Quick Answer: Nectar generated $44 million in its first year through aggressive digital advertising and grew into a $500-million brand before Ashley Home acquired it for roughly $1 billion. The FTC charged its parent company for falsely advertising mattresses as "Made in the U.S.A." Sleep In builds flippable hybrids with 1,322 pocket coils in Canada, publishes its foam specifications, and has never needed an advertising budget larger than its manufacturing budget.
In This Guide
Reading Time: 11 minutes
$44 Million in Year One
Most mattress companies start with a factory. Nectar started with an advertising budget.
The company was founded in Israel in 2016 by Craig Schmeizer, Ran Reske, and Eric Hutchinson. By January 2017, Nectar Sleep was live and selling mattresses online. First-year revenue: $44 million. By the time the company hit its stride, it was generating roughly $500 million annually. A 2021 funding round brought in $130 million from Ion Crossover Partners and Nexus Capital Management.
Those are genuinely remarkable numbers. They also tell you something important about where your mattress money goes when you buy a Nectar. A company does not generate $44 million in year one through word of mouth. That requires massive spending on digital advertising, affiliate partnerships, influencer deals, and paid review placements. The mattress-in-a-box industry runs on customer acquisition cost, and Nectar's growth trajectory suggests that a significant portion of every mattress sold goes toward finding the next customer, not toward the materials inside the box.
In March 2024, Ashley Home, an affiliate of Ashley Global Retail (one of the largest furniture companies in the world), acquired Nectar's parent company Resident Home for roughly $1 billion. That acquisition included not just Nectar but also DreamCloud, Awara, and Siena. The founders stayed on as co-CEOs.
Sleep In took a different path entirely. No venture capital. No $130 million funding rounds. No billion-dollar acquisition. The company builds mattresses in Canada and sells them through independent retailers. The growth is slower. The mattresses, in our experience, are better for it.
The FTC Problem
In July 2023, the Federal Trade Commission charged Resident Home, Nectar's parent company, with falsely advertising certain mattresses as "Made in the U.S.A."
That is not a competitor's accusation. That is the United States federal government saying the company misrepresented where its products were manufactured. For Canadian consumers, this matters twice over: first, because it raises questions about the company's transparency on labelling; second, because if the company was willing to misrepresent manufacturing origin to American consumers, what else might be presented more favourably than reality warrants?
The actual manufacturing footprint spans at least five countries: Vietnam, Malaysia, China, Mexico, and the United States. When you order a Nectar mattress from Canada, you are buying from an Israeli-founded, American-headquartered, Ashley-owned company that manufactures across multiple continents. The mattress that arrives at your door could have been assembled in any of those locations.
A Note for Canadian Buyers: Nectar ships to Canada from American distribution centres. Delivery takes 10 to 15 business days depending on your province, compared to the 3 to 7 days typical for Canadian-made mattresses shipped from Canadian facilities. If something goes wrong and you need to return a queen mattress across the border, the logistics become significantly more complicated than returning to a domestic manufacturer.
8 min read
Five Countries, One Mattress
Manufacturing a mattress across five countries is not inherently wrong. Global supply chains are a reality of modern manufacturing. But it does create a transparency problem that matters when you are spending $900 or more on something you will sleep on for the next decade.
When foam is produced in one country, assembled in another, covered in fabric from a third, and shipped through a distribution network that spans a fourth and fifth, quality control becomes exponentially more complex. Each handoff point introduces variability. The foam density that leaves the factory in Vietnam may meet specifications, but the compression during international shipping, the storage conditions in transit, and the assembly process at the final facility all affect what arrives at your home.
Sleep In mattresses are manufactured in Canada. One country. The foam, the coils, the cover, and the assembly happen within a supply chain that can be audited, visited, and verified. When Brad calls the manufacturer with a question about a specific batch, he gets an answer from the people who built that batch.
Brad, Owner, 40+ years of experience: "I have been selling mattresses for almost 40 years. The single biggest change I have seen is how disconnected some brands have become from their own manufacturing. When I call Sleep In with a question, I talk to someone who was in the factory that week. When customers try to call Nectar, they reach a call centre that has never seen the inside of any of the factories making their mattresses."
What Nectar Will Not Tell You About Foam Density
Foam density, measured in pounds per cubic foot (or kilograms per cubic metre), is the single best predictor of how long a foam mattress will last. Higher density means more material per unit of volume, which means slower compression over time, which means your mattress maintains its support and comfort longer.
Nectar does not publish the foam density for the comfort layers of its mattresses. The base layer has been independently measured at approximately 33 kg/m³ (about 2.1 lb/ft³), which is on the lower end of what the industry considers "standard" density. The top memory foam layers, where you actually feel the mattress, remain undisclosed.
This is a significant omission. In an all-foam mattress with no coil support system, the foam does all the structural work. Every pound of your body weight, every night, is supported entirely by foam. If that foam is low-density (under 3 lb/ft³ for comfort layers), it will compress faster, develop body impressions sooner, and lose its pressure-relieving properties within a few years.
Foam Density and Durability: A 2020 study published in the Journal of Materials Science found that polyurethane foam durability correlates directly with density: foams below 40 kg/m³ (2.5 lb/ft³) lost more than 25% of their initial firmness within 30,000 compression cycles (roughly equivalent to 5-7 years of nightly use), while foams above 50 kg/m³ (3.1 lb/ft³) retained more than 80% of initial firmness over the same period. For a mattress with no coil support, foam density is not a nice-to-know specification. It is the specification.
Sleep In publishes its foam specifications. When a manufacturer tells you exactly what is inside the mattress, you can verify the claim, compare it to competitors, and make an informed decision. When a manufacturer withholds that information while spending hundreds of millions on advertising, the gap between marketing and manufacturing becomes a reasonable concern.
All-Foam vs Hybrid: The Physics
The Nectar Classic, their most popular model, is an all-foam mattress. No coils. No springs. No hybrid construction. Just layers of foam stacked inside a cover.
Sleep In builds hybrid mattresses with 1,322 individually pocketed coils in every queen-size model, combined with foam comfort layers on both sides of a flippable design.
The difference is not just marketing terminology. It is structural engineering.
Foam, regardless of density, compresses under sustained load. Your body applies that load every night for eight hours. Over months and years, foam develops permanent compression where your shoulders and hips rest. In an all-foam mattress, once that compression develops, there is nothing underneath to maintain support. The mattress sags because there is no structural system beneath the foam to resist it.
In a hybrid like Sleep In, the pocketed coil system acts as an independent support structure beneath the foam comfort layers. Even if the foam shows some compression over time, the coils continue providing structural support. They maintain the mattress profile, resist sagging, and ensure that your spine stays aligned even as the comfort layers soften.
This is why all-foam mattresses generally have shorter effective lifespans than well-built hybrids. The foam is doing double duty: comfort and support. In a hybrid, each system handles one job.
| Feature | Nectar Classic (Queen) | Sleep In Hybrid (Queen) |
|---|---|---|
| Construction | All-foam (no coils) | Hybrid (foam + pocketed coils) |
| Coil Count | 0 | 1,322 |
| Flippable | No | Yes (dual-sided) |
| Comfort Layer Foam Density | Not published | Published per model |
| Price (Queen) | ~$899 CAD | $1,099 - $1,499 |
| Sleep Trial | 365 nights | Varies by retailer |
| Warranty | "Forever" (lifetime, limited) | Manufacturer warranty |
| Manufactured In | Vietnam, Malaysia, China, Mexico, USA | Canada |
| Parent Company | Ashley Home (acquired 2024) | Independent Canadian manufacturer |
| FTC Actions | Charged for false "Made in USA" claims (2023) | None |
| BBB Customer Rating | 2/5 stars (1,500+ complaints in 3 years) | N/A (sold through retailers) |
| Trustpilot | 2.3/5 "Poor" | N/A |
The Temperature Question
All-foam mattresses trap heat. This is not opinion. It is physics. Foam is a closed-cell material that insulates rather than ventilates. Your body generates heat throughout the night, and dense foam layers absorb and retain that heat against your skin.
Nectar addresses this with "cooling gel memory foam," a marketing term that describes gel beads infused into the foam. These beads absorb heat initially but reach thermal equilibrium within 20 to 40 minutes, after which they stop providing a cooling effect. The mattress feels cool when you first lie down. By the time you reach deep sleep, the gel has warmed to body temperature.
Hybrid mattresses breathe differently. The coil layer beneath the foam creates an air channel that allows body heat to dissipate downward rather than accumulating in the comfort layers. A 2017 study in Building and Environment found that mattresses with internal airflow channels (like those created by pocketed coil systems) maintained surface temperatures 2.1°C to 3.4°C lower than all-foam mattresses over an eight-hour sleep period.
The "Forever" Warranty (Read the Fine Print)
Nectar offers what it calls a "Forever Warranty." That sounds extraordinary. In practice, it is a standard limited warranty with better marketing.
The first ten years are fully covered for manufacturing defects. After year ten, Nectar will repair or replace the mattress but charges a $50 transportation fee each way. The warranty covers visible indentations of 1.5 inches or deeper (measured without weight on the mattress). Stains void the warranty entirely, which is why Nectar heavily promotes mattress protectors as an add-on purchase.
More importantly, a warranty is only as good as the company honouring it. Nectar's BBB profile shows more than 1,500 complaints filed in the past three years. Customer reviews on Trustpilot (2.3 out of 5, rated "Poor") and consumer forums consistently cite delayed refunds during the 365-night trial period, difficulty reaching customer service (wait times approaching an hour), and warranty claims denied over technicalities.
Dorothy, Sleep Specialist: "A forever warranty sounds impressive until you try to use it from Canada. You bought the mattress online from an American company. If something goes wrong in year three, you are calling a customer service line, waiting on hold, explaining the problem to someone who has never seen the mattress, and then coordinating a cross-border return or exchange. When a Sleep In customer has a problem, they call us. We are five minutes away."
Pricing with Context
The Nectar Classic queen is roughly $899 CAD. That is genuinely affordable for a mattress, and we are not going to pretend otherwise. If your budget ceiling is $900, Nectar offers a mattress that will arrive at your door within two weeks.
But price without context is misleading. At $899, you are getting an all-foam mattress with undisclosed foam densities, manufactured across five countries, from a company that was charged by the FTC for misrepresenting where its products are made, with a customer service record that includes 1,500 BBB complaints in three years.
A Sleep In hybrid queen starts around $1,099. That is $200 more. For that $200, you get 1,322 individually pocketed coils, a flippable dual-sided design, published foam specifications, Canadian manufacturing, and warranty support through a local retailer who knows your name.
Two hundred dollars over the ten-year life of a mattress works out to less than six cents per night. That is the actual cost of the upgrade from an all-foam mattress manufactured somewhere across five countries to a Canadian-made flippable hybrid with published specs and local support.
The Real Math: A mattress you sleep on for ten years costs you roughly 3 cents per night per $100 of purchase price. At $899, the Nectar costs about 25 cents per night. At $1,099, the Sleep In costs about 30 cents per night. The difference is a nickel. The construction difference is significantly larger than a nickel.
Who Each Mattress Actually Suits
Nectar has sold millions of mattresses. Not all of those customers are wrong. If you sleep alone, weigh under 180 pounds, prefer a medium-firm all-foam feel, want the longest possible trial period (365 nights), and are comfortable ordering online without ever testing the mattress in person, the Nectar Classic is a reasonable option at its price point.
But those are a lot of conditions.
Nectar Might Work If You:
- Strongly prefer all-foam (no coil feel at all)
- Weigh under 180 pounds (foam compression concerns increase with body weight)
- Want the longest possible trial period (365 nights)
- Are comfortable buying without testing in person
- Have a firm budget ceiling around $900 CAD
- Do not mind purchasing from a company with FTC charges on its record
Sleep In Makes More Sense If You:
- Want coil support underneath your foam comfort layers
- Weigh over 150 pounds and need structural support that foam alone cannot provide long-term
- Sleep hot and need airflow through the mattress, not just gel beads in the foam
- Want a flippable mattress with two sleeping surfaces
- Prefer knowing exactly what is inside your mattress (published specifications)
- Value Canadian manufacturing and local warranty support
- Want to test the mattress in person before spending over $1,000
Talia, Showroom Specialist: "I meet customers every week who bought a Nectar or similar foam mattress online two or three years ago and it is already sagging. They come in looking for something that will last longer. When I show them the coil system inside a Sleep In and explain that the foam is only handling comfort while the coils handle support, you can see the lightbulb moment. They did not know there was a structural difference between all-foam and hybrid."
Marketing Budget vs Manufacturing Budget
Nectar is a masterclass in digital marketing. The company proved that you could build a $500-million mattress brand in under five years with the right advertising strategy. That is impressive. It also means a substantial portion of every Nectar mattress sold went toward customer acquisition rather than mattress construction.
Sleep In will never generate $44 million in its first year. It will never be acquired for $1 billion. It will never run the kind of advertising campaigns that make Nectar show up in every Google search, every YouTube pre-roll, and every podcast ad break.
What Sleep In does is build flippable hybrid mattresses with published specifications in Canadian factories. That is a less exciting story than a billion-dollar acquisition. It is a better story when you are lying on the mattress at 2 a.m. and your back does not hurt.
Come to our Brantford showroom and try one. That is the most honest comparison we can offer.
Shop: Hybrid Mattresses at Mattress Miracle
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 519-770-0001Frequently Asked Questions
Does Nectar still contain fiberglass?
Nectar states that current models use rayon and silica-based fire barriers instead of fiberglass. However, older Nectar models (pre-2023) did contain fiberglass flame retardant barriers, and a class action lawsuit was filed in 2022 regarding fiberglass contamination. If you are purchasing a Nectar from a reseller or clearance outlet, verify the manufacturing date to ensure you are getting a current model.
Why is Nectar cheaper than Sleep In?
The Nectar Classic is an all-foam mattress with no pocketed coil support system, manufactured across multiple countries with lower labour and material costs. All-foam construction is significantly less expensive to produce than hybrid construction with individually pocketed coils. The $200 price difference between a Nectar Classic queen ($899) and a Sleep In hybrid queen (from $1,099) reflects the additional cost of 1,322 pocketed coils, dual-sided construction, and Canadian manufacturing.
Can I try a Nectar mattress in a store in Brantford?
As of early 2026, Nectar is primarily sold online and does not have dedicated showrooms in the Brantford area. Some mattress retailers may carry Nectar models, but availability varies. Sleep In mattresses are available to test at Mattress Miracle, 441 1/2 West Street in Brantford, where you can feel both sides of the flippable design and compare construction firsthand.
What does the FTC charge against Nectar mean for Canadian buyers?
In July 2023, the FTC charged Resident Home (Nectar's parent company) with falsely advertising certain mattresses as "Made in the U.S.A." when they were manufactured in multiple countries. For Canadian buyers, this charge does not directly affect product safety or legality. However, it does raise questions about the company's transparency in marketing claims, which is worth considering when evaluating other product claims about foam quality, durability, and manufacturing standards.
Is the Nectar "Forever Warranty" really forever?
The first ten years are covered without additional cost for manufacturing defects including visible indentations of 1.5 inches or deeper. After year ten, Nectar charges a $50 transportation fee each way for warranty service. The warranty is voided by stains, improper support (wrong bed frame), or removal of the mattress law tag. With over 1,500 BBB complaints in three years, the practical experience of filing a warranty claim may differ from what the marketing materials suggest.
Sources
- Resident Home founding and $44M first-year revenue: Growth Shop, "Resident Home: Building A Billion Dollar Mattress Brand"
- Ashley Home acquisition of Resident Home (March 2024): Retail Dive, "Ashley Home acquires Nectar mattress owner Resident Home"
- FTC charges against Resident Home for false "Made in USA" claims (July 2023): Federal Trade Commission enforcement action
- Nectar manufacturing locations (Vietnam, Malaysia, China, Mexico, USA): Nectar Sleep product documentation and FTC filings
- Foam durability and density correlation: Journal of Materials Science, Volume 55, pp. 4186-4201 (2020)
- Mattress thermal regulation and airflow channels: Building and Environment, Volume 117, pp. 81-90 (2017)
- Nectar BBB complaint volume: Better Business Bureau, Resident Home profile (1,500+ complaints, 3-year period)
- Nectar Trustpilot customer reviews: Trustpilot.com (2.3/5 rating, "Poor")
Visit Our Brantford Showroom
We are located at 441½ 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 — 441½ West Street, Brantford, ON — (519) 770-0001
Hours: Monday–Wednesday 10am–6pm, Thursday–Friday 10am–7pm, Saturday 10am–5pm, Sunday 12pm–4pm.
If you have been looking at Nectar online, come in and feel what a hybrid with 1,322 pocket coils actually sleeps like. Most customers who have only tried all-foam mattresses are genuinely surprised by the difference. Dorothy can walk you through both constructions in about ten minutes.
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