FROM THE EDITORS features


fabric is only a cover for the finest materials including premium grade cotton, pashmina cashmere, New Zealand wool and natural tala- lay latex foam. —HAMMER


3 WHAT DRIVES THE CHOICES IN COLOR AND DESIGN? ARE RETAIL- ERS REQUESTING SPECIFICS?


Because of the longstanding heritage of


Shifman, we generally select more sophis- ticated fabrics in neutral colors with tradi- tional damask designs. Overall, our dealers have overwhelmingly accepted our fabrics. —HAMMER


Retailers and mattress manufacturers are


definitely requesting color specifics. Home and fashion trends often times drive color and de- sign choice. Many retailers want to be the first with the “next big color” or have a very innova- tive design. —SEXTON


4 HOW DO YOU MAKE EACH MATTRESS WITHIN A COLLECTION UNIQUE?


Jamison uses a common theme throughout


a line that supports and expresses the product brand. We then create an icon to represent the collection and ‘explode’ it through the line, in- terpreting it in different ways to develop indi- vidual looks for each bed. —HINMAN


There needs to be a visual step-up between


the different price bands. This can be done with scale of the design motif, introduction of color accents, pattern and texture to differenti- ate beds in a single group. Sealy Brand is our promotional brand and the intent was to make these mattresses


have more of a luxurious look to be more competitive on the retail floor. We just intro- duced more vibrant color in these lower price bands. —WESLEY


5 WHEN DEVELOPING A PRIVATE LABEL COLLECTION, WHAT AESTHETIC CHANGES DO YOU MAKE?


Private labels collections seem to have a


more ornate multihued couture look. We have the capability to introduce more fabric options that push the envelope creating a well defined designer look. —WESLEY


For specialty lines and private label the


designs are usually designed specifically for the customer. Therefore they are the only ones with their specific design. We are very loyal to our customers and make sure that it is a fair playing ground for all bed manufacturers and make sure there is no overlap and each design is unique to private label collections. —SEXTON


6 WHAT INSPIRES YOU TO CREATE INNOVATIVE COVERS?


At the end of the day, my inspiration


comes from everyday living—from music to art to food. You have to open yourself to the world and to allow the outside to permeate the inside. —HINMAN


We work closely with our fabric suppliers


to create innovative covers that will fit the specific needs of the collection. Whether the cover is a Belgian damask or French tapestry, it’s important for Shifman to maintain its un- wavering commitment to quality by setting the highest standards for thread count, weight and strength. —HAMMER ✤


BILL HAMMER, President, Shifman Mattress Company


KEN HINMAN, Senior Vice President, Jamison Bedding


KATELYN SEXTON, Designer, Bekaert Textiles USA


MARY WESLEY, Fabric Specialist in the Marketing Department, Sealy


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