931 Roanoke Avenue ~ Roanoke Rapids, NC 27870 - (252) 537-2528

New for 2016 - England Comfort Center

Since 1964, England has been building quality upholstered furniture in the foothills of East Tennessee. England was co-founded by Charles, Eugene, and Dwight England whose goal was to provide employment to the people of Appalachia. Having long been recognized for quality and its rapid delivery system, England attracted the attention of La-Z-Boy and in 1995 England was acquired by La-Z-Boy to operate as an independent division.

With over 500 fabrics and leathers to choose from, England is known for providing its customers a large choice of options without a long build cycle. England delivers most orders in as few as 21 Days – so you do not have to wait long to enjoy your new furniture.

iComfort® Sleep System

Introduce yourself to the mattress that revolutionized memory foam.

Serta changed the memory foam mattress category forever when they introduced the iComfort® Sleep System in 2011. These mattresses featured the world's first memory foam infused with the support and cooling touch of our own MicroSupport® gel. Since its introduction, the iComfort Sleep System has helped people get the comfort they need without the potential negatives associated with traditional memory foam sleep systems. In fact, 98% of iComfort owners surveyed are satisfied with their mattress purchase and 97% would recommend iComfort to a friend or colleague. (Source: GFK Buyer Satisfaction Study, 2012)

Now, there are three iComfort mattress collections to choose from, each with a variety of models ranging in feel from extra-firm to luxuriously plush – so you can find the iComfort model that meets your unique comfort preference. And, all of our iComfort mattresses are compatible with a Serta® Adjustable Foundation for a completely customizable bedroom experience.

Come and visit our showroom at 931 Roanoke Ave in Roanoke Rapids.

About Shell Furniture Co. INC.

SHELL FURNITURE CO. INC. is proudly celebrating 2016 as its 112TH year in business. L.G. Shell founded the Co. in 1904. and at that time they sold furniture, clothing and food items. They were located at the corner of I 1 Street & Roanoke Avenue I n the early 1930s Shell moved to its current location at 931 Roanoke Avenue and began selling furniture & appliances. They no longer sell many appliances but they offer one of the largest selections of LaZ-Boy recliners - SERTA mattresses - and a long list of other fine furniture manufacturers goods in the area.

The current owner, Cliflon R. Daniel, started his career in the furniture business in 1957 delivering furniture and installing carpet. He started his association as owner and manager of Shell Furniture Co. Inc. in 1975 and now has 56 years experience. In 1976 they moved furniture into the building next door doubling the size of the store. Shell Furniture's entire staff is fully experienced in the furniture business and should be able to help you with any of your furniture or mattress needs.

SHELL FURNITURE CO. INC. is proudly celebrating 2014 as its 110TH year in business!


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931 Roanoke Avenue ~ Roanoke Rapids, NC 27870 - (252) 537-2528

Monday -Saturday, 9:00am - 5:30pm - Wednesdays only, 9:00am - 12:30pm
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