Meet&CoNEWARK, N.J. — Shifman Mattress Co. is introducing two updated mattress collections at the April High Point Market, aiming to expand luxury merchandising opportunities and drive incremental revenue for its independent retail partners.
The luxury bedding manufacturer is unveiling Devotion, a completely reengineered core line, alongside new additions to its Pure Comfort latex collection. Both are designed to strengthen Shifman’s presence in premium segments while reinforcing its long-standing distribution strategy focused on independent dealers.
Devotion replaces the company’s previous core lineup and has been redesigned “from cover to coil,” incorporating natural materials, upgraded comfort components, and enhanced merchandising flexibility. Entry-level models feature a new pocketed coil system, updated fabrics, and a wider range of comfort options. All models across the line are now adjustable bed base compatible—a feature the company noted creates opportunities for retailers to increase average tickets through sleep system sales.
Upper-end Devotion models continue to showcase Shifman’s handcrafted heritage, including patented hand-tufting, all-natural cotton, and the company’s working box spring construction.
Andi Jones, Shifman’s Director of Product Development, stated that with Devotion, the company is raising the luxury standard by offering broader comfort choices and the revenue opportunity of adjustable-base compatibility while redefining how luxury mattresses are presented for its exclusive retail partners.
Alongside Devotion, Shifman is expanding its Pure Comfort line—a six-model, coil-free latex collection aimed at consumers seeking all-foam, natural sleep solutions. Made with GOLS-certified latex, the collection uses hypoallergenic foam layers designed for pressure relief and body-contouring support. Like Devotion, the line is fully adjustable-base compatible.
Jones noted that latex mattresses have evolved from a specialty niche into a core category for many retail partners, and Pure Comfort offers a competitively positioned natural latex collection without compromise.
Bill Hammer, Shifman President, emphasized that exclusive retail partnerships remain central to the company’s distribution strategy. He stated that the new collections are designed to help independent retailers better tell the Shifman story while capturing a broader share of the luxury consumer audience and expanding revenue opportunities.
