Quick Answer: Novosbed offers three firmness options (soft, medium, firm) with premium foam densities up to 5.0 lb/ft³, while Endy sells one medium-firm model with undisclosed densities. Research in the Journal of Chiropractic Medicine found that individually matched mattress firmness based on body type improved sleep quality and reduced back pain compared to one-firmness approaches.
- Choose Novosbed if firmness choice and foam quality matter most to you
- Choose Endy if you want a longer trial period and prefer to spend $104 less
- Consider in-store testing to find your ideal firmness before buying either online
8 min read
The Firmness Question Endy Cannot Answer
If you already know whether you want a soft, medium, or firm mattress, Novosbed lets you choose. Endy does not. This is the single biggest functional difference between these two brands, and it shapes who should buy which.
Novosbed offers three distinct firmness levels across the same 11-inch, all-foam platform: Soft (designed for side sleepers and those who prefer contouring), Medium (a balanced option for all sleep positions), and Firm (for back and stomach sleepers who want minimal sinking). All three use the same premium foam architecture but with different density and ILD configurations in the comfort layers.
Endy sells one mattress at one firmness, which they rate at 6.4 out of 10 on the standard firmness scale. That is medium-firm, and it works for many people. But if you are a dedicated side sleeper who needs a softer surface, or a stomach sleeper who wants something genuinely firm, the Endy cannot adapt to you. You get what you get.
A study published in the Journal of Chiropractic Medicine (Jacobson et al., 2009) tracked participants who switched from self-selected mattresses to firmness levels prescribed based on their body type and dominant sleep position. The results showed significant improvements in sleep quality, reduced back pain, and lower reported stiffness compared to participants on one-firmness-fits-all mattresses.
The takeaway is straightforward: mattress firmness is not universal. What feels supportive for a 140 lb side sleeper can feel uncomfortably hard for a 210 lb back sleeper, and vice versa. Having the option to choose your firmness level is a genuine advantage, not just a marketing gimmick.
What Foam Density Actually Means for Your Money
This is where Novosbed separates itself from most Canadian bed-in-a-box brands, including Endy. Novosbed publishes their foam density specifications. Endy does not.
Foam density, measured in pounds per cubic foot (lb/ft³), is the single best predictor of how long a foam mattress will last. Higher density means more material per cubic foot, which means the foam resists compression and maintains its shape longer. Here is how the two compare based on published specs and third-party testing:
| Layer | Novosbed | Endy (estimated) |
|---|---|---|
| Comfort Layer | 3.7-5.0 lb/ft³ (published) | ~3.0 lb/ft³ (third-party estimate) |
| Transition Layer | 2.5-4.0 lb/ft³ (published) | ~1.8 lb/ft³ (third-party estimate) |
| Support Base | Not specified | ~1.8 lb/ft³ (third-party estimate) |
| Expected Lifespan | 7-10 years | 5-7 years |
The difference is substantial. Novosbed's comfort layer at up to 5.0 lb/ft³ is in premium territory, the kind of density you would typically find in mattresses costing $1,500 or more. Endy's estimated 3.0 lb/ft³ is respectable for its price point but sits in the medium-density range that wears out faster.
In practical terms, this means a Novosbed is likely to maintain its comfort and support characteristics for 2 to 3 years longer than an Endy. If you divide the cost by expected years of use, the Novosbed's higher upfront price may actually deliver a lower cost per year.
We think the transparency matters too. When a company publishes their foam density numbers, they are inviting scrutiny. When a company does not, you are left trusting marketing language like "premium foam" without any way to verify the claim.
Independent vs Corporate: Does Ownership Matter?
Novosbed is made by GoodMorning.com, an independent Canadian mattress company that also produces the Douglas mattress. They operate without the backing of a major retail conglomerate.
Endy was acquired by Sleep Country Canada in 2018. It is now a subsidiary of the largest mattress retailer in the country. Endy still operates its own website, designs its own products, and manages its own brand. But the corporate incentives, distribution decisions, and long-term strategy are ultimately guided by Sleep Country's priorities.
Does this affect the mattress you sleep on? Probably not directly. But it does affect things like pricing strategy, customer service responsiveness, and how aggressively the company competes in the market. Independent companies like GoodMorning.com tend to compete on product quality and transparency because they do not have the retail infrastructure to fall back on. Larger corporations can afford to compete on marketing spend and brand recognition instead.
Neither model is inherently better. But if supporting independent Canadian businesses matters to you, it is worth knowing where your mattress money goes.
Comparing the Numbers
| Feature | Endy | Novosbed |
|---|---|---|
| Queen Price | $895 | $999 |
| Height | 10" | 11" |
| Type | All-foam | All-foam (memory foam) |
| Firmness Options | 1 (medium-firm, 6.4/10) | 3 (soft, medium, firm) |
| Comfort Foam Density | ~3.0 lb/ft³ (estimated) | 3.7-5.0 lb/ft³ (published) |
| Cover | Micro-quilted, non-removable | Tencel fibre, washable |
| Trial Period | 365 nights | 120 nights |
| Minimum Before Return | Not specified | 21 nights |
| Return Fee | Free | Free |
| Warranty | 15 years (with registration) | 15 years |
| Expected Lifespan | 5-7 years | 7-10 years |
| Certifications | CertiPUR-US | CertiPUR-US |
| Parent Company | Sleep Country Canada | GoodMorning.com (independent) |
| Retail Locations | 4 stores across Canada | Online only |
Breaking Down the Extra $104
At the queen size, Novosbed costs $104 more than Endy. Here is what that premium buys you:
- Firmness choice: Three options versus one. This alone can be worth the price difference if you know your preference.
- Higher-density foam: Up to 5.0 lb/ft³ versus an estimated 3.0 lb/ft³. This translates to 2 to 3 additional years of expected use.
- An extra inch of height: 11 inches versus 10, which means more material and a slightly more substantial feel.
- Tencel cover: A moisture-wicking, washable cover versus a non-removable micro-quilted cover.
Here is what you give up:
- Trial period: Endy offers 365 nights. Novosbed offers 120. That is 245 fewer nights to decide.
- In-store testing: Endy has four retail locations. Novosbed is online only.
- Brand ecosystem: As part of Sleep Country, Endy has broader retail support and customer service infrastructure.
If you are confident about your firmness preference and value long-term durability, the Novosbed's premium is justified. If you are unsure about firmness and want maximum flexibility to return, Endy's longer trial and in-store option reduce your risk.
Finding Your Firmness Without Guessing
The most common mistake we see at Mattress Miracle is people buying a mattress based on what sounds right rather than what feels right. "Medium-firm" is the most popular choice because it sounds safe, not because every buyer has tested it against soft or firm alternatives.
If you are choosing between Endy and Novosbed, the decision comes down to whether you know your firmness or whether you are guessing. If you know, Novosbed rewards that confidence with a better product at each firmness level. If you are guessing, Endy's 365-night trial gives you more room to adjust.
Our suggestion? Come into the store, lie on a soft mattress, a medium-firm mattress, and a firm mattress back to back. Spend 10 minutes on each. Once you know your preference, you can order online from whichever brand you trust with much more confidence.
Firmness rule of thumb by body weight: Sleepers under 130 lbs generally do better on soft to medium surfaces. Sleepers between 130 and 200 lbs suit medium to medium-firm. Sleepers over 200 lbs often need medium-firm to firm for adequate support. These are starting points, not rules. Your sleep position matters just as much as your weight.
Medical Disclaimer: The information in this article is for educational purposes only and does not constitute medical advice. If you are experiencing chronic pain, sleep disorders, or other health conditions, please consult a qualified healthcare professional. Your family doctor, chiropractor, or physiotherapist can provide guidance specific to your situation.
Frequently Asked Questions
Does Novosbed still offer the Comfort+ firmness adjustment kit?
No. Novosbed discontinued the Comfort+ kit in April 2023. Previously, the kit allowed you to adjust your mattress firmness after purchase by adding or removing a foam layer. Now you need to select your preferred firmness (soft, medium, or firm) at the time of ordering. This makes getting the firmness right from the start more important.
Who makes Novosbed?
Novosbed is produced by GoodMorning.com, an independent Canadian mattress company based in Western Canada that also manufactures the Douglas mattress. Unlike Endy, which is owned by Sleep Country Canada, GoodMorning.com operates independently without affiliation to a major retail chain.
Is Novosbed worth $104 more than Endy?
If you know your preferred firmness level, yes. Novosbed gives you firmness choice, premium foam densities up to 5.0 lb/ft³ (compared to Endy's estimated 3.0 lb/ft³), and an expected lifespan 2 to 3 years longer. If you are unsure about firmness and want the flexibility of a longer trial, Endy's 365-night trial and lower price may be the safer bet.
Which Novosbed firmness is closest to the Endy?
The Novosbed Medium is the closest match to the Endy's 6.4/10 medium-firm feel. The Novosbed Firm would be noticeably harder, while the Novosbed Soft would feel substantially softer and more contouring. If you currently enjoy the Endy feel and are considering switching, start with the Novosbed Medium.
Can I try a Novosbed in a store before buying?
No. Novosbed is sold exclusively online through their website. You cannot try it in a physical retail location. Endy, by contrast, has four retail locations across Canada. If testing before buying is important to you, visit a mattress store like Mattress Miracle in Brantford to try similar firmness levels in person, then use that as a reference when ordering online.
Shop This Topic at Mattress Miracle
Popular picks at Mattress Miracle:
- Restonic ComfortCare Dalton & Albany pocketed-coil mattress
- Whitney double-sided mattress
- Somnia 3.0 posture support pillow
Or shop the full mattress lineup in our Brantford showroom.
Find Your Firmness at Mattress Miracle
We are a family-owned mattress store in Brantford, helping our community sleep better since 1997. Try soft, medium, and firm side by side and discover your preference before buying online or in-store.
441 1/2 West Street, Brantford, Ontario
Call 519-770-0001Sources
- Novosbed (GoodMorning.com). Novosbed Memory Foam Mattress specifications. Published foam densities 3.7 to 5.0 lb/ft³.
- Endy. Endy Mattress product specifications.
- Kovacs FM, Abraira V, Pena A, et al. Effect of firmness of mattress on chronic non-specific low-back pain. The Lancet. 2003;362(9396):1599-1604.
- Caggiari G, Talesa GR, Toro G, et al. What type of mattress should be chosen to avoid back pain and improve sleep quality? Review of the literature. Journal of Orthopaedics and Traumatology. 2021;22(1):51.