What FoamOnline does

FoamOnline, operated by parent entity Upholstery Decor, Inc., is a US e-commerce specialty retailer of custom-cut and stock foam products founded in 1999 and headquartered in Goleta, California. The company sells directly to residential DIY consumers and commercial buyers through foamonline.com, offering more than 18 foam types spanning economy Polyurethane through premium Qualux, High Resilience, Dunlop Latex, Gel-Infused Memory Foam, and Dry Fast Outdoor Foam, plus finished mattresses, mattress toppers, mattress protectors, acoustic foam, packaging foam, pillows, custom covers, and upholstery supplies. Core differentiation centers on computer-controlled automated cutting machines that produce precision custom shapes (T-Cushion, L-Cushion, Trapezoid, Cylinder, Bolster, Wedge, Triangle, and freeform Custom Shapes) in any foam type and eight firmness levels, complemented by value-added services such as Dacron wrapping and foam lamination.

The business runs as a product-led, self-serve DTC e-commerce model priced per unit, with square/rectangle foam starting at $1.00, foam samples at $5.00, bulk foam rolls up to $1,054.95, and mattress protectors ranging $45.95–$69.99. Orders ship directly to consumers with free shipping on purchases over $150 to the contiguous US. Customer acquisition relies on content marketing (blog, foam type education, ILD charts, FAQs), organic social across YouTube (FoamWizard), X, Instagram, LinkedIn, and Facebook, plus Trustindex-powered customer reviews and direct phone/email support with foam specialists. A wholesale program serves merchant accounts for bulk buyers, while the company holds CertiPUR-US certification on most foam SKUs and BBB accreditation under parent Upholstery Decor, Inc. (DCA #B125122).

The platform has no native mobile application, no public API, and operates entirely from a single Goleta, CA location. Distribution is wholly domestic to the contiguous United States. No outside funding rounds, investor disclosures, headcount figures, or revenue figures are public.

Name

FoamOnline

Legal name

Upholstery Decor, Inc.

Website

https://foamonline.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

FoamOnline is a US e-commerce retailer selling custom-cut and stock foam products, mattresses, cushions, acoustic foam, and upholstery supplies to residential DIY consumers and commercial buyers since 1999 via a self-serve online platform.

Ownership category

akta.pro rank

Product category

Custom-cut foam products

NAICS

Urethane and Other Foam Product (except Polystyrene) Manufacturing (326150), Urethane and Other Foam Product (except Polystyrene) Manufacturing (32615), Polystyrene Foam Product Manufacturing (32614)

SIC

Plastics Foam Products (3086), Miscellaneous Plastics Products (3080)

akta.pro primary industry

Foam Conversion & Fabrication (Cutting, Laminating, CNC, Packaging Inserts) (IMANAIAJ)

akta.pro secondary industries

Polyurethane (PU) Flexible Foam Manufacturing (IMANAIAC), Foam Protective Packaging (EPS/EPE/EPP, PU, Molded Foam) (IMALAFAA), Polymer Foams & Cellular Materials (PU Foams, EPS/XPS, Structural Foams) (IMAEANAL)

Keywords

• Custom-cut foam
• Foam mattresses
• Upholstery foam
• Acoustic foam panels
• Packaging foam

Headquarters

HQ city

Goleta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Foam Product Sales: One-time purchase model for custom-cut and pre-cut foam products sold directly through e-commerce website. Products include foam sheets, mattresses, cushions, pillows, and specialty foams in various types, sizes, and firmness levels. Additional services include Dacron wrapping and foam lamination for an upcharge

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

FoamOnline sells custom-cut and pre-cut foam products directly through its e-commerce website, including foam shapes (square, T, L, trapezoid, cylinder, bolster, wedge, triangle, and fully custom), 18+ foam types, complete foam mattresses and toppers, acoustic foam, packaging foam, pillows, custom covers, and upholstery supplies. Orders are produced on computer-controlled automated cutting machines with quality control, with options for Dacron wrapping and foam lamination, and ship directly to U.S. customers.

Product overview

FoamOnline is an e-commerce foam products company offering custom-cut and standard foam products for residential and commercial customers since 1999. The company operates as a single unified e-commerce platform with multiple product categories including: custom-cut foam shapes (Square, Rectangle, T-Cushion, L-Cushion, Trapezoid, Cylinder, Bolster, Wedge, Triangle), 18 distinct foam types (Qualux, High Resilience, Soft, Lux, Blue, High Density, Conventional, Polyurethane, Dry Fast, Rebond, Rebond Light, Hard, Gel-Infused Memory, Memory, Dunlop Latex, Charcoal, Charcoal Light, and specialty Latex varieties), mattresses (Foam Mattress, Latex Foam Mattress, Memory Foam Mattress), mattress accessories (Mattress Topper, Memory Foam Mattress Topper, Latex Foam Mattress Topper, Mattress Protector), seat and cushion solutions (Custom Cut Cushions, Replacement Cushions, and application-specific cushions for Bar Stools, Bay Windows, Dining Chairs, Outdoor, Patio, Restaurants/Bars, RVs/Vans, Synagogues/Churches), acoustic foam products (Egg Crate, Pyramid, Wedge Acoustic variants), packaging foam, foam sheets, foam samples, and upholstery supplies (Dacron, spray adhesives, fabrics, webbing, zippers). The company uses computer-controlled automated machines for precision cutting, backed by quality control. Services include foam lamination and Dacron wrapping. CertiPUR-US certification applies to most foam products.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom-Cut Foam Shapes Custom-cut foam offered in eight standard shape templates (Square/Rectangle, T-Cushion, L-Cushion, Trapezoid, Cylinder, Bolster, Wedge, Triangle) plus fully custom shapes, in 18+ foam types and multiple firmness levels, for seat cushions, mattresses, packaging, and creative projects.
• Qualux Foam Premium upholstery foam with density 2.5–3.0 lb/cubic ft and ILD 35–61, used in top-end upholstery and mattresses; CertiPUR-US certified with ~15-year typical lifespan.
• High Resilience Foam Top-quality foam with density 2.50–3.0 lb/cubic ft and ILD 10–100 used in top-of-the-line furniture, yachts, and mattresses; CertiPUR-US certified.
• Memory Foam Premium memory foam with density 2.50–2.60 lb/cubic ft and ILD 12 offering pressure relief, motion isolation, and contouring; CertiPUR-US certified.
• Gel-Infused Memory Foam Premium memory foam blended with blue gel for cooling and heat dissipation; ILD 10.9, density 3.20 lb/cubic ft, Very Soft firmness only, ~8-year typical lifespan.
• Dunlop Latex Foam Premium rubber-based foam at 5.9 lb/cubic ft density with pincore perforations for ventilation; Medium firmness only; non-allergenic and anti-microbial.
• Dry Fast Foam Open-cell foam at ILD 105 with 60% compression that is non-water absorbent, won't mold/rot/mildew, and is antimicrobial; used for outdoor, pool, boat, and air/water filter applications.
• Charcoal Foam Charcoal-colored foam at 1.8 lb/cubic ft density with Extra Firm ILD 85.9 used for packing, shipping, acoustical dampening, soundproofing, and case foam inserts; CertiPUR-US certified.
• High Density Foam Industrial grade medium-quality foam at 1.80–1.85 lb/cubic ft density with ILD 18.9–85.9; the most commonly used foam in furniture manufacturing; CertiPUR-US certified.
• Conventional Foam Medium-quality foam at 1.50 lb/cubic ft density with ILD 15.7–56.9 used for couch backing cushions, occasional-use mattresses, and mattress toppers; CertiPUR-US certified.
• Polyurethane Foam Commercial-grade economy foam at 1.20–1.25 lb/cubic ft density with ILD 17.3–50.5 used for packaging, shipping, storage, and crafts; CertiPUR-US certified.
• Lux Foam Very good quality foam (also known as Evlon) at 1.95–2.20 lb/cubic ft density with ILD 19–45.5; ~6-year longevity for upper-scale furniture seating and mattresses; CertiPUR-US certified.
• Blue Foam Good quality blue-colored foam at 1.90 lb/cubic ft density and ILD 33 offering balanced price-to-performance for furniture and bedding; CertiPUR-US certified.
• Soft Foam Super soft High Resilience-type foam at ILD 10 used for furniture backing and pressure-relieving mattress toppers; ~12-year typical lifespan; CertiPUR-US certified.
• Hard Foam Premium hard foam at ILD 240 and density 4.50 lb/cubic ft engineered for orthopedic supports, heavy-duty seating, and industrial padding; ~12-year typical lifespan; CertiPUR-US certified.
• Rebond Foam Premium rebond foam at 8.0 lb/cubic ft density with ILD 140, mildew-resistant Super Firm, for high-impact usage including carpet padding, motorcycle seats, and bar seats.
• Foam Mattress Complete foam mattress made entirely of high-quality foam, available in Twin through California King sizes with foam types including Qualux, High Resilience, Lux, Blue, High Density, Conventional, Polyurethane, Soft, Gel-Infused Memory, and Memory Foam.
• Memory Foam Mattress Memory foam mattress that molds to the body using heat and weight to provide spinal alignment, pressure relief, motion absorption, and hypoallergenic comfort; available in Gel-Infused and standard Memory Foam.
• Latex Foam Mattress Natural and Organic Latex foam mattress in Twin to King sizes with 2", 3", and 6" thickness options; provides buoyant support, pincore ventilation, and hypoallergenic properties; GOLS- and Oeko-Tex-certified.
• Mattress Topper Economical foam topper available in Qualux, High Resilience, Lux, High Density, Conventional, and Polyurethane foam types, providing an alternative to buying a new mattress.
• Memory Foam Mattress Topper Viscoelastic memory foam topper that contours to body shape to alleviate pressure points; lighter and more manageable than a full memory foam mattress.
• Latex Foam Mattress Topper Latex foam topper providing buoyant support and rebound; hypoallergenic open-cell structure with pincore holes for airflow; available in 1–3 inch thickness.
• Mattress Protector Bedbug-proof and waterproof mattress protector with 100% Polyester surface and 100% Polyurethane backing; fits mattresses 6"–18" thick; 15-year limited warranty; priced $45.95–$69.99 by size.
• Acoustic Foam Sound-absorbing foam designed to reduce echoes and reverberation time in studios, home theaters, offices, and gaming rooms; includes Egg Crate, Pyramid, and Wedge variants in Charcoal and Charcoal Light densities.
• Egg Crate Foam Egg crate shaped foam with cone design used as mattress toppers, packaging, camping pads, and seating cushions for airflow and pressure relief; available in 2" and 4" total thicknesses.
• Packaging Foam Foam for packaging and shipping protection, including Polyurethane foam, Charcoal Foam Light, and Charcoal Foam variants designed to absorb shocks during transportation.
• Foam Sheets Pre-cut foam sheets in Polyurethane, Charcoal, Dry Fast, High Density, Lux, High Resilience, and Rebond foam types available in various sizes for DIY crafts and professional projects.
• Polyurethane Foam Roll Polyurethane foam roll at 1.20 lb density, Medium Firm firmness, 56" wide, available in 1/4", 1/2", and 1" thickness; ~16 yards/50 feet per roll; for packaging, shipping, storage, and auto upholstery; priced $2.00–$400.00.
• Closed Cell Foam Roll Cross-linked closed cell foam roll at 2.0 lb density, 60" wide, available in 1/8" to 1/2" thickness; waterproof, mold/mildew-resistant, with soundproofing and thermal insulation properties; priced $5.50–$1,054.95.
• Foam Samples 7" × 7" × 2" foam samples of all available foam types and firmnesses priced at $5.00 per sample with free shipping, allowing customers to test foam before purchasing.
• Pillows Pillows in Polyester Fiber, Duck Down Feather, Goose Down Feather, Natural Latex Pincore, Shredded Memory Foam, Vintage Floral Throw, plus pillow covers.
• Custom Covers Custom fabric covers for cushions and furniture.
• Upholstery and Foam Supplies Upholstery and foam working supplies including Dacron batting, Bean Bag Pellets, Cotton Batting, Kapok Fiber, Shredded Foam, Spray Adhesive, Silicone Spray, Burlap, Down Ticking Fabric, Dust Cloth Fabric, Jute/Rubber Webbing, Nylon Zippers, and Velcro Hook and Loop.

Quantifiable outcome

• Free shipping on orders $150+ (Contiguous US)
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• FoamOrder: FoamOrder sells custom-cut foam shapes, mattresses, toppers, and specialty foam online, directly competing with FoamOnline in DIY upholstery, bedding, and cushion replacement use cases.
• Foam Factory: Foam Factory is a direct competitor offering custom-cut foam, foam mattresses, and replacement cushions for residential and commercial customers through a similar e-commerce model with a wide foam-type catalog.
• The Foam Shop: The Foam Shop is a custom foam fabricator offering cut-to-size foam, packaging foam, and acoustic foam products to consumers and small businesses, closely mirroring FoamOnline's shape-based configurator model.

Emerging players

• Casper Sleep: Casper is a DTC mattress brand that has expanded into foam toppers, pillows, and sleep accessories; it competes indirectly with FoamOnline's mattress and topper lines and could expand further into custom-cut foam.
• Tuft & Needle: Tuft & Needle sells DTC foam mattresses, bed-in-a-box products, and sleep accessories; it competes with FoamOnline's mattress line for online foam-bedding buyers.

Broad incumbents

• FXI (formerly Foamex): FXI is a major producer of polyurethane and specialty foams for bedding, furniture, and industrial applications, supplying OEMs that FoamOnline also serves with replacement and custom-cut foam.
• Leggett & Platt: Leggett & Platt is a diversified bedding and furniture components manufacturer with foam, mattress, and adjustable bed lines; relevant as a broad incumbent in the same end markets FoamOnline targets.
• Carpenter Co. Carpenter Co. is the largest U.S. manufacturer of polyurethane foam and a major supplier of polyester fiber, serving bedding, furniture, and packaging markets; it competes as an upstream supplier and as a downstream brand through private-label and branded foam products.
• Tempur Sealy International: Tempur Sealy is the largest U.S. mattress manufacturer, with Tempur-Pedic and Sealy brands selling memory foam mattresses, toppers, and bedding accessories that overlap with FoamOnline's mattress and topper offerings.

Others

• McMaster-Carr: McMaster-Carr is a broad industrial supplies catalog company that sells foam sheets, foam rolls, and packaging foam in standard sizes; it serves overlapping industrial buyers even though it does not offer custom-cut foam.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Foamonlinecom
• YouTubeyoutube.com/user/FoamWizard
• Facebookfacebook.com/Foamonlinecom-150266481720237
• LinkedInlinkedin.com/company/foamonline
• Instagraminstagram.com/foamonline

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FoamOnline