Shifman boosts retail marketing support, styles up American Heritage line

NEWARK, N.J. (Feb. 15, 2021) –Shifman Mattresses has increased marketing support and enhanced the styling of its American Heritage line to deliver what it’s calling one of the strongest luxury mattress programs available to regional and national retailers.

Sanibel from Shifman’s American Heritage collection in a contemporary Belgium Damask cover

The luxury mattress maker has significantly upgraded the program for the 10-bed collection to be more comprehensive and include co-op dollars for print, radio, TV and direct mail advertising.

The upgraded program provides curated advertising asset packages, a refreshed and structured promotional calendar, and a more engaging training program for products and selling skills for any level. The marketing assets include images and publish-ready layouts for print and social media as well as in-store materials. Shifman retail partners also can access content through the customer portal on the company’s redesigned website.

“We recognize the growing challenges for brick-and-mortar retailers and sales associates, so we made changes to American Heritage that can make the biggest impact — advertising and promotion to drive traffic year-round and easily digestible training that can be immediately put to use on the floor,” Shifman President Bill Hammer said in a release.

In addition to the marketing boost, Shifman said it enhanced the styling of American Heritage with a more contemporary cover in luxurious Belgium Damask, offering a “higher-end look and feel while maintaining its accessible luxury price point.” Premium models are foam-encased for a firm seating edge and more tailored bed profile. Shifman also added a new mattress to the collection that gives retailers more merchandising options in mattress feel and critical price points.

The American Heritage collection offers 10 quilted or hand-tufted models of two-sided construction, natural cotton comfort layers and an individually wrapped coil system. All models are compatible with adjustable bases. The collection is featured in most stores with queen set retails ranging from $1,799-$9,699.

Shifman plans to provide a virtual products tour later this month in addition to attending the Las Vegas Market scheduled for April 11-14.

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