With a long heritage of strong dealer relationships, independent home furnishings retailers have remained a cornerstone of the company’s luxury distribution strategy. At this April’s High Point Market, Shifman Mattress Company will introduce two updated collections designed to strengthen this critical retail segment and expand luxury merchandising opportunities.
The company’s core line, newly named Devotion, has been completely reengineered from cover to coil, combining premium natural materials, performance components, and artisan craftsmanship. Entry-level models feature an all-new pocketed coil innerspring system, luxurious new fabrics, and an expanded range of comfort options. All new models are now adjustable-base compatible, creating an additional revenue opportunity for retail partners.
Upper-tier models feature Shifman’s signature handcraftsmanship, patented hand-tufting, along with premium materials including innovative comfort layers, all-natural cotton, and the company’s real working boxsprings.
“With Devotion, we are raising the luxury standard for our customers by offering a broader range of comfort choices, adding the convenience and revenue opportunity of adjustable base compatibility, and redefining how luxury mattresses are presented for our exclusive retail partners,” said Andi Jones, Shifman’s director of product development.
Shifman is also introducing new models of Pure Comfort, Shifman’s coil-free latex mattress collection. Like Devotion, Pure Comfort is adjustable-base compatible and expands the company’s presence in the luxury latex segment.
Made with GOLS-certified latex, the all-natural hypoallergenic foam layers deliver body cradling comfort without coils. The six-model collection brings Shifman craftsmanship and premium materials into the latex category with a broad range of comfort options.
“What was once considered a specialty category has become a core mattress segment for many of our retail partners,” Jones said. “A growing number of consumers prefer the feel of coil-free mattresses. Pure Comfort gives our retail partners a competitively positioned, natural latex collection without compromise.”
Addressing the importance of these collections to independent home furnishings retailers, Bill Hammer, president of Shifman, said exclusive partnerships remain central to the company’s strategy.
“Exclusive retail partnerships—outside of conglomerates where a single entity controls both product and distribution—are extremely valuable,” Hammer said. “We believe these retailers remain a critical part of our overall distribution strategy. These collections ensure that the unique Shifman product story is fully expressed while expanding revenue opportunities that help our retail partners reach a broader luxury consumer audience.”
