Shifman Masters Collection Sports A New Look And Feel

Shifman Mattress Company is celebrating the 20th anniversary of its Masters Collection by unveiling a new line at the High Point Market. With a new look and nine different styles, this new line-up offers a variety of comfort preferences while still retaining the company’s popular two-sided, hand-tufted design and eight-way hand-tied boxsprings.

The updated collection features vivid new covers that offer superior strength and durability, as well as a plush surface feel. Keeping with the tradition of using the finest quality, natural materials, the collection is made with natural cotton, natural latex foam, Joma wool and angora fiber to achieve the desired comfort of each style. In addition to complimentary borders, Shifman further enhances the line’s modern look with coordinating specialty tape, gunmetal-colored corner guards and increased border height.

“Over the past 20 years, the Masters Collection has become extremely important to Shifman,” said Bill Hammer, president of Shifman. “The fact that we do almost 50% of our total dollar business in this category with prices starting at over $4,000 for a queen set exemplifies the tremendous value built into every product. However, the other 50% of the business is done on other product collections that feature more popular price points starting at $799. The combination makes for a successful retail mattress program with an average unit sale that is three times the industry average.”

Shifman will also showcase its Modern Comfort Collection and American Heritage Collection at market. The Modern Comfort Collection combines premium features such as natural cotton and hand-tufting with the flexibility of individually wrapped coil innersprings. The American Heritage Collection consists of nine beds designed to compete with other premium mattresses while providing product differentiation to the retail environment.

“This line is part of our aggressive expansion plan to bring the Shifman Difference and its unique story to new markets,” added Tim Wade, national sales manager. “It’s a tremendous opportunity to help large bedding retailers expand their business by offering better quality and customer satisfaction while delivering a higher average unit sale and increased profitability.”