How retailers helped Shifman build a better mattress collection

NEWARK, N.J. – Keen on listening to its retail partners, Shifman Mattresses has redesigned its Pure Comfort collection of latex beds based on customer feedback for the Las Vegas Market.

The collection, first debuted at the winter market, where retailers offered input and suggestions for enhancing the lineup. The results? A reengineered line of beds with more distinct comfort feels and a new fabric, a stretch woven.

“As a family-owned business for 130 years, we recognize that success comes from keeping open the lines of communication and exchange of ideas with our retail partners,” said Bill Hammer, president. “True partnership comes from trust and collaboration, even if it means we have to make changes to a line and re-introduce it, to ensure the success of a program.”

Shifman’s Pure Comfort is a line of luxury mattresses featuring all-natural materials including layers of natural latex and New Zealand wool, as well as Shifman’s signature double-sided construction. The beds are hand-tufted using Shifman’s exclusive Sanotuft technique, and each mattress has a 7-inch pure natural latex core. All of the mattresses are adjustable base friendly.

The new Pure Comfort line will be featured in the company’s Las Vegas Market showroom at C-1554 along with the company’s  American Heritage Collection. The group features luxurious Belgian damask and features 10 quilted or hand-tufted models of two-sided construction, natural cotton comfort layers and individually wrapped coil system. All models are compatible with adjustable bases.

The merchandising story is completed with Shifman’s luxury pillow collection, which offers retailers a premium quality sleep essentials product to help customers create their own sleep oasis. Shifman’s pillow program includes three distinct comfort levels with all natural materials and Standard 100 by Oeko-Tex certification.

Shifman will continue the celebration of its 130th anniversary with refreshments beginning at 4 p.m. on both July 30 and 31 in its showroom.

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