Shifman Develops Next-Generation Masters Collection
partners the opportunity to view a concept bed design, which received a considerable amount of positive feedback. The company then incorporated many of the concept bed features into the new Masters Collection. “It was a tremendous advantage to include
By Christopher Schriever
At the fall High Point Market, Shifman Mat- tress Company will introduce its next-gen- eration Masters Collection, which features a modern twist with new fabric construction and designs, complimentary borders and fine tailoring details. At the most recent spring High Point Mar- ket, Shifman gave a number of their retail
our retail partners in the development pro- cess of the new Masters Collection,” stated Mike Hammer, CEO. “The uniquely strong re- lationships we have formed with our dealers sets us apart from other mattress brands.” The new line offers nine different styles to satisfy many levels of comfort but retains its core components of natural cotton, Talalay latex and eight-way, hand-tied boxsprings. Retail selling prices for queen sets will range from approximately $3,600 to $8,100. “While these products could easily com- mand higher prices due to their unmatched quality and lasting comfort, we believe in
offering unsurpassed value and customer satisfaction,” explained Bill Hammer, Pres- ident. “The fact that our dealers do over 40% of their volume in Masters Collection styles reveals that there is tremendous value even at prices up to ten times the industry average.”
The vibrant new look is highlighted with fabric construction that combines the unique strength and durability of a woven material with a “hand” that is soft to the touch. All items in the collection feature consistent complimentary borders to en- hance the modernized visual appeal, while still maintaining a classic look. Other fine tailoring details include deluxe specialty tape and 18-carat gold corner guards, which elevate this line to a level never achieved before. Visit
shifmanmattresses.com.
Carolina Mattress Guild Premiers CRaVE Mattresses in High Point By Gretchen Kast
After a successful soft-launch at the sum- mer Las Vegas Market, Carolina Mattress Guild is preparing to debut their new na- tional collection, CRaVE, at the fall High Point Market.
This roll-out of the CRaVE collection in- cludes a line-up of 14 mattresses at sought-after price points, ranging from $399 up through $1,899 in queen. All of the beds in the collection feature an encased innerspring system and, with the excep- tion of the two starter models, wrapped coil cores. Using a Good-Better-Best pro- gram, the CRaVE line-up offers easy-to- understand step-ups (including foundation upgrades and the addition of handles, gel- visco or gel-infused latex) to help retailers maximize their sales. At the “Best” end of the spectrum, the
top four models utilize a unique, zoned wrapped-coil unit with a steel coil perimeter encasement. This exclusive perimeter sys- tem is a sturdier and more durable alterna- tive to traditional foam encasements. Addi- tionally, the top mattress in the line (the IS-R
20 BEDROOM / Fall 2014
model) features a mini-coil unit in its box top, offering a unique coil-on-coil story. The debut of the new CRaVE innerspring collection and its vibrant branding marks the next step in Carolina Mattress Guild’s new large-scale effort to create a consoli- dated brand portfolio that appeals to the national market. Beginning in December 2014, CMG will be paring down its wide va- riety of collections to offer retailers a more unified, easily-identifiable grouping of lines. This decision to consolidate allows the brand to stand out with a straight-forward, logical portfolio, simplifying the retail sales process for their partners. Future plans for CRaVE include line exten- sions for both the latex and memory foam models, as well as a catalog of bold, attrac- tive point of purchase materials for retailers. Visit
carolinamattressguild.com.
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