David Perry — Furniture Today, October 13, 2015
HIGH POINT — High-end bedding producer Shifman Mattress is stepping up its game with a new, larger showroom here and a commitment to expand its offerings to more furniture stores and department stores.
The Newark, N.J.-based bedding producer has taken a second-floor space at 315 Fred Alexander Place, not far from its former showroom location. The new space, which is above Sherrill Furniture, offers increased access and visibility for the furniture stores that Shifman serves, thereby positioning the brand for more growth, officials said.
Bill Hammer, president, said the new space is almost 50% larger than the company’s former space, and noted that it will enable the company to showcase its entire product portfolio, including the Masters Collection, the newly updated Vintage Collection, the Pure Comfort latex line, and the Platform Bed mattress collection.
“Our new showroom and marketing initiatives are consistent with our long-term strategy to support our valued customers and continue to expand into new markets,” Hammer said. “It is my vision to make Shifman-quality products available to more consumers through partnerships with the finest furniture and department stores in the country.”
He said the new showroom brought the opportunity to upgrade the presentation of the brand. Stretched canvas wall art will feature Shifman’s natural materials and handcrafted manufacturing processes. In addition, new top-of-bed designs will dress every mattress, thereby elevating the look of the product line, Hammer said.
At market, Shifman officials will be discussing the company’s 2016 marketing initiatives, which include a new website, a logo refresh, new video and TV productions, and a partnership with professional basketball players to publicize the Shifman brand and its new Athletic King offering, the company said.
Hammer said many people, and not just professional athletes, have difficulty finding a mattress to fit their size. Based on New York Knicks rookie Kristaps Porzingis’ needs, Shifman recently added Athletic King to its size portfolio. This mattress measures 80 inches wide by 98 inches long, 18 inches longer than a standard king.