Novosbed
| Private | |
| ISIN | 🆔 |
| Industry | E-commerce, Bedding, Mattress, Memory foam |
| Founded 📆 | 2009 |
| Founder 👔 | Sam Prochazka, Andy Prochazka, Helenka Prochazka |
| Headquarters 🏙️ | , , |
Area served 🗺️ | Canada, United States |
| Products 📟 | Memory Foam Mattresses, Mattress Foundations, Bedding Accessories |
| Members | |
Number of employees | |
| 🌐 Website | [1] |
| 📇 Address | |
| 📞 telephone | |
Warning: Display title "Novosbed" overrides earlier display title "GoodMorning.com Inc.".
GoodMorning.com Inc. (formerly Novosbed Inc.) is a Canadian eCommerce mattress and sleep product company that launched one of the world's first online bed-in-a-box brands in 2009, called Novosbed[1]. GoodMorning.com is considered an early adopter of the direct-to-consumer business model[2] and invented the world’s first risk-free sleep trial for a mattress[3].
It is the largest independent online mattress retailer in Canada[4] selling mattress brands Novosbed, Douglas, Logan & Cove, Brunswick, Recore, Juno and Apollo. Its French name is BonMatin.com.
GoodMorning.com reached nearly $40 million in revenue in 2019[4]. In September 2020, The Globe & Mail reported that the company had a 3-year revenue growth of 398%[5]. In October 2020, Canadian Business and Maclean’s magazine reported 5-year revenue growth of 1088%[6].
GoodMorning.com’s CEO and president is Sam Prochazka[7]. In the fall of 2020, Prochazka said in an interview with Global News that GoodMorning.com was on track to sell 80,000 mattresses within the year[8].
History
Headquartered in Edmonton, Alberta, Canada, the company was co-founded in 2009 by siblings Sam Prochazka, Andy Prochazka, and Helenka Prochazka under the name Novosbed Inc[7]. It was financed with $40,000 of personal investment[9]. According to Fast Company, the company launched with the goal of selling quality mattresses without the traditional brick-and-mortar markup or the "annoying hassle of salespeople."
It has been described as a “retail disruptor” by the National Retail Federation due to its invention of the in-home sleep trial[10]. The trial allows customers to purchase a mattress online and sleep on it for several months before committing to it financially. Any returned mattresses are recycled or donated to a charity in need through the company’s donation program[11]. According to retail news website Retail Insider, the company's business model “changed the future of a multibillion dollar industry”[12] as mattress-in-a-box companies with sleep trials “exploded” from a handful to more than 150 in the mid-2010s[13]. In an interview with CBC News, Prochazka said the at-home risk-free sleep trial is “what made beds in boxes go viral.”[3]
In 2017, the company began expanding its product catalogue to include additional foam and spring-hybrid mattress brands at a variety of price points[14].
In 2019, Novosbed Inc. changed its name to GoodMorning.com Inc. and launched a new website under the same name that houses its full mattress product line, as well as sleep accessories[12]. A majority of GoodMorning.com’s mattress brands continue to operate on their own transactional websites.
GoodMorning.com founders and twin brothers[15] Sam and Andy Prochazka are also two of the four founders behind Article[16], a direct-to-consumer, Vancouver-based furniture brand that launched online in 2013[17]. Article is grossing more than $100 million in annual revenue[18].
Brands
All GoodMorning.com mattress brands offer free returns, a 120-night in-home sleep trial and a 15-year warranty[19]. They are manufactured and shipped in Canada[3]. US orders for GoodMorning.com’s original memory foam mattress brand, Novosbed, are manufactured in Pennsylvania[11]. All GoodMorning.com mattress brands are available in six standard sizes and are CertiPUR-US® certified[20].
Novosbed
The Novosbed mattress launched in 2009[9].
It is 11-inches thick and made with 5th-generation memory foam, transition memory foam and polyfoam[21].
Novosbed is available in three firmness levels (soft, medium, and firm) and has a removable Tencel cover[21]. Customers can order a "Comfort+ Kit" 30 days after delivery to adjust the firmness of their mattress[22].
In 2014 Buzzfeed compared Novosbed mattresses to those of more mainstream brick-and-mortar store brands like Tempur-Pedic both in terms of quality and customer satisfaction, but noted they are substantially less expensive[23].
Douglas
The Douglas mattress launched in 2017[14].
It is considered a medium-firm mattress and moderately priced[24]. It has three layers of foam and is ten inches thick[25]. The first layer is six inches of support foam designed to eliminate motion transfer[24]. The second layer is two inches of Elastex foam which, according to Canadian Living, is like latex, but made without the harmful chemicals or allergens found in some latex products. The top layer is two inches of cooling gel foam called EcoLight and is said to absorb heat to prevent overheating at night. The EcoLight foam is manufactured using 40% less carbon than traditional memory foam[26].
In 2020, Douglas released mattress sizes for RVs[27].
Logan & Cove
The Logan & Cove mattress launched in 2018[28].
It is considered “extra-tall” at 14-inches and is a spring-foam hybrid mattress with a pillow-top[29]. It comes in two firmness options (Luxury Firm and Medium Plush) and has pocketed coils[29]. The pillow-top has a Tencel cover. According to SleepFoundation.org, the inside of the pillow top is a silk blend designed to keep microbes away and allow room for air circulation. The bio foams are soy-based and therefore considered more eco-conscious than traditional foams[29].
Brunswick
The Brunswick mattress launched in 2019[14].
It is a 12-inch medium-firm spring-foam hybrid mattress and is moderately priced.[30]. Its cover is made of polyester and hemp fibers farmed in Canada[30]. Hemp fibers are said to make the mattress cover more breathable and durable[30]. According to SleepFoundation.org, the interior construction of the Brunswick involves five layers, the top two of which are inside the cover as part of a euro-style pillow-top. The third layer is a gel-infused memory foam. The fourth layer is a transition polyfoam. The fifth layer is the support core, which is made up of zoned pocketed innerspring coils that are said to accommodate the body’s weight distribution[30].
Recore
The Recore mattress launched in 2019[14].
It measures 10.5-inches tall and is considered a medium-firm mattress.[31]. It has a top layer made of synthetic latex and a 2-inch layer of polyfoam with an infusion of gel intended to cool the mattress, according to SleepFoundation.org. The support core consists of 7-inches of polyfoam. The mattress cover is removable and machine washable and has silver-coated threads, which have antimicrobial properties[31].
Juno
The Juno mattress launched in 2019[28].
It is considered a “budget-friendly” mattress due to its low price. It is 8-inches thick.[32]. Juno is composed of two layers: a gel-infused polyfoam comfort layer over a high-density polyfoam support core[32]. Sleep.org considers it medium-firm, and ideal for support, pressure relief and motion isolation for individuals weighing less than 105 kilograms[32].
Apollo
The Apollo launched in 2020[12].
It is a 12-inch spring-foam hybrid mattress with a medium-firm feel and uses micro-coils and copper-infused memory foam as dual cooling agents[12]. Apollo also has what SleepFoundation.org considers a high-grade cover designed to wick away moisture and feel cool to the touch[33]. The mattress consists of five layers.
In a 2020 story by Retail Insider, Apollo was referred to as GoodMorning.com’s most “technologically advanced” mattress to date[12].
Donation Program
In 2014, GoodMorning.com (formerly Novosbed Inc.) was referred to as the "Warby Parker of mattresses" because of its lengthy in-home sleep trial, its money-back guarantee, and the donation of returned mattresses to charities throughout North America[9]. The company’s philanthropy dates back to 2010[34]. In a 2014 BBC News interview, the company’s return rates were said to be 3%, substantially below the industry average of 10%[35]
In 2020, GoodMorning.com formed a charity partnership with the Make-A-Wish Foundation of Canada and donated $50,000 in new beds to children across Canada fighting critical illnesses during the COVID-19 pandemic.[36]
Awards
- The Globe & Mail Report on Business Canada’s Top Growing Companies (2020)[5]
- Canadian Business and Maclean’s Canada’s Fastest-Growing Companies (2020)[6]
- Start Alberta Tech Awards: Fast Growth Over $5M (2020)[37]
References
- ↑ "Industry Interrupted: What's so great about a bed in a box?". The Globe and Mail. 2020-11-01. Retrieved 2021-01-06. Unknown parameter
|url-status=ignored (help) - ↑ "Ep 132: Product Centric Marketing with Sam Prochazka, Co-Founder and CEO of GoodMorning.com". Mindful Marketing Podcast. Retrieved 2020-12-30. Unknown parameter
|url-status=ignored (help) - ↑ 3.0 3.1 3.2 "Live Radio | CBC Listen". CBC Listen. Retrieved 2020-12-29. Unknown parameter
|url-status=ignored (help) - ↑ 4.0 4.1 "David Staples: Edmonton man behind Canada's biggest independent online mattress company". edmontonjournal. Retrieved 2020-12-29.
- ↑ 5.0 5.1 "Canada's top growing companies: 2020". Retrieved 2020-12-29.
- ↑ 6.0 6.1 "Growth List 2020: No. 79 - GoodMorning.com - Canadian Business". www.canadianbusiness.com. Retrieved 2020-12-29.
- ↑ 7.0 7.1 Jermyn, Diane. "After frustrating mattress buying experience, twins launch own brand online". The Globe and Mail. Retrieved 2020-12-29. Unknown parameter
|url-status=ignored (help) - ↑ "Edmonton company thriving due to boom in mattress industry | Watch News Videos Online". Global News. Retrieved 2020-12-29.
- ↑ 9.0 9.1 9.2 Gayomali, Chris (2014-07-30). "This Is What Happens When You Order From The Warby Parker Of Mattresses". Fast Company. Retrieved 2020-12-29.
- ↑ Soltes, Fiona (September 2014). "Breaking the Norm" (PDF). National Retail Federation, www.NRF.com. September 2014: 22 – via Global Retail Alliance.
- ↑ 11.0 11.1 "How online retailer Novosbed is giving the mattress industry a wake-up call". financialpost. Retrieved 2020-12-29.
- ↑ 12.0 12.1 12.2 12.3 12.4 "Canadian Mattress Brand 'GoodMorning.com' Sees Phenomenal Growth with Plans for Expansion". Retail Insider. 2020-01-24. Retrieved 2020-12-29.
- ↑ "Edmonton mattress in a box | Radio Active with Adrienne Pan | Live Radio | CBC Listen". CBC Listen. Retrieved 2020-12-29.
- ↑ 14.0 14.1 14.2 14.3 "About GoodMorning.com | GoodMorning.com". www.goodmorning.com. Retrieved 2020-12-29.
- ↑ Prochazka, Sam (2014-04-21). "How to Run a Family Business Without Killing Each Other". Entrepreneur. Retrieved 2021-01-06.
- ↑ "Modern, Mid-Century and Scandinavian Furniture | Article". www.article.com. Retrieved 2020-12-29.
- ↑ "How Article shook up a staid industry to become Canada's Fastest-Growing Company - Canadian Business". www.canadianbusiness.com. Retrieved 2021-01-06.
- ↑ "How Twin Brothers from Western Canada Founded 2 Rapidly-Growing Direct-to-Consumer Home Furnishings Brands". Retail Insider. 2020-10-29. Retrieved 2020-12-29.
- ↑ "The Great Canadian Mattress Company | GoodMorning.com". www.goodmorning.com. Retrieved 2020-12-29.
- ↑ Team, C. L. C. "Companies Selling Products Containing Certified Foam". CertiPUR-US. Retrieved 2020-12-29.
- ↑ 21.0 21.1 "Novosbed Mattress Review 2021". Sleep Foundation. Retrieved 2020-12-29.
- ↑ "The Upstarts: Online Mattress Brands By the Dozens » BedTimes Magazine". BedTimes Magazine. 2016-08-22. Retrieved 2020-12-29.
- ↑ Probus, Jessica. "13 Cheaper Alternatives To Life's Expensive Necessities". BuzzFeed. Retrieved 2020-12-29.
- ↑ 24.0 24.1 Davidson, Alexandra Donaldson-Linda Cotrina- Marianne. "Casper, Douglas or Endy—which mattress is right for you?". Canadian Living. Retrieved 2020-12-29.
- ↑ "Douglas Mattress Review (2021)". Sleep Foundation. Retrieved 2020-12-29.
- ↑ Lau, Lucy (2019-08-23). "Who Makes Canada's Best Mattress-in-a-Box?". Western Living Magazine. Retrieved 2020-12-29. Unknown parameter
|url-status=ignored (help) - ↑ "Premium RV Mattresses: 3 Sizes | Made in Canada | Douglas". Retrieved 2020-12-29.
- ↑ 28.0 28.1 "About GoodMorning.com | GoodMorning.com". www.goodmorning.com. Retrieved 2020-12-29.
- ↑ 29.0 29.1 29.2 "Logan & Cove Mattress Review 2021". Sleep Foundation. Retrieved 2020-12-29.
- ↑ 30.0 30.1 30.2 30.3 "Brunswick Mattress Review 2021". Sleep Foundation. Retrieved 2020-12-29.
- ↑ 31.0 31.1 "Recore Mattress Review (2021)". Sleep Foundation. Retrieved 2020-12-29.
- ↑ 32.0 32.1 32.2 "Juno Mattress Review". Sleep.org. Retrieved 2020-12-29.
- ↑ "Apollo Mattress Review 2021". Sleep Foundation. Retrieved 2020-12-29.
- ↑ "Truckload of New Mattresses for Boys & Girls Clubs". PRWeb. Archived from the original on 2023-07-16. Retrieved 2020-12-29.
- ↑ Barton, Eric. "Why that workplace star wasn't a good hire". www.bbc.com. Retrieved 2020-12-29.
- ↑ "Sleep an elusive thing for weary new parents". calgaryherald. Retrieved 2020-12-29.
- ↑ "Athennian, CDL-Rockies, Symend among winners of 2020 Start Alberta Awards | BetaKit". 2020-11-17. Retrieved 2020-12-29.
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