WWFA), which later became Interior Décor Resources Canada (IDRC), a key resource for advertising, education, and industry knowledge.
RETIREMENT
After formally retiring from Forbo, Dennis continued to support the industry, dedicating seven years to organizing the Interior Décor Showcase.
He was especially proud of these popular Industry Shows designed to foster closer ties between fabric, hardware, furnishing and paint suppliers. The Shows brought together hundreds of professionals from coast to coast and around the world in a spirit of community and enthusiasm to enjoy, learn and connect at his base in Toronto, Canada.
In 2010, under Dennis’s guidance, the association transitioned to a more digital focus, allowing IDRC to become an active online resource for information and learning.
LEGACY
Dennis was passionate about giving back to the next generation of industry professionals.
He established the Interior Décor Scholarships for graduating students at Humber College, Sheridan College, Georgian College, and Conestoga College. These scholarships, matched by funds from the Ontario Government, are his legacy as they continue to support young people pursuing careers in interior décor, especially in Canada..
In recognition of his outstanding contributions, a scholarship in Dennis’s name has been established to reward exceptional achievements and expand educational opportunities across Canada. Dennis’s legacy is one of dedication, innovation, and leadership. He was committed to staying relevant and supporting the growth of the industry throughout his life.
When asked about the secret to his enduring career, Dennis shared, “A long active life depends upon staying open to new things. I am interested in offering support and my knowledge to young people and, of course, coming up with new initiatives, guiding IDRC to the benefit of a growing membership. We must always stay relevant.”
A MEMORIAL SERVICE: Date and Time announcement will be made in the Spring, Dennis’s favourite time of year.
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