Daily News
From Home Furnishing Business
Shifman Upgrades American Heritage Collection
February 15,
2021 by Laurie Northington in Business Strategy, Industry 
Luxury mattress manufacturer Shifman Mattresses has powered up American Heritage with increased marketing support and enhanced style that they say delivers one of the strongest luxury mattress programs available to regional and national retailers.
Driving store traffic for their retail partners is top of mind at Shifman, and the company has significantly upgraded the program for the 10-bed American Heritage collection to be more comprehensive and include co-op dollars for print, radio, TV and direct mail advertising.
The newly upgraded program provides curated advertising asset packages, a refreshed and structured promotional calendar, and more engaging training program for products and selling skills for any level. The marketing assets include a selection of images and publish-ready layouts for print and social media as well as in-store materials. Shifman retail partners can also access valuable 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,” said Shifman President Bill Hammer.
In addition to the marketing boost, American Heritage styling has been enhanced with a more contemporary cover in luxurious Belgium Damask that offers 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 individually wrapped coil system, and all models are compatible with adjustable bases. The collection is featured in most stores with queen set selling prices 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.