Quick Answer: Bloom is the internal mattress-in-a-box brand of Canada's largest mattress chain, created by its Sleep Innovation team in 2017. The lineup ranges from $319 (Bloom River) to $959 (Bloom Luna) for Queen size. The mattresses use CertiPUR-US certified foam with gel and charcoal infusion for cooling. Build quality is reasonable for the price, especially at the budget end. The catch? Bloom is sold exclusively through its parent chain's channels, which means you are bound by that chain's return policy: no cash refunds, in-store credit only, with a $99 exchange fee inside a 100-night window. For the mattress itself, it is decent. For the buying experience, there are better options.
Brad Grose, founder, Mattress Miracle, family owned in Brantford since 1997, with 40+ years in the mattress industry: "Bloom is a private-label foam mattress made for a national retailer. The construction is fine at the bottom of the lineup, but once you move past $700 you are paying retail-chain margins on undisclosed foam densities. We publish coil counts and foam specs at Mattress Miracle because customers deserve to know what they are sleeping on."
13 min read
Who actually makes Bloom mattresses?
Bloom is not an independent mattress company. It is a private-label brand created in 2017 by Canada's largest mattress retailer, which markets Bloom as "Canada's leading mattress-in-a-box" and uses the tagline "A Bloom for Every Room," positioning different models for master bedrooms, guest rooms, kids' rooms, and dorm rooms.
Here is the ownership chain: Fairfax Financial Holdings (Toronto, $30B+ market cap) owns Canada's largest mattress retail chain ($1.7B acquisition, October 2024), which created Bloom as an internal brand.
The same chain also owns Endy, Silk & Snow, Casper Canada, Hush, Dormez-vous, and (as of 2025) the Canadian rights to Bed Bath & Beyond. Bloom is the only brand in this portfolio it built from scratch rather than acquiring.
Why This Matters
Bloom mattresses are sold exclusively through the chain's own stores, Dormez-vous locations, Amazon.ca, and Walmart.ca (through the chain's distribution). You cannot buy a Bloom at an independent mattress store. This means your entire customer experience, from purchase through warranty claims, goes through one company's systems.
What models and prices are in the Bloom lineup?
As of February 2026, Bloom offers eight models ranging from budget to mid-range. All prices are for Queen size in CAD:
Budget Tier ($319-$439)
Bloom River - $319
The entry-level option. All-foam construction at approximately 7 inches. Basic cooling features. This is the "dorm room" mattress. At this price, expectations should be calibrated accordingly. It will be more comfortable than a futon but do not expect it to last more than 3-4 years with nightly use.
Bloom Earth - $439
An 8-inch gel memory foam mattress with charcoal-infused aerated foam for breathability. CertiPUR-US certified. Machine-washable cover. Decent value for a guest room or child's bedroom where weight and nightly use are lighter.
Mid-Range ($559-$719)
Bloom Mist - $559
Gel memory foam top layer with charcoal-infused base. Machine-washable cover. Cooling gel technology. This is where Bloom starts competing with Endy ($895) on features, though the foam density likely lags behind (the foam densities are not published, which is telling).
Bloom Air - $639
All-foam construction with cooling features. Positioned between the Mist and Cloud as an airflow-focused option.
Bloom Cloud - $719
The top model in the mid-range. A 10.5-inch mattress with gel memory foam, bamboo charcoal-infused foam core, and a copper-infused organic cotton cover that is removable and machine-washable. This is Bloom's best-value model in our assessment. The copper infusion and organic cotton cover are features you typically see at higher price points.
Premium Tier ($959)
Bloom Sol - $959
Premium all-foam construction. At this price, you are overlapping with Endy ($895) and approaching Douglas ($799 for a better-reviewed product). The value proposition weakens here.
Bloom Luna - $959
Another premium option at the same price point as the Sol.
Bloom Luna XF - $959
Extra-firm variant of the Luna. Good that they offer a firm option, as most bed-in-a-box brands skew medium.
Our Take on the Lineup
The best value in the Bloom lineup is the Cloud at $719. Below that, the Earth ($439) works for guest rooms and kids' rooms. Above $719, the value drops sharply. At $959, you are paying chain-store premium pricing for a private-label product when brands like Douglas ($799 with a 365-night trial) offer better specs and more generous return policies.
What materials and construction are inside a Bloom mattress?
Bloom uses CertiPUR-US certified foams across the lineup, which means the foam meets standards for emissions, durability, and content (no formaldehyde, no PBDE flame retardants, low VOC emissions). This is a good baseline, though it is worth noting that most reputable mattress brands meet this standard. It is not a differentiator.
Common materials across Bloom models:
- Gel memory foam: Used in comfort layers for pressure relief and cooling
- Charcoal-infused aerated foam: Activated charcoal for temperature regulation and moisture wicking. The aeration (tiny holes in the foam) improves airflow.
- Copper-infused cotton cover (Cloud model): Copper has antimicrobial properties and conducts heat away from the body. The organic cotton outer is a genuine quality feature.
Why Foam Density Predicts Lifespan
Research published in Sleep Medicine Reviews indicates that mattress support degradation correlates with material density and resilience, and is a documented factor in spinal alignment and sleep quality over time. The Canadian Chiropractic Association recommends mattresses that maintain even support across the sleep surface for the lifespan of the product, since uneven impressions develop into pressure points that can aggravate back pain. Foam density (measured in lb/ft3) is the spec that determines how long a foam mattress holds its shape.
What Bloom Does Not Tell You
Bloom does not publish foam density specifications. This is the single most important durability metric for a foam mattress, and they leave it out. For context:
- Silk & Snow (owned by the same parent) publishes their foam densities: 4 lb/ft3 memory foam
- Novosbed publishes theirs: 3.7-5 lb/ft3
- Endy does not publish theirs
- Bloom does not publish theirs
In our experience, brands that do not disclose foam density typically use lower-density foams (under 2 lb/ft3 in comfort layers), which means faster degradation and shorter lifespan. A mattress with 1.5 lb/ft3 foam might feel great for the first year but develop body impressions by year two or three.
How to Check Foam Density
If you are considering a Bloom mattress, ask the store's sales representative for the foam density specification. If they cannot provide it, that is useful information. Reputable manufacturers who use high-quality foam are proud of those numbers. The ones who hide them usually have a reason.
What does Bloom do well?
We believe in being fair, and Bloom does some things well:
- Price entry point. A $319 Queen is hard to beat for a basic mattress. For a first apartment, temporary housing, or a guest room that gets used a few times a year, the Bloom River is functional.
- In-store testing. Unlike most bed-in-a-box brands, you can try Bloom mattresses at the chain's stores and Dormez-vous locations before buying. This is a genuine advantage. Lying on a mattress for 15 minutes tells you more than any website.
- Machine-washable covers. Several Bloom models have removable, machine-washable covers. This is practical and extends mattress hygiene between deep cleanings.
- CertiPUR-US certification. Low VOC emissions matter, especially for bedrooms with limited ventilation. Bloom checks this box.
- Canadian availability. Wide distribution through the parent chain's network means consistent availability and same-day pickup in many cities.
Talia Grose, sleep specialist, Mattress Miracle: "When a customer comes in after sleeping on a budget foam mattress for a couple of years, the complaint is almost always the same. They feel a sag where their hips and shoulders sit, and they wake up with a sore lower back. That is foam compression, and it happens faster on lower-density foams. For a guest room used a few weekends a year, it does not matter much. For a primary bed, it matters a lot."
What are the honest concerns with Bloom?
After reviewing the lineup, talking to customers who have tried Bloom mattresses, and comparing them to alternatives, here are our concerns:
Undisclosed Foam Density
We keep coming back to this because it is the number one predictor of mattress longevity. A foam mattress without published density specs is like a car without listed fuel efficiency. The omission itself is informative.
Single-Chain Exclusivity
Bloom's exclusivity to one retail chain means zero independent price competition. There is no third-party retailer offering a deal on Bloom. The price is what the chain says it is.
Premium Tier Pricing
At $959 for the Sol, Luna, or Luna XF, Bloom enters territory where genuinely better options exist. Douglas ($799) offers a better-reviewed product with a 365-night trial. Novosbed ($999) publishes its premium foam densities (3.7-5 lb/ft3) and includes a free firmness adjustment system. Neither is tied to a single chain's return policies.
Can you return a Bloom mattress for a refund?
This is the section most Bloom reviews skip. The return policy that applies to Bloom mattresses:
- No cash refunds. If you do not like your Bloom mattress, you cannot get your money back.
- In-store credit only. Your return becomes credit toward another purchase from the same chain.
- $99 exchange fee. The chain charges this fee for exchanges within the comfort guarantee period.
- 100-night window. The comfort guarantee period is 100 nights, which is shorter than many competitors (Novosbed offers 120, Douglas and Logan & Cove offer 365).
Compare this to independent alternatives:
- Douglas: 365-night trial, full refund if not satisfied
- Logan & Cove: 365-night trial, full refund
- Novosbed: 120-night trial, full refund, plus free Comfort+ firmness adjustment
- Local independent stores: Policies vary, but many offer exchanges or refunds without the corporate overhead
The Bottom Line on Returns
A 100-night window with no refund option and a $99 exchange fee is not a trial in the way independent brands use the word. It is an exchange program. If you are uncertain about a mattress, buy from a company that actually gives you your money back if it does not work out.
Who should (and should not) buy a Bloom mattress?
Bloom Might Work For You If:
- You need a budget mattress under $500 and you can try it in-store at the chain first
- You want a guest room or kids' room mattress that does not need to last more than 5 years
- You are already a customer of the chain and comfortable with their return policies
- You value in-store testing and same-day pickup over online convenience
Look Elsewhere If:
- You want to know what is actually inside your mattress (foam density disclosure)
- You want a full refund option if the mattress does not work out
- You are spending $700+ and want the best value at that price point
- You prefer buying from a company with strong customer service ratings
- You want a mattress that will last 8+ years with nightly use
What are better alternatives to Bloom at each price point?
Under $500 (vs. Bloom River $319 and Earth $439)
Juno ($449 Queen) - GoodMorning.com brand. 8-inch foam, CertiPUR-US, 15-year warranty, 120-night trial with full refund. Slightly more expensive than the River but comes with actual consumer protections.
$500-$750 (vs. Bloom Mist $559, Air $639, Cloud $719)
Douglas ($799 Queen) - GoodMorning.com flagship. Gel memory foam, eco-friendly construction, 365-night trial with full refund, 15-year warranty. Better trial period, better return policy, strong customer reviews.
$750-$1,000 (vs. Bloom Sol/Luna $959)
Novosbed ($999 Queen) - High-density foam (3.7-5 lb/ft3 published), Comfort+ free firmness adjustment, 120-night full refund trial, 15-year warranty. Genuinely premium materials at a comparable price.
Logan & Cove Choice ($799 Queen) - Hybrid construction with coils and foam, 365-night trial, 15-year warranty. If you want coil support under your foam, this is the entry point.
In-Person Shopping
Visit an independent mattress store where you can try mattresses from multiple manufacturers. You will find products from Restonic, Serta, Sealy, and specialty brands at every price point, with the advantage of personalized fitting and local accountability.
Visit Our Brantford Showroom
Mattress Miracle
441 1/2 West Street, Brantford
Phone: (519) 770-0001
Hours: Mon-Wed 10-6, Thu-Fri 10-7, Sat 10-5, Sun 12-4
Family owned in Brantford since 1997. Call ahead or walk in any day of the week for honest, no-pressure mattress advice.
Frequently Asked Questions
Bloom is the budget online brand of Canada's largest mattress chain, positioned below Endy and Silk and Snow in the same corporate portfolio. Mattress Miracle at 441½ West Street in Brantford notes that Bloom's lower price point reflects thinner foam layers and simpler construction. Our team recommends comparing Bloom's foam density specifications against the Restonic ComfortCare, which offers individually wrapped coils at a comparable price. Call (519) 770-0001 for a budget mattress comparison.
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We are a family-owned mattress store in Brantford, helping our community sleep better since 1997. Come try mattresses in person and get honest, no-pressure advice.
441 1/2 West Street, Brantford, Ontario
Call 519-770-0001Who makes Bloom mattresses?
Bloom is an internal brand created in 2017 by Canada's largest mattress chain. It is not an independent company. The chain (owned by Fairfax Financial Holdings since October 2024) designed and manufactures Bloom through its Sleep Innovation team. Bloom is sold exclusively through that chain, Dormez-vous, Amazon.ca, and Walmart.ca.
Is Bloom the same as Endy or Silk & Snow?
Bloom, Endy, and Silk & Snow are all owned by the same national chain, but they are different products targeting different customers. Bloom is the budget-to-mid-range line ($319-$959), Endy targets the mid-range ($895), and Silk & Snow positions as the transparent, premium option. The revenue from all three goes to the same parent company.
Can you return a Bloom mattress for a full refund?
No. The chain's return policy does not offer cash refunds on mattresses. If you are unsatisfied within the 100-night comfort guarantee, you receive in-store credit (not a refund) and are charged a $99 exchange fee under the chain's published Comfort Guarantee terms. This is significantly more restrictive than competitors like Douglas (365-night full refund) or Novosbed (120-night full refund).
What foam density does Bloom use?
Bloom does not publish foam density specifications for their mattresses. This is a significant omission because foam density is the primary predictor of mattress durability and longevity. For comparison, Silk & Snow (also chain-owned) publishes their density at 4 lb/ft3, and Novosbed publishes 3.7-5 lb/ft3.
Is Bloom mattress good for a guest room?
Yes, the budget Bloom models (River at $319 and Earth at $439) work well for guest rooms that see occasional use. For a bed slept on a few times a month, undisclosed foam density matters less because the mattress will not degrade as quickly under light use. The ability to try it in-store at the chain is a practical advantage for this use case.
Sources
- Canadian Chiropractic Association, guidance on mattress support and spinal alignment
- Sleep Medicine Reviews, research on sleep surface durability and sleep quality
- CertiPUR-US foam certification standards
Visit Our Brantford Showroom
We are located at 441 1/2 West Street in downtown Brantford. Free parking available. Our team does not work on commission, so you get honest advice based on your needs.
Mattress Miracle, 441 1/2 West Street, Brantford, ON, (519) 770-0001
Hours: Monday-Wednesday 10am-6pm, Thursday-Friday 10am-7pm, Saturday 10am-5pm, Sunday 12pm-4pm.
Come in and let our team help you find the right mattress for your needs. No pressure, no commission.