Quick Answer
Novaform mattresses at Costco are all-foam (zero coils), ranging from $400 to $800 for a queen. They rely entirely on foam layers for support, which compress and develop body impressions within 2 to 4 years. Hand-tufted, Canadian-made, with a 10 to 15 year lifespan. The initial price is higher, but the cost per year is lower.
Novaform is Costco’s house brand mattress, and like most house brands, it prioritizes price over specialization. Mattress Miracle at 441½ West Street in Brantford encourages customers to compare Novaform specs against independent brands. Most Novaform models are all-foam, which traps more heat than a hybrid. The Restonic ComfortCare at $1,125 includes a pocket coil system that provides both support and airflow that all-foam cannot match. Brad invites Costco shoppers to feel the difference. Call (519) 770-0001.
Brad, Owner, 40+ years of experience: "We have been helping Brantford families sleep better since 1997. Every customer gets personal attention, honest advice, and the kind of follow-up service you just do not get from big box stores."
Considering a Novaform mattress from Costco? It is the cheapest option on the warehouse floor, it comes compressed in a box, and the price feels like a no-brainer. But before you load that box into your car, there is one thing you should know: a Novaform has zero coils. None. It is layers of foam stacked inside a cover, compressed and rolled for shipping.
We are Brad, Dorothy, and Talia at Mattress Miracle in Brantford, Ontario. We have been fitting people to mattresses for 37 years, and we have seen every trend in the industry come and go. The all-foam bed-in-a-box was a great marketing story: convenient, affordable, delivered to your door. The reality is that foam without a coil support structure wears out faster, sleeps hotter, and provides less support than a properly built hybrid or innerspring mattress. Here is why that matters for your sleep and your wallet.
What's in This Guide
What Is Novaform?
Novaform is Costco's house brand mattress. It is manufactured by Innocor (formerly Comfort Revolution) and sold exclusively at Costco warehouses and costco.ca. Unlike the Sealy, Serta, and Beautyrest mattresses at Costco that at least have coil support systems, Novaform mattresses are 100% foam.
A typical Novaform contains:
- Top layer: 2 to 3 inches of gel memory foam or copper-infused memory foam
- Middle layer: 1 to 2 inches of transition foam
- Base layer: 5 to 7 inches of high-density polyurethane support foam
- Coils: Zero
The entire support structure is foam. When the foam compresses (and it will), there is nothing underneath to maintain the mattress shape. No springs to push back. No coil system to distribute weight. Just increasingly compressed foam.
The All-Foam Problem
All-foam mattresses have three structural weaknesses that coil-based mattresses do not:
Why Foam Alone Is Not Enough
1. Body impressions. Foam compresses under repeated weight. Within 2 to 3 years, most all-foam mattresses develop permanent body impressions in the hip and shoulder areas. These impressions mean your body sinks into the same valleys every night, forcing your spine out of alignment. Pocket coils spring back to their original shape every morning.
2. Edge collapse. Without a perimeter coil or foam encasement system, all-foam mattresses collapse at the edges. You cannot sit on the edge of the bed without sliding off, and the usable sleeping surface shrinks by several inches on each side. The Restonic ComfortCare has SuperEdge Plus foam encasement around the full perimeter.
3. Heat retention. Foam traps body heat. Even "gel-infused" or "copper-infused" foam only delays the heat buildup. By 2 a.m., most foam sleepers are throwing off covers. Pocket coils create natural airflow channels between coils, allowing heat to dissipate throughout the night.
Talia's Observation
"We see a lot of customers who bought a foam mattress online or at Costco and loved it for the first 6 months. Then the complaints start: it's too hot, there's a dip in the middle, the edge collapses when they sit down. That's not a defect. That's foam doing what foam does over time. It compresses. A mattress needs something inside it that pushes back, and that's what coils do. The foam on top provides comfort. The coils underneath provide lasting support. You need both."
Coils vs All-Foam: The Numbers
Novaform vs Restonic ComfortCare (Queen Size)
| Feature | Novaform (Costco) | Restonic ComfortCare |
|---|---|---|
| Support System | All foam (zero coils) | 1,222 pocket coils + foam |
| Comfort Layers | Gel memory foam | TempaGel gel-infused memory foam |
| Construction | Machine-compressed, rolled in box | Hand-tufted (ribbons bind layers) |
| Edge Support | None (foam only) | SuperEdge Plus full perimeter |
| Lumbar Support | Uniform foam density | Marvelous Middle zoned reinforcement |
| Airflow | Minimal (foam traps heat) | Coil channels + TempaGel cooling |
| Made In | Varies | Canada |
| Split Comfort | Not available | Available |
| Try Before Buy | No (boxed on warehouse shelf) | Yes (full showroom testing) |
| Expert Fitting | No | Yes (Brad, Dorothy, Talia) |
| Queen Price | $400 to $800 | $1,125 |
| Realistic Lifespan | 4 to 6 years | 10 to 15 years |
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The Heat Problem Nobody Mentions
Every Novaform mattress at Costco advertises some form of cooling: gel-infused, copper-infused, ventilated foam. These features help, but they do not solve the fundamental problem. Foam is a dense, solid material. There are no air channels running through it. Your body heat has nowhere to go except back into you.
A pocket coil mattress works differently. Each of the 1,222 coils in a Restonic ComfortCare queen is individually wrapped, creating hundreds of small air channels throughout the mattress core. Hot air rises through these channels and dissipates. On top of that, the TempaGel comfort layer actively draws heat away from your body.
Brad explains the practical difference: "On a hot summer night, a foam mattress feels like sleeping on a heating pad by 2 a.m. The gel infusion helps for the first hour, but once the foam absorbs your body heat, it just holds it. Coils breathe. Air moves between them. Combined with TempaGel, you get consistent temperature through the night, not just the first hour."
Cost Per Year: The Real Math
What You Actually Pay Per Year of Sleep
| Mattress | Queen Price | Realistic Lifespan | Cost Per Year |
|---|---|---|---|
| Novaform (budget) | $400 | 4 years | $100/year |
| Novaform (mid-range) | $700 | 5 years | $140/year |
| Novaform (premium) | $800 | 6 years | $133/year |
| Restonic ComfortCare | $1,125 | 10 to 15 years | $75 to $113/year |
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The Novaform looks cheaper at the register. On a per-year basis, the Restonic ComfortCare is cheaper in every scenario. And during those 10 to 15 years, the coil-based mattress maintains its support structure while the foam mattress develops body impressions within the first few years.
The Full Restonic Lineup (Queen Pricing)
- ComfortCare (Dalton/Albany): $1,619 queen, 1,222 pocket coils, TempaGel, SuperEdge Plus. Details
- Revive Reflections ET: $2,395 queen, 1,200 coils, flippable dual-sided, triple cooling. Details
- Luxury Silk and Wool: $2,395 queen, 884 zoned coils, natural silk and wool, flippable. Details
- Revive Tiffany Rose/Jasmine: $2,995 queen, 1,188 coils, Talalay Copper Latex, hand-tufted. Details
- Revive St Charles/Elizabeth: $3,150 queen, 1,188 coils, 15-inch flagship. Details
Every model is Canadian-made, CertiPUR-US certified, and backed by Restonic's 10-year warranty. Restonic won the American Choice Awards National Best Brand Award.
Feel the Difference Between Foam and Coils
Come to the Mattress Miracle showroom and lie on a 1,222-coil mattress. Feel how the individually wrapped pocket coils respond to your body compared to a solid foam block. Brad, Dorothy, and Talia will help you understand why construction matters more than brand name.
Mattress Miracle
441 1/2 West Street, Brantford, Ontario N3R 3V9
mattressmiracle.ca
Mon-Wed: 10 a.m. - 6 p.m. | Thu-Fri: 10 a.m. - 7 p.m.
Sat: 10 a.m. - 5 p.m. | Sun: 12 p.m. - 4 p.m.
White glove delivery throughout Southern Ontario
Frequently Asked Questions
What is a Novaform mattress?
Novaform is Costco's house brand mattress line. These are all-foam mattresses (no coils) sold exclusively at Costco, typically as bed-in-a-box products. They use memory foam and polyurethane foam layers compressed and rolled for warehouse display. They are manufactured by Innocor.
How long does a Novaform mattress last?
Novaform mattresses typically last 4 to 6 years before showing significant body impressions and foam degradation. All-foam mattresses without a coil support structure wear faster than hybrid or innerspring mattresses. The Restonic ComfortCare with 1,222 pocket coils and hand-tufted construction is built to last 10 to 15 years.
Do Novaform mattresses sag?
Yes. All-foam mattresses like Novaform are prone to body impressions and sagging because foam compresses over time without a coil support structure. Common complaints include permanent body indentations forming within 2 to 3 years, particularly in the hip and shoulder areas where the most weight is concentrated.
Is a coil mattress better than an all-foam mattress?
For most sleepers, yes. Individually wrapped pocket coils provide responsive support that adapts to body weight and position, better airflow for temperature regulation, stronger edge support, and a longer lifespan. The Restonic ComfortCare combines 1,222 pocket coils with TempaGel foam comfort layers for the benefits of both.
How much does a Novaform mattress cost vs Restonic?
Novaform queen mattresses at Costco range from $400 to $800. The Restonic ComfortCare queen at Mattress Miracle is $1,619 with 1,222 pocket coils, hand-tufted construction, and a 10 to 15 year lifespan. On a cost-per-year basis, the Restonic is $75 to $113 per year versus $100 to $140 for the Novaform.
Can I try a Novaform mattress before buying?
Not properly. Novaform mattresses at Costco are compressed in boxes on a warehouse shelf. You cannot lie on them in your natural sleeping position or test different firmness levels. At Mattress Miracle in Brantford, every mattress is on display for full testing with expert guidance from Brad, Dorothy, or Talia.
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
Our team has 38 years of experience helping customers find the right sleep solution. Call ahead or walk in any day of the week.
Sources
- Jacobson BH, Boolani A, Smith DB. Changes in back pain, sleep quality, and perceived stress after introduction of new bedding systems. J Chiropr Med. 2009;8(1):1-8. DOI: 10.1016/j.jcm.2008.09.002
- Radwan A, Fess P, James D, et al. Effect of different mattress designs on promoting sleep quality, pain reduction, and spinal alignment in adults with or without back pain. Sleep Health. 2015;1(4):257-267. DOI: 10.1016/j.sleh.2015.08.001
- Kovacs FM, Abraira V, Peña A, et al. Effect of firmness of mattress on chronic non-specific low-back pain: randomised, double-blind, controlled, multicentre trial. Lancet. 2003;362(9396):1599-1604. DOI: 10.1016/S0140-6736(03)14792-7
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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.
Shop: Shop The Full Mattress Lineup
Find Your Perfect Mattress at Mattress Miracle
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 519-770-0001