Dear Sirs,

We recently purchased a Shifman mattress and we were so impressed with its quality and comfort that I was compelled to let you know that you make a product unmatched by other makers. We were lucky enough to test one of your mattresses and the initial feeling of comfort was enough to take it home. We have already enjoyed sleeping on it and look forward to many years of restful sleep! PLEASE keep up the good work and pass along our heartfelt thanks to your craftsmen. Thanks again!

By Christopher Schriever
October 2011

For the original version with images, click here.

First introduced in April, Shifman’s improved and expanded handcrafted, two-sided Masters Collection continues to impress retailers who are eager to offer the line. Retailers can preview the new mattress line at High Point Market this October.

The Masters Collection includes significantly improved comfort options, new multidimensional woven damask fabrics, solid brass corner guards, and elegant trim treatments for enhanced appeal. Additionally the collection features Shifman’s signature eight-way hand-tied boxsprings, hand-tufting, and the finest natural materials, including layer upon layer of apparel-grade cotton, the company’s primary upholstery material.

Designed to appeal to the most discerning customers, the line is available in nine styles
with prices ranging from $3,299 to $7,399 for a queen set. At the top of the collection is the Cézanne, designed with 95 percent natural materials including the highest quality pashmina cashmere and an exorbitant amount of cotton and natural latex.

Mike Culp, bedding manager and buyer of Sedlak Interiors in Ohio took early delivery of the collection and says, “Since changing over to the newly redesigned Masters Collection, customer acceptance has been amazing. We are very pleased with the Shifman line.”

“We are thrilled with the success our dealers are experiencing. The fact that sales associates and customers alike are responding positively to the new Masters Collection means our dealers will benefit from increased premium sales. It is this kind of success that has contributed to the 23% increase that we have experienced year-to-date,” reports Mike Hammer, company CEO.

To support retailer success Shifman is offering a new, comprehensive Marketing Partnership Program. The program includes new materials to improve point-of-sale effectiveness while allowing retail dealers to enhance their bedding departments providing the ultimate shopping experience for their customers.

Hammer adds, “We are committed to providing our dealers the best tools available to maximize their bedding business. Integrity, value, and a philosophy of true partnerships guide every decision we make.”

By David Perry, Executive Editor
October 24, 2011

For the original version with images, click here.

At the Market – Shifman Mattresses says its new high-end bedding line is off to a “masterful” start with retailers. Response to the company’s improved and expanded Masters Collection has been so strong that the company has moved the rollout date up to this fall, officials said.

The Newark, NJ-based bedding producer previewed the line with a select number of dealers at the April High Point Market. Those retailers were so anxious to floor the models that Shifman has decided to introduce the line now rather than waiting for the official release date of Jan. 1.

The collection is designed to appeal to the most discerning consumers, those who shop at some of the finest furniture stores in the country, according to Shifman officials.

The Masters Collection offers nine styles at prices ranging from $3,299 to $7,399 for a queen set, providing a range of firmnesses and luxurious surface comforts.

In addition to significantly improved comfort options, the updated collection features new, multi-dimensional woven damask fabrics, solid brass corner guards, and elegant trim treatments, officials said. And it features the company’s signature eight-way hand-tied box springs, hand-tufting and superior natural materials, including layers of apparel-grade cotton, Shifman’s primary upholstery material.

The Cézanne, Shifman’s top model, is designed with 95% natural materials including the highest quality pashmina cashmere and “an exorbitant amount” of cotton and natural latex, officials said. It retails at $7,399 for a queen set. The Matisse, Shifman’s former top-of-the-line mattress, was enhanced with new aesthetic treatments for improved appeal. The Chagall, another new addition to the collection, is a firm version of the plush Matisse model.

“We are thrilled to hear about the success our dealers are experiencing with the new Masters Collection,” said Bill Hammer, president of Shifman Mattresses. “The fact that sales associates and customers alike are responding positively to the collection means that our dealers will benefit from increased premium sales. It is this kind of success that has contributed to the 23% increase that we have experienced year-to-date.”

Added Mike Hammer, CEO: “From the finest handmade mattresses in the world to the most effective sales support materials, we are committed to providing our dealers the best tools available to maximize their bedding business. Integrity, value and a philosophy of true partnerships guide every decision we make.”

Shifman is also using High Point Market to offer a new, comprehensive Marketing Partnership Program to its dealers. In addition to improvements to the company’s existing materials, the program includes a number of new items. The program will be packaged to benefit dealers and improve point-of-sale effectiveness while allowing them to enhance their bedding departments to provide the ultimate shopping experience for their customers, officials said.

By David Perry, Executive Editor
July 13, 2011

For the original version, click here.

“You just stepped from 1918 to 2008,” Bill Hammer said as he led me on a factory tour at Shifman Mattresses in Newark, N.J. We had crossed the hardwood floors of a building constructed in 1918 and stepped onto the concrete floor of the 2008 addition.

That is an appropriate image for the changes at Shifman, where the best of past manufacturing processes join modern technologies to usher in a new day for the 118-year-old company, one that provides opportunities for growth as the producer steps up its marketing efforts to tell the very good news of its heritage of craftsmanship and quality production.

That heritage will live on in the company’s commitment to some old-fashioned ways of manufacturing mattresses. Time-tested techniques like garneting its own cotton and hand-tufting its mattresses and still using eight-way, hand-tied box springs remain, but they are supplemented with modern manufacturing and sewing equipment. The result is a unique mix of the past and present that is found in only a handful of bedding plants in the country.

Shifman has been based in a four-story brick building in Newark since 1918. The building dates back to 1887, when it housed a patent leather manufacturer, and it was expanded in 1918 when Shifman moved in.

Three years ago, Shifman completed a 24,000-square foot addition, with a 19,000-square-foot warehouse and a streamlined production layout that dramatically ups capacity, allowing Shiftman to expand business, according to Bill Hammer and his father, Mike, CEO of the company.

Shifman does almost everything differently from other bedding producers, putting more quality into its beds at a time when some others are looking to cut costs. That means putting more nails into its wood box spring frames and more staples into the dust ruffles that enclose the bottoms of the box springs and still using the highest quality twine for the eight-way hand-tied box springs, a product seldom seen in bedding lines these days. It means devoting two hours to sewing operations, and adding layer after layer of cotton, a key comfort ingredient in the company’s beds.

All of that effort goes into a line of high-quality two-sided mattresses, which the Hammer says maintain their comfort levels much longer than the one-sided sleep sets that proliferate these days.

“We are focusing our energy on making better products,” said Bill Hammer. “We are spending more money making better products.”

In these days of intense cost-cutting in the bedding arena, it’s nice to come across a company that spends more money to make beds of superior quality. Kudos to the Hammers for keeping the Shifman story a vibrant one today.

By David Perry, Executive Editor
July 4, 2011

For the original version with images, click here.

Newark, N.J. — Not too many bedding companies would dare put their top offerings in the category of works of art.  But Shifman Mattresses isn’t your typical bedding company.

The high-end producer, based here, first introduced its Masters Collection in 1997 when the Monet, the Picasso, the Van Gogh, the Rembrandt and the Renoir—named after famous artists, of course—made their debut.

Shifman has added to the collection over the years, and recently took the line to a new top price point of $7,399 with the introduction of the Cézanne.  The bed, which features 95% natural materials including pashmina cashmere and what the company calls “an exorbitant amount of cotton and natural latex”, is hand-tufted to lock the various comfort layers in place and uses eight-way, hand-tied box springs.

Company officials say the Masters Collection, which starts a $3,199, is deserving of the high standards suggested by its name.

“These are works of mattress art,” said Bill Hammer, Shifman’s president.  “The amount of craftsmanship that goes into them is extraordinary.  Every single factory worker takes as much pride in making these products as we do in talking about them.  Everyone knows this company is all about making the finest mattresses possible.”

“That’s what our retailers want us to do,” added Mike Hammer, CEO.  They are looking to add quality, not cut costs, he said.

The Masters Collection, like all Shifman products, features a two-sided construction.  The Hammers say that type of design maintains its comfort level much longer than single-sided beds, thus providing more value to the consumer.

Bill Hammer said the Cézanne, which was successfully introduced at the latest High Point Market, is “the most comfortable mattress ever made.”

Shifman’s bedding lines start at $699, which has been the company’s starting price for years.  Due to recent increases in the price of raw materials, the company will raise its starting price to $749 on Aug. 1.
 
The Hammers say they are proud of every bed in their line, including the starting model.  The starter “will hold up and last longer than any $999 product, but it may not have the look of competitors’ products at $999,” Bill Hammer said.  “That is intentional.”

Shifman’s starting collection is the Quilted Collection, which features up to 47 pounds of natural cotton upholstery in a king-size model. The cushioning layers feature about 50% cotton, about 40% polyurethane foam and about 10% polyester.

The Premium Collection, retailing from $2,200 to about $3,000, features better materials, more cotton upholstery (up to 83 pounds in a king bed), hand-tufting, and eight-way hand-tied box springs.  About 80% of the filling materials in that line are natural.

The Masters Collection is the top line, featuring up to 95% all-natural materials in the comfort layers.  The line uses elegant, luxurious materials.  No polyurethane foam is used in that line, the company says.

Shifman piles on the layers of cotton as it moves up in price point.  The company still garnets its own cotton, breaking the bales of raw cotton down and turning them into thin layers.  That process dates back to the 19th century and only a handful of bedding producers still use it today.

Why the emphasis on cotton?  “It’s natural, it breathes and it keeps you warmer in winter and cooler in summer,” Bill Hammer said.  “It holds up better than any other material.  It also stays true to its firmness over time.”

                  -  Updated Masters Collection Features New Top-of-the-line Mattress
                       with 95 Percent Natural Materials Including Pashmina Cashmere  -

NEWARK, NJ – April 2, 2011 – Shifman, a leading manufacturer of luxury, handcrafted, two-sided mattresses, announces the relaunch of the Masters Collection, the company’s premier line set to debut during High Point Market on April 2nd.  World-class artisans meticulously handcraft Shifman’s Masters Collection with natural materials, hand-tufting, elegant finishings, and eight-way, hand-tied boxsprings.

The prestigious Masters Collection includes nine styles with a full range of firmnesses and surface comforts, providing a variety of options to meet the broadest range of customer preferences.

The Cézanne, Shifman’s masterpiece, is a completely new addition to the Masters Collection and represents the ultimate in luxury.  It is designed with 95 percent natural materials including the highest quality pashmina cashmere and an exorbitant amount of cotton and natural latex.

For more than 118 years, Shifman has been a family-owned business dedicated to crafting the finest handmade mattresses in the world. The company refuses to cut corners to save on costs and continues to craft two-sided mattresses while ensuring the highest level of quality and durability to endure the test of time. Although the line could be priced much higher due to the meticulous handmade construction and high quality materials, Shifman’s philosophy is to provide the consumer with the best possible value, even at the company’s highest price point.

“Just when you thought a Shifman couldn’t get any better, our designers found a way,” states Bill Hammer, president of Shifman Mattresses.  “The Masters Collection is our most luxurious collection, and the new Cézanne is the most comfortable mattress ever made.  Every detail, including luxurious layers of pashmina cashmere, combine to create this proud example of fine hand-craftsmanship. We anticipate a lot of interest in the product during High Point Market and know our dealers will have a lot of success selling this improved and expanded collection.” 

About Shifman Mattresses (www.shifmanmattresses.com) 
Shifman is a leading designer and manufacturer of luxury, handcrafted mattresses that are built with the same commitment to quality, integrity and true craftsmanship that the company was founded on 118 years ago. A family-owned company, Shifman operates under the management of the Hammer family. In 2008, Shifman increased its facility by 40 percent.  Today, the company operates out of an 84,000 square foot manufacturing facility in Newark, NJ.  Shifman has a proven track record of creating strategic partnerships with its dealers to generate sales and provide maximum customer satisfaction.

Dear Mr. Hammer:

My wife and I would like to thank you very much for continuing to manufacture such very high quality mattresses. In this day and age of everyone trying to pass off inferior quality merchandise for a high price, it is wonderful to see a company that sticks to its traditional values and doesn’t cave to all of the modern manufacturing processes and ethics.

After months of mattress research, we were hoping to find a traditional style, flippable mattress. After the arrival of our mattress, our expectations were confirmed. Everyone at Shifman did a wonderful job on this mattress!

Respectfully,

By David Perry, Executive Editor
July 4, 2011

For the original version with images, click here.

Newark, NJ — The old is new again at Shifman Mattresses.

The high-end producer, whose complex here on the banks of the Passaic River includes a four-story, 19th-century brick building, has a 24,000-square-foot addition that streamlines its operations, improves efficiency and boosts capacity.  With 40% more space the producer can potentially triple its production, officials say.

Now CEO Mike Hammer and his son, Bill, who is president of the company, are poised to expand their dealer base and add volume, but only in the Shifman way.

Shifman, unlike many other bedding producers, has never been all about growth.  The Hammers say their commitment to quality craftsmanship and the highest bedding materials will never change.  While some producers can crank out a set of bedding in less than an hour, Shifman takes anywhere from eight to 12 hours to assemble a single set of bedding.

“We will stay true to our roots and our values,” vows Bill Hammer, who joined the company full-time in 1994 and has been president since 2008.  “We will never sacrifice those values for our revenue.  Not many companies can say that.  I will make sure that never changes.”

Shifman, owned by the Hammer family since 1985, declines to disclose its volume, but is in a position to become a significant bedding player, officials said.  “We could be a $70 million company,” Mike Hammer said.  “The potential is there.”

Shifman does many things differently from other bedding companies.  It’s one of the only bedding producers to still garnet its own cotton, using a process that dates back more than a century.  It employs layer upon layer of cotton in its sleep sets, asserting that cotton adds superior resiliency, comfort and durability.  It still hand-tufts its mattresses, with its craftsmen threading long needles through the thick upholstery layers to sew them into place.  And its box springs feature the classic eight-way hand-tied construction long favored in fine upholstery.

It all adds up, the company says, to “the finest handmade mattresses in the world.”

But don’t look for those mattresses at bedding specialty stores; Shifman doesn’t sell that fast-growing channel.  Instead, the company prefers to focus on selling to fine furniture stores, retailers who appreciate Shifman’s quality and its approach to doing business.

“We want to be the supplier of the highest quality, most comfortable bedding to stores that appreciate quality and craftsmanship and will be good partners to this company,” Bill Hammer said.  “We don’t want to take business to increase our revenues.  We want to find dealers to partner with and to improve their business.”

“We are not here to increase our market share,” added Mike Hammer, the bedding veteran who bought Shifman in 1985, making a statement that few other producers would echo.  “That has not been my priority.  I have always wanted to do more business, but more business with the right people.”

One of those right retailers is Bloomingdale’s, the department store with which Shifman has enjoyed a special relationship for years.  “That is a perfect store for us,” Mike Hammer said.  “They like selling bedding.  Their customers like quality and value.  We make a completely unique line of bedding to appeal to the discriminating tastes of Bloomingdale’s customers.”  

Among the exclusive features in Shifman’s Bloomies line are titanium supports, cashmere, silk and wool comfort layers and hand-assembled Holland Maid innerspring units.

Shifman is one of the nation’s oldest bedding producers, founded in 1893.  The company produces only two-sided bedding, a type of construction that is uncommon in the largely single-sided industry these days,

Its line starts at $699, the heart of many producers’ lines, and tops out at $7,399, a price point far above the top of most manufacturers’ lines.  The best seller in the Shifman line, in units, is a bed retailing at $1,299.  The best seller in dollars is the Van Gogh in the company’s Masters Collection, retailing for a hefty $3,800.

“Our mattresses could be priced much higher, based on the craftsmanship, the materials we use and the longevity of our products,” said Mike Hammer, who worked for Stearns & Foster before moving over to Shifman.  “We feel we have the best value at our price points.  We could price some of our beds at $20,000 or more, but that’s not our philosophy.”

Shifman’s beds will last for years, outperforming better-known bedding brands, the company says.  A testing lab found that the company’s two-sided mattresses stay truer to their original comfort level at least eight times longer than leading brands.  The test results show the leading brands suffering dramatic losses in just a few years.

Shifman is now stepping up its marketing efforts as it looks to expand its dealer base.  “I’ve got the easiest job in the world,” said Jennifer Ritz, recently named marketing manager at Shifman.  “I’ve got a real story to tell.  Everything we do really is better.  My job is to get that message out to the trade and to consumers.  We will be talking not just about our features, but about what they give you.”

“You don’t know what you are missing if you haven’t tried a Shifman mattress,” added Bill Hammer.  “You don’t know how well you can sleep.”

– Company Sees 31 Percent Increase in Sales in 2010, Shows Consumer Demand for Two-Sided Mattresses –

– Special Offer for New Dealers during High Point, Shifman Doubles Advertising for First Month to Introduce Luxury Two-Sided Mattresses in New Markets –

NEWARK, NJ – September 13 – Shifman Mattresses, a leading manufacturer of luxury, hand-crafted mattresses, is challenging retailers at this year’s High Point Market to bring back two-sided mattresses.  Shifman reports a 31 percent increase in sales for 2010, highlighting rising consumer demand for two-sided mattresses.  As a way to encourage retailers at Market to take the challenge, Shifman is offering new dealers double the amount of advertising for the first month to help introduce the luxury, two-sided mattresses in their markets.

Shifman is one of the only mattress manufacturers that has continued to make two-sided mattresses.  While most major manufacturers only produce one-sided mattresses to save on costs, Shifman has refused to cut corners and continues to ensure the same level of comfort and durability on both sides of the mattress.  Two-sided mattresses can be flipped over time and, as a result, last at least two times as long and are more durable than traditional one-sided mattresses providing more value to the customer.  All of Shifman’s innerspring mattresses are two-sided.

Retailers who visit the Shifman showroom, located at Hamilton Court (310 N. Hamilton Street), during High Point Market (October 16 – 21, 2010) and make a commitment to become a dealer will receive double the amount of advertising to introduce the Shifman line in their communities.  This will help promote Shifman in new markets and drive store traffic and sales.  Shifman works closely with its dealers as a strategic partner to provide marketing support to help ensure the Shifman program is a success.  The company offers exclusive distribution to its dealers, helping to maintain a unique selling opportunity.  Additionally, Shifman creates effective co-op advertising programs to drive store traffic and improve overall profitability.

“Many of our dealers tell us that customers come into their stores specifically looking for two-sided mattresses.  It’s a strong selling point and we really want to use High Point as an opportunity to educate retailers about the benefits of selling two-sided Shifman mattresses,”  commented Bill Hammer, president of Shifman Mattresses.  “We are committed to making our mattress program successful for retailers.  Our dealers see substantial increases in store traffic, sales and customer satisfaction.  With the demand for two-sided mattresses, we expect to see our growth trend continue.”

About Shifman Mattresses (www.shifmanmattresses.com)
Shifman is a leading designer and manufacturer of luxury, hand-crafted mattresses that are built with the same commitment to quality, integrity and true craftsmanship that the company was founded on 117 years ago.  A family-owned company, Shifman operates under the management of the Hammer family.  In 2008, Shifman increased its facility by 40 percent.  Today, the company operates out of an 84,000 square foot manufacturing facility in Newark, NJ.  Shifman has a proven track record of creating strategic partnerships with its dealers to increase retail profits and customer satisfaction.

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– Shifman Launches New Collections of Handmade, Two-sided Mattresses
Exclusively at Bloomingdale’s –

NEWARK, NJ – August 23, 2010 – As the luxury mattress business begins to make a comeback, Bloomingdale’s has turned to a valued partner to customize a new collection specifically designed for Bloomingdale’s customers.  Shifman, a leading manufacturer of luxury, hand-crafted, two-sided mattresses, will begin rolling out its new collections exclusively at Bloomingdale’s beginning in August 2010.

“Bloomingdale’s values the long-standing partnership it has fostered with Shifman,” commented Jim Coia, merchandising VP at Bloomingdale’s.  “Our customer appreciates the quality mattress Shifman produces and that’s why we want to take our relationship to the next level and utilize the strength of the Shifman brand to help our luxury mattress business continue to grow.”

During the past 23 years, Shifman has sold more than 100,000 mattresses at Bloomingdale’s, and as the luxury market rebounds the two companies have partnered to create a new range of product offerings that will provide customers a wider variety of firmness options and price points.   Shifman’s new Traditional Collection will be sold exclusively at Bloomingdale’s beginning in August 2010. This entry-level priced collection will include handcrafted, two-sided mattresses with cotton upholstery, tack and jump quilting and offer improved surface comfort.   In January 2011, Shifman will take comfort and quality to the next level with the introduction of its new Premium Luxury Collection.

“Shifman believes getting a good night’s sleep is essential to a person’s overall health and happiness.  That’s why we don’t cut corners, we are truly dedicated to manufacturing the highest quality mattresses,” commented Bill Hammer, president of Shifman Mattresses.  “We have developed a strong relationship with Bloomingdale’s throughout the years and are thrilled that they are looking to the Shifman brand to further fuel the resurgence of the luxury market and capture new customers with the launch of our new collections.”

For 117 years, Shifman has been a family-owned business dedicated to crafting the finest handmade mattresses and boxsprings.  Craftspeople use a proprietary hand-tufting method to lock layers of the mattress securely in place, preventing shifting and ensuring long-term durability and comfort.  The boxsprings are eight-way, hand-tied with hourglass upholstery coils and tied with imported Italian twine.  Each mattress is filled with high-grade cotton for added comfort.  Most major manufacturers exclusively make one-sided mattresses in order to save on costs, but Shifman does not cut corners and continues to build two-sided mattresses.  This ensures the same level of comfort and durability on both sides of the mattress.  Shifman’s two-sided mattresses can be flipped, providing consumers with a longer lasting mattress and a more comfortable night’s sleep.

About Shifman Mattresses (www.shifmanmattresses.com)
Shifman is a leading designer and manufacturer of luxury, hand-crafted mattresses that are built with the same commitment to quality, integrity and true craftsmanship that the company was founded on 117 years ago. A family-owned company, Shifman operates under the management of the Hammer family.  In 2008, Shifman enhanced its facility with a 24,000 square foot, state-of-the-art warehouse addition in Newark, NJ.  Shifman has a proven track record of creating strategic partnerships with its dealers to increase retail profits and customer satisfaction.

About Bloomingdale’s (www.bloomingdales.com )
Bloomingdale’s is America’s only nationwide, full-line, upscale department store and a division of Macy’s, Inc. It was founded in 1872 and currently operates 41 stores in New York, New Jersey, Massachusetts, Pennsylvania, Maryland, Virginia, Illinois, Minnesota, Georgia, Florida, Nevada, and California.  In addition, in 2010 Bloomingdale’s opened its first international location in Dubai and will open four US outlet stores. Be sure to follow Bloomingdale’s on Facebook (www.facebook.com/bloomingdales) or Twitter (www.twitter.com/bloomingdales), and for more information, or to shop any time, visit www.bloomingdales.com.

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