Serta and Novosbed are two of the most well-known mattress brands in the USA and Canada and both brands have built up a loyal customer base. So, what is the background behind Serta and Novosbed?

As one of the most seasoned brands in the mattress industry, Serta proudly calls themselves the #1 mattress manufacturer in the USA. With almost 80 years in the business, Serta launched their iComfort all-foam mattress range in 2011 and have seen success in traditional mattress retail stores. However, the iComfort foam product line has seen significant competition in recent years from companies, like Novosbed, that continue to innovate and ship directly to buyers instead of in-store.

GoodMorning.com released their first memory foam mattress, Novosbed, in 2009, making them one of the pioneers of the bed-in-a-box mattress industry. Their innovative culture soon went on to create the now universal idea of the ‘Sleep Trial,’ giving online mattress shoppers a way to bypass the traditional mattress store shopping experience and test out their new bed at home for as long as it actually takes to evaluate a mattress properly. With their flagship product, Novosbed, the company later introduced another new concept with Comfort+. This adjustable firmness system helps customers adjust the feel and comfort level of their mattress by adding an additional foam layer, free of charge.

Delivery, Trial, Returns	Serta iComfort	Novosbed
Shipping cost:	Dependent on retailer	Free shipping
Shipping time:	3-10 days	3-10 days
Sleep trial length:	Dependent on retailer	120 nights + Free Comfort+
Return ease:	Retailer picks up	Company picks up
Refund:	Dependent on retailer	Yes, full refund
Additional fees:	Restocking fees dependent on retailer	No

Thanks to modern compression methods and the rising popularity of the bed-in-a-box, mattresses can now be shipped far more efficiently and conveniently than ever before. Customers no longer need to take a day off work to accept a delivery. Boxed beds are now delivered with the same convenience as most Amazon orders. Some bed-in-a-box companies even offer same-day delivery to certain areas.

The Serta iComfort mattress was delivered to us in a very reasonable time frame. The Serta iComfort TempActiv II mattress used in this review was ordered at a local Sleep Country mattress store on a Thursday afternoon and the mattress was delivered on the following Monday morning.

Mattress retailers often use their own delivery service to deliver Serta iComfort mattresses. The delivery is often ‘white glove’, which means that the mattress is delivered to the room of choice, placed on the bed, the packaging is removed, and the old mattress is taken away.

Shipping time for Serta iComfort and Novosbed are the same. Both mattresses will be delivered within 10 days.

Each mattress retailer who stocks and sells Serta iComfort mattresses may or may not offer a sleep trial. Serta iComfort customers in the USA who choose to purchase their Serta iComfort TempActiv II mattress directly through Serta will receive a 120-night sleep trial. Unfortunately, this is not available in Canada.

Unlike Serta iComfort, Novosbed heavily promotes their in-home sleep trial. Novosbed has one of the longest sleep trials of all mattress brands with a 120-night sleep trial. 

Customers in both the USA and Canada who choose to purchase a Serta iComfort mattress at a retail store may incur restocking fees for returned mattresses, again, this is dependant on the individual retailer’s terms and conditions.

However, if a customer wishes to return their Novosbed mattress within the 120-night sleep trial, they will arrange to pick the mattresses up and issue a full refund. There are no additional return or restocking fees for the Novosbed mattress.

Out of the Box	Serta iComfort	Novosbed
Delivered in a box:	No	Yes
Box dimensions:	Not delivered in a box	19" x 19" x 44"
Box opening:	Not delivered in a box	Required scissors
Box/mattress fitting:	Not delivered in a box	Tight
Protection layers:	1	2
Expansion time:	No expansion time	3 minutes

The Serta iComfort mattress is not delivered in a box. Depending on the retailer, white-glove delivery service is often included in the price of a Serta iComfort mattress.

The Novosbed mattress was delivered to us within the expected delivery time. The Novosbed mattress is delivered compressed in a box. The Novosbed mattress is protected by heavy-duty plastic layers within the box to protect the Novosbed during shipping.

The Novosbed mattress box was sealed with heavy duty tape. Customers will definitely need scissors or a knife to open the box. Remember to be extra careful when opening the box with sharp objects.

Once opened, the compressed mattress is easy to remove from the box. A simple ‘tip-and-pull’ motion is what we recommend. Simply tip the box from a vertical position into a horizontal position and pull the mattress out of the box. We recommend doing this process in the designated bedroom.

The Novosbed mattress is protected with two layers of heavy-duty plastic and customers will need to unwrap the first layer of plastic in order to change the mattress from a cylindrical shape into a flat, albeit compressed, shape.

Some helpful advice at this stage is to place the rolled mattress on to the designated bed frame, find the end of the outer layer plastic, pull it loose, and use the resulting momentum to roll the mattress into position on the frame. Once in position, remove that outer plastic layer. After completing this process, customers will see a folded and unrolled mattress. Simply unfold the mattress, the top cover will be facing up, and place the corners in the correct position on the frame of foundation.

Next, cut the final layer of plastic and the new Novosbed mattress will start decompressing. Remove this final layer of plastic and the mattress should expand to its full height within a few minutes. The Novosbed mattress took 1 to 3 minutes to fully expand depending on the firmness. 

The Serta iComfort TempActiv II mattress is a combination foam mattress and is only available in one firmness option. The Novosbed mattress uses high-density memory foam and is available in three different firmness options: soft, medium, and firm.

One of the major differences between the Serta iComfort mattress and the Novosbed mattress is the different types of foam used for comfort and support. Each mattress contains comfort, transition, and support layers, and these layers vary slightly in height and density.

Also, each mattress has a unique top cover which showcases each brand’s mattress design. Top covers are sometimes washable, and both the Serta iComfort TempActiv II mattress and Novosbed mattress have machine-washable top covers.

Serta iComfort vs Novosbed Mattress Layers

Serta iComfort Mattress Layers

The Serta iComfort TempActiv II mattress contains 5 layers of foam:

• The first layer of foam in the Serta iComfort TempActiv II mattress is ¾” TempActiv™ gel memory foam. This layer is designed to provide optimal comfort and temperature performance.
• The second layer of foam in the Serta iComfort TempActiv II mattress is 1” of memory foam. This layer works with the comfort layer to alleviate pressure points and distribute body weight.
• The third layer of foam in the Serta iComfort TempActiv II mattress is 1″ transitional layer of support foam. This layer helps isolate movement.
• The fourth layer of foam in the Serta iComfort TempActiv II mattress is 1 ½” transitional layer of memory foam. This layer works with the first transitional layer and provides an additional level of contouring and helps distribute body weight.
• The final layer of foam in the Serta iComfort TempActiv II mattress is a 7″ polyurethane support foam layer. This layer which gives the mattress its structure and prevents sleepers from sinking in too far.

• Serta does not publicly disclose the density information of any of the foam layers used in the Serta iComfort TempActiv II mattress.

Novosbed Mattress Layers

Each Novosbed mattress contains four layers of foam. The soft, medium, and firm options all have different constructions and foam densities to customize the firmness level of the mattress.

Novosbed Soft Mattress:

• The first layer of the Novosbed mattress is 1” of high-density gel-infused memory foam. The ultra-durable top layer delivers responsive cooling and conforms to the body for a medium-soft feel. Foam density: 3.7 lbs/ft³.
• The second layer of the Novosbed mattress is 1” of premium airflow foam. This breathable layer allows heat to dissipate effectively while suppressing odor build-up. Foam density: 2 lbs/ft³.
• The third layer of the Novosbed mattress is 2” of open-cell pneumatic memory foam. This transition layer reduces motion transfer while providing further airflow. Foam density: 2.5 lbs/ft³.
• The final layer of foam in the Novosbed mattress is 7” of premium support foam. This durable bottom layer further eliminates motion transfer by distributing bodyweight and also helps the mattress maintain its structural integrity. Foam density: 1.8 lbs/ft³.

Novosbed Medium Mattress:

• The first layer of the Novosbed mattress is 1″ of premium airflow foam. This top layer allows for additional airflow, keeping heat from getting trapped near the surface. Foam density: 2 lbs/ft³.
• The second layer of the Novosbed mattress is 1” of high-density memory foam. This additional comfort layer provides pressure-point relief. Foam density: 4 lbs/ft³.
• The third layer of the Novosbed mattress is 2” of high-density memory foam. This ultra-durable transition layer further reduces motion transfer. Foam density: 4 lbs/ft³.
• The final layer of foam in the Novosbed mattress is 7” of premium support foam. This durable bottom layer further eliminates motion transfer by distributing bodyweight and also helps the mattress maintain its structural integrity. Foam density: 1.8 lbs/ft³.

Novosbed Firm Mattress:

• The first layer of the Novosbed mattress is 2″ of open-cell pneumatic memory foam. The top layer enhances cooling and breathability while giving the surface a firm feel. Foam density: 2.5 lbs/ft³.
• The second layer of the Novosbed mattress is 1” of open-cell pneumatic memory foam. In combination with the first layer, this transition foam provides pressure-point relief. Foam density: 2.5 lbs/ft³.
• The third layer of the Novosbed mattress is 1” of high-density memory foam. This responsive transition layer provides additional body contouring. Foam density: 4 lbs/ft³.
• The final layer of foam in the Novosbed mattress is 7” of premium support foam. This durable bottom layer further eliminates motion transfer by distributing bodyweight and also helps the mattress maintain its structural integrity. Foam density: 1.8 lbs/ft³.

Serta iComfort vs Novosbed Mattress Cover

Serta iComfort Mattress Cover

The Serta iComfort TempActiv ll features a cover material they call TempActiv™ Touch Fabric. Serta claims it has “temperature-regulating technology infused directly into the fabric”. The polyester and cotton top cover has a unique blue and grey design with a horizontal linear pattern. This cover is also removable and machine-washable.

Novosbed Mattress Cover

This distinctive Novosbed cover is an expression of the luxury that lies beneath. The soft sleep surface is woven from a blend of stretch-knit polyester and Tencel®, while the lower side walls are covered with furniture-grade upholstery. This white and chambray-blue exterior is designed not only for an attractive, signature look, but also for functionality.

The top cover is machine washable, with simple cleaning instructions:

1. Zip off the upper portion of the cover;
2. Put in the washing machine on a gentle cycle;
3. Tumble-dry on low, or air dry.

Consumers are becoming more environmentally conscious when making purchases. Retailers both in and out of the mattress industry have been incorporating more eco-friendly and ethical policies when selling products and choosing suppliers. GoodMorning.com Inc. carried out a survey in February 2017, discovering that almost 50% of Canadians are willing to spend more money for more environmentally friendly products. Therefore, in every review on Mattress-Reviews.com, we will highlight each mattress company’s green philosophy, as well as how prominent their policies are on their websites.

Feel & Firmness	Serta iComfort	Novosbed
Firmness:	5.6 / 10	Soft: 3.2 / 10 Medium: 3.7 / 10 Firm: 5.1 / 10
Edge Support:	6.7 / 10	Soft: 4.7 / 10 Medium: 3.8 / 10 Firm: 5.8 / 10
Motion Isolation:	7.4 / 10	Soft: 7.3 / 10 Medium: 6.8 / 10 Firm: 6.8 / 10
Bounce:	2.1 / 10	Soft: 2 / 10 Medium: 2.3 / 10 Firm: 2.9 / 10

Feel & Firmness

According to the testing conducted by third-party engineers (commissioned by us), the Serta iComfort TempActiv II mattress and Novosbed mattress firmness and feel are very different.

• The Serta iComfort TempActiv II mattress is a medium firmness mattress. It is rated at 5.6 / 10 on the firmness scale. The Serta iComfort TempActiv II mattress does not have significant ‘hug.’
• The Novosbed soft mattress is rated at 3.2 / 10 on the firmness scale. The Novosbed soft mattress does have ‘hug.’
• The Novosbed medium mattress is rated at 3.7 / 10 on the firmness scale. The Novosbed medium mattress does have some ‘hug.’
• The Novosbed firm mattress is rated at 5.1 / 10 on the firmness scale. The Novosbed firm mattress does not have ‘hug.’

Edge Support

Foam mattresses are not known for their edge support; in fact, it is often one of the main issues customers have when moving from innerspring mattresses to foam mattresses. According to the testing conducted by third-party engineers (commissioned by us), the Serta iComfort TempActiv II mattress and Novosbed mattress edge support are very different.

• The Serta iComfort TempActiv II mattress has above average edge support. It is rated at 6.7 / 10 on the edge support scale.
• The Novosbed soft mattress has average edge support. It is rated at 4.7 / 10 on the edge support scale.
• The Novosbed medium mattress has average edge support. It is rated at 3.8 / 10 on the edge support scale.
• The Novosbed firm mattress has above-average edge support. It is rated at 5.8 / 10 on the edge support scale.

Motion Isolation

Motion isolation in foam mattresses is usually very good and one of the main reasons couples make the switch from innerspring to memory foam. According to the testing conducted by third-party engineers (commissioned by us), the Serta iComfort TempActiv II mattress and Novosbed mattress motion isolation are both above average.

• The Serta iComfort TempActiv II mattress has above-average motion isolation. It is rated at 7.4 / 10 on the motion isolation scale.
• The Novosbed soft mattress has above-average motion isolation. It is rated at 7.3 / 10 on the motion isolation scale.
• The Novosbed medium mattress has above-average motion isolation. It is rated at 6.8 / 10 on the motion isolation scale.
• The Novosbed firm mattress has above-average motion isolation. It is rated at 6.8 / 10 on the motion isolation scale.

Bounce

Due to the fact that motion isolation for foam mattresses is generally very good, bounce is generally very low. According to the testing conducted by third-party engineers (commissioned by us), the Serta iComfort TempActiv II mattress and Novosbed mattress bounce are both below average.

• The Serta iComfort TempActiv II mattress has below-average bounce. It is rated at 2.1 / 10 on the bounce scale.
• The Novosbed soft mattress has below-average bounce. It is rated at 2 / 10 on the bounce scale.
• The Novosbed medium mattress has below-average bounce. It is rated at 2.3 / 10 on the bounce scale.
• The Novosbed firm mattress has below-average bounce. It is rated at 2.9 / 10 on the bounce scale.

Overview	Serta iComfort	Novosbed
Price (Queen):	$1,499 USD $2,880 CAD	$1,099 USD $1,299 CAD
Available in:	Worldwide	USA Canada
Made in:	USA	USA
Trial length:	Dependent on retailer	120 nights + Free Comfort+
Warranty:	10 years	15 years
Mattress height:	11.25"	11"
Number of layers:	5	3
Cover materials:	Polyester, Cotton	Polyester, Tencel®
Machine washable:	Yes	Yes
'Green' policies:	No mention on the website	Zero-waste manufacturing, Tencell® textiles
Feel:	Medium	Medium-soft Medium Firm
Firmness	5.6 / 10	Soft: 3.2 / 10 Medium: 3.7 / 10 Firm: 5.1 / 10
Edge support:	6.7 / 10	Soft: 4.7 / 10 Medium: 3.8 / 10 Firm: 5.8 / 10
Motion isolation:	7.4 / 10	Soft: 7.3 / 10 Medium: 6.8 / 10 Firm: 6.8 / 10
Bounce:	2.1 / 10	Soft: 2 / 10 Medium: 2.3 / 10 Firm: 2.9 / 10
Discount:	No discount	SAVE $100

Remember, Mattress-Reviews.com is owned, operated, and paid for by GoodMorning.com Inc. and advertises the Novosbed, Douglas, Juno, Recore, Brunswick, Logan & Cove, and Podium brands. The following is strictly our competitive opinion:

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There are a few factors that immediately stand out after comparing the Serta iComfort TempActiv II mattress and Novosbed mattresses. Each mattress in this Serta iComfort vs Novosbed mattress review has similar features especially with regards to comfort and support. The Serta iComfort mattress and Novosbed mattresses have a distinctive firmness and feel, level of edge support, level of motion isolation, and bounce.

What really excels one brand above the other is the multiple firmness options, sleep trial, and the adjustable firmness guarantee of Novosbed.  Novosbed is Mattress-Reviews.com’s Top Pick for a premium mattress under $1,500, and customers who choose to purchase a Novosbed mattress over a Serta iComfort TempActiv II mattress will save thousands of dollars, enjoy a lengthier sleep trial, and will have the option to fine-tune the firmness of their mattress with the free Comfort+ firmness adjustment kit.

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