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SureFit covers Macy's with shop

Looking to heighten its profile, slipcover specialist Sure Fit Inc. opened a shop in Macy's New York City store earlier this month.

The 720-square-foot shop is adjacent to sheets and down comforters and features a comfortable living room environment with furniture showcasing Sure Fit's range of slipcovers and decorative pillows.

Also contained within the space are swatches, promotional signage and two televisions constantly running informational videos. Currently, 33 slipcover patterns and their matching pillows are on display in the wood fixtures. Sure Fit, however, plans to increase the number of patterns to 41 in February, which will represent twice the number of patterns usually offered in retail stores.

"The breadth of selection is incredible," said Bert Shlensky, president and ceo of Sure Fit. "For example, there are eight colors of cotton duck for the customer to choose from."

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