What Novosbed does

Novosbed is a direct-to-consumer online mattress brand founded in 2009 by Sam Prochazka and headquartered in Edmonton, Alberta, where it operates as a brand under parent company GoodMorning.com Inc. The company sells a single core product - a premium memory foam mattress offered in three firmness levels (Soft, Medium, Firm) - constructed from 5th-generation high-density foam at 3.7 to 5 lbs/ft³ density, with vertical airflow channels for cooling, an Infinitex® wood-derived fibre cover that is machine-washable, and CertiPUR-US certified foam content. Accessories (foundations, adjustable pillows, sheet sets, mattress protectors, an adjustable bed frame, and a down-alternative duvet) extend the basket around the core mattress line.

The business model is DTC-only: Novosbed sells exclusively through novosbed.com to consumers in the United States and Canada, ships compressed-in-box via FedEx Ground from a Breinigsville, Pennsylvania distribution warehouse, and manufactures foam in Allentown, Pennsylvania. Pricing is held flat year-round (no flash sales) under a "Price Promise," starting at $799 USD for a Twin and $999 USD for a Queen, with financing offered at checkout through Affirm for US customers. Novosbed pioneered the 120-night risk-free sleep trial in 2009 and pairs it with full refunds, free returns with no restocking fee, and a 15-year warranty (first 10 non-prorated); returned mattresses are donated to charity or recycled.

Customers are individual consumers shopping for a household mattress across sleep positions (side, back, stomach), with body weight factored into firmness selection, as well as co-sleeping couples and a secondary bulk/volume segment for hospitality and rental use. Across 6,471 on-site reviews the product carries a 4.7/5-star rating and a 92% aggregate satisfaction score, the latter cited as ahead of Tempur-Pedic (80%), Purple (86%), and Saatva (90%) in third-party comparison coverage, with Reader's Digest naming Novosbed the USA's and Canada's Best Customizable Memory Foam Mattress.

Name

Novosbed

Legal name

Novosbed Inc.

Website

https://novosbed.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Novosbed is a Canadian direct-to-consumer brand selling a single high-density memory foam mattress in three firmness levels online to consumers in the US and Canada, with in-house US manufacturing, FedEx Ground fulfillment, and a 120-night sleep trial.

Ownership category

akta.pro rank

Product category

Memory Foam Mattresses

NAICS

Mattress Manufacturing (33791)

SIC

Household Furniture (2510), Plastics Foam Products (3086)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industries

Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF), Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Memory foam mattresses
• Direct-to-consumer bedding
• Online mattress retail
• Bed-in-a-box delivery
• Sleep accessories

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mattress Sales (One-Time): Novosbed generates revenue primarily through direct one-time sales of its memory foam mattresses and accessories (foundations, pillows, sheets, mattress protectors, adjustable beds, duvets) via its e-commerce website. No subscription or recurring revenue model is employed. Financing is offered through Affirm for US customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Novosbed manufactures and sells premium high-density memory foam mattresses direct to consumers through its own e-commerce website, novosbed.com. The mattress is offered in three firmness levels (Soft, Medium, Firm) and is supported by a 120-night risk-free sleep trial and 15-year warranty. Complementary sleep accessories (foundations, pillows, sheets, mattress protectors, adjustable bed frames, duvets) are sold alongside the mattress on the same site.

Product overview

Novosbed is a direct-to-consumer mattress company offering a single core product line: the Novosbed Memory Foam Mattress, available in three firmness levels (Soft, Medium, Firm). All mattresses feature 5th generation high-density memory foam, washable Infinitex covers, and vertical airflow technology. The product portfolio also includes complementary accessories such as a wood-frame foundation, adjustable memory foam pillow, sheet sets, adjustable bed frame, mattress protector, and duvet. Novosbed operates exclusively online with a 120-night sleep trial and 15-year warranty, selling directly to customers in the US and Canada.

Differentiator

Problem solved

Functional benefit

Products and services

• Novosbed Memory Foam Mattress Premium high-density memory foam mattress built on 5th-generation foam technology, available in three firmness levels (Soft, Medium, Firm). Features a removable machine-washable Infinitex cover, vertical airflow channels for cooling, and CertiPUR-US certified foams. Sold directly to consumers in the US and Canada with a 120-night sleep trial and 15-year warranty.
• Novosbed Foundation Quality wood-frame mattress foundation made with North American pine, designed to properly support Novosbed mattresses. Sold as an accessory alongside the mattress on novosbed.com.
• Adjustable Memory Foam Pillow Adjustable memory foam pillow offered as a sleep accessory that complements Novosbed mattresses and is available in sizes matching mattress dimensions.
• Sateen Cotton Sheet Set Sateen cotton sheet set sold as a bedding accessory in sizes that match Novosbed mattress dimensions.
• Podium Adjustable Bed Frame Adjustable bed frame offered as an add-on accessory designed to support Novosbed mattresses.
• Mattress Protector Mattress protector sold as a sleep accessory in sizes matching Novosbed mattress dimensions.
• Down Alternative Duvet Down alternative duvet sold as a bedding accessory to complement Novosbed mattresses.

Quantifiable outcome

• 92% aggregate customer satisfaction score vs. competitors' lower scores (Tempur-Pedic 80%, Purple 86%, Saatva 90%, Endy 92%)
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• FedEx GroundcoreChannel Partner/ Reseller/ DistributorFedEx Ground is the exclusive courier for Novosbed mattress deliveries within the continental United States. Packages are left at the door; signature is required for PayPal orders. This is the company's primary last-mile delivery partner and essential to its direct-to-consumer model.
• Local Charities and Recycling FacilitiesminorOthersReturned mattresses are donated to local charitable organizations where possible. In regions where donation is restricted by regulation, mattresses are recycled. The company has built a national network of logistics partners, moving companies, and charities to facilitate the return process.
• Sleep Like the DeadminorOthersThird-party mattress review aggregator cited as a source for owner satisfaction ratings by mattress type. Novosbed references Sleep Like the Dead data to support claims about memory foam's superior owner satisfaction vs. hybrid and innerspring mattresses.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Purple: DTC mattress brand built around proprietary hyper-elastic polymer grid technology. Comparable on DTC channel, sleep trial, direct competition for online mattress shoppers, and premium foam-adjacent positioning.
• Endy: Canadian DTC memory foam mattress brand owned by Sleep Country Canada. Directly comparable on geography (Canada focus), foam-only product, sleep trial, and online-only channel — Novosbed's most direct home-market competitor.
• Leesa: DTC foam and hybrid mattress brand with social-impact branding. Comparable on online mattress category, sleep trial, foam product offering, and donation-based returns program.
• Casper: Original DTC mattress-in-a-box disruptor offering foam, hybrid, and now stores. Directly comparable to Novosbed on product format, customer base, sleep trial, and DTC channel — Casper is the category benchmark Novosbed measures itself against.
• DreamCloud: DTC hybrid mattress brand offering premium-feel mattresses at mid-tier online pricing with sleep trials. Comparable on online channel, trial-based buying model, and competing for the same mid-market memory foam shopper.
• Tuft & Needle: Pioneer DTC foam mattress brand now owned by Serta Simmons. Closely comparable on product (foam mattress), customer segment (value-conscious online buyer), sleep trial, and DTC pricing strategy.
• Douglas (by GoodMorning.com): Sister brand under GoodMorning.com targeting the value-tier Canadian memory foam buyer. Directly comparable product (foam mattress, sleep trial, DTC), and a portfolio peer within the same parent company.
• Helix Sleep: DTC mattress brand offering a quiz-driven customization flow with multiple firmness options. Closely comparable to Novosbed's three-firmness model and online research-driven purchase journey.
• Saatva: Premium online mattress retailer selling innerspring, hybrid, and latex options with white-glove delivery. Comparable on online mattress category, sleep trial, and consumer review benchmarks where Saatva scores 90% vs Novosbed's 92%.

Broad incumbents

• Tempur-Pedic (Tempur Sealy): Incumbent memory foam market leader and the brand Novosbed explicitly positions against on price-for-spec. Comparable on memory foam category leadership, premium positioning, and increasingly on DTC channel and trial policies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/novosbed

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Novosbed