Novaform and Brunswick are two of the most well-known mattress brands in Canada, and both brands have built up a loyal Canadian customer base.

Novaform

Novaform has been making mattresses and other sleep-related products since 1997. Sold exclusively in Costco stores throughout North America, Novaform is a brand of Innocor Inc., a specialist foam manufacturer based in New Jersey, USA.  The most popular mattress in Novaform’s line-up, the Serafina Pearl, has been available since 2016 and has helped Costco enter the mattress retail space and provide sleep solutions to millions of shoppers every year.

Brunswick

Brunswick was introduced by GoodMorning.com in late 2018 as a classic hybrid mattress, made for modern Canadians. The design, build, and comfort are meant to be refreshingly simple and familiar while leveraging some of the best innovations in modern mattress making (e.g. hemp-based fabric, zoned pocketed springs). The spring-foam hybrid is sold online, compressed in a box, and shipped directly to customers’ doors throughout the country.

Delivery, Trial, Returns	Costco Novaform	Brunswick
Shipping cost:	Free shipping	Free shipping
Shipping time:	15–20 business days	3–10 days
Sleep trial length:	90 nights	120 nights
Return ease:	Return in store or arrange free pickup over the phone	Company picks up
Refund:	Yes, full refund	Yes, full refund
Additional fees:	No	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.

Out of the Box	Costco Novaform	Brunswick
Delivered in a box:	Yes	Yes
Box dimensions:	20" x 23" x 40"	16” x 16” x 63” (Twin - Queen); 16” x 16” x 79” (King, Cal. King)
Box opening:	Required scissors	Required scissors
Box/mattress fitting:	Loose	Tight
Protection layers:	5	4
Expansion time:	24 hours	6 minutes

Delivery Times & Opening the Box

Both the Costco Novaform and Brunswick mattresses arrived within the expected delivery times. Each product was well-protected with heavy-duty plastic to keep the mattress in good condition during shipping.

Both boxes were sealed with heavy-duty tape. Customers will definitely need scissors or a knife to open either box. To prevent potential harm to your new mattress, remember to be extra careful when using sharp objects to remove any packaging.

Setting up the Mattress

Once opened, each mattress is easy to remove from the box. We recommend a ‘tip-and-pull’ motion to slowly slide the mattress out from its cardboard container. Simply tip the box from a vertical position down onto its side, and then pull the lightweight box away from the bundled mattress. It’s most efficient to do this process in the room where you intend to use the mattress.

Both mattresses are protected with multiple layers of heavy-duty plastic – an inner layer to compress it in a vacuum seal, and outer layers to keep them rolled tightly in a cylinder shape.

Customers will need to unwrap the first layer in order to unroll the mattress, which will still be in its compressed form. Some helpful advice at this stage is to place the rolled up mattress onto the designated bed frame. Next, like the end of a roll of tape, find and peel back the outer layer of plastic. You can use the momentum of unrolling the compressed mattress along the bed frame to help remove the rest of this layer, which could be up to a few meters long. After completing this process, the mattress will be lying unrolled before you.

Expansion Time

Next, cut the final layer of plastic. The vacuum seal now broken, the mattress will quickly begin to decompress. Remove this final layer of plastic as the mattress expands to its full height. Brunswick reached full expansion in under 10 minutes, but the Novaform mattress took around a full 24 hours to decompress.

The Novaform Serafina Pearl and Brunswick have different constructions, with Costco’s bed-in-a-box being a memory foam mattress, and Brunswick being a spring-and-foam hybrid. Brunswick comes in one distinct firmness option, while the Serafina Pearl is available in three.

Some of the other major differences between the Costco Novaform and Brunswick are the different types of foam used for comfort, contouring, and pressure point relief, as well as the support structure. Each mattress contains comfort, transition, and support layers, and these layers vary slightly in height and density.

Also, both mattresses have a unique top cover which showcases each brand’s mattress design. Top covers are sometimes washable, but neither the Novaform mattress nor the Brunswick has a removable or machine-washable top cover.

Costco Novaform vs Brunswick Mattress Layers

Novaform Mattress Layers

The Novaform Serafina Pearl mattress contains three layers of foam. Like many of the memory foam mattresses on the market today, each layer of foam in the Novaform mattress works with the others to provide an overall level of comfort and support.

• First layer: 3 inches of ComfortLuxe® gel memory foam. This top layer is designed to stay cool enough to help regulate body temperature overnight. Foam density: Unspecified.
• Second layer: 3 inches of convoluted CustomWave™ foam. This “egg carton” transition foam provides an overall balance between the top and bottom layers, allowing hot air a passageway out through the sidewalls of the mattresses.
• Third layer: 8 inches of support foam. This thick bottom layer helps give the mattress its structure.

Of note: Unfortunately, the density information for the layers is not available on either the Costco or Novaform website.

Brunswick Mattress Layers

• Cover fill: 0.25 inches of Dacron fiberfill. This fluffy and lightweight material fills the cover's tufting and gives the mattress its distinct shape and initial softness.

• First layer: 0.75 inches of cooling gel foam. This first layer of foam is notable for its softness and heat-dissipating qualities, exactly what you want from the uppermost layer of the mattress.

• Second layer: 1 inch of cooling gel memory foam. While providing additional heat regulation, the use of a thin layer of memory foam in this important placement creates some gentle body contouring helps to relieve pressure points.

• Third layer: 1 inch of high-density bio foam. This is the transition layer that separates the softer, responsive layers above and the firm support of the pocketed coil base below. Since this high-density layer is more rigid than most, the mattress can achieve its medium-firm feel that the vast majority of Canadian sleepers enjoy. Had a more responsive layer been used in this position, the Brunswick mattress would have ended up feeling softer. The foam is created from a blend of traditional polyurethane and environmentally conscious soy oil.

• Fourth layer: 8 inches of multi-tempered pocketed steel coils with a 4-inch foam encasement perimeter. This layer of individually wrapped springs contributes to the mattress's perceived firmness, support, and overall integrity. The coil design helps to minimize motion transfer because each coil compresses individually. The pocketed coils are also arranged into three distinct zones across the length of the mattress. The central third has thicker springs that take more weight to compress, while the springs on either side are lighter to allow for more cushioning. Because the majority of body weight resides in this central region, the zoned support system helps sleepers to maintain spinal alignment and reduce instances of morning back pain.

Of note: Two layers of 0.5-inch polyfibre are also included in the construction, one on either side of the pocketed coils. This additional inch accounts for the overall 12-inch height of the mattress. The 4-inch rigid foam encasement surrounding the pocketed coils helps to enhance edge support.

Costco Novaform vs Brunswick Mattress Cover

Novaform Mattress Cover

The Novaform Serafina Pearl mattress has a 100% polyester top cover smartly decorated with quatrefoil patterns and button tufting. A rope border separates the quilted top cover from the grey, diamond-stitched sidewalls. Due likely to the compression process, the sidewall may bunch in certain sections, leaving creases. These creases should mostly disappear after the first few days, though a few may remain, as evidenced by the photos in this review article.

According to the product tag, the mattress cover is a blend of fabrics originating from Canada, but assembled in the United States:

Top cover: 100% polyester.
Side wall: 60% polyester; 40% polypropylene.
Bottom: 39% polyester; 29% rayon; 29% polyester; 3% aramid.

Mattress covers often include zippers for easy removable of the outer fabric. The cover of the Novaform Serafina Pearl is neither removable or machine washable. Therefore, the only option for cleaning this mattress is spot cleaning.

Brunswick Mattress Cover

Appearance

The Brunswick mattress has a distinct cover that makes it instantly recognizable among its competitors in the online mattress industry. The white Euro-top cover is tufted in channels from end to end along its top portion and sidewalls. This gently lifts the fabric, making the mattress seem soft and inviting even before you lie down. Most notably, the green checkered gusset spans the full perimeter and gives Brunswick its colour and personality.

Materials

Brunswick’s white cover is a modern blend of polyester, hemp, and spandex. These stretchable and breathable materials are further strengthened by hemp, a material that few other bed-in-a-box mattresses have yet to adopt. Hemp is naturally antimicrobial and has three times the tensile strength of cotton. The Brunswick top cover is not machine washable and can be spot cleaned only.

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	Costco Novaform	Brunswick
Feel:	Medium-soft	Medium-firm
Firmness:	3.4 / 10	6.2 / 10
Edge support:	2.7 / 10	5.8 / 10
Motion isolation:	8.2 / 10	6.7 / 10
Bounce:	1.4 / 10	5.5 / 10

Feel & Firmness

According to the testing conducted by third-party engineers (commissioned by us), the Novaform and Brunswick mattresses have a similar firmness and overall feel:

• The 14″ Novaform Serafina Pearl Medium we tested has a medium-soft feel, bordering on medium-soft. It is rated at 3.4 / 10 on the firmness scale and has a bit of ‘hug.’
• The Brunswick mattress has a medium-firm feel, earning a 6.2 / 10 rating for overall firmness. The Brunswick does not have excessive ‘hug.’

Edge Support

Mattresses containing springs are sought after for their edge support, especially in comparison to foam mattresses. It is one of the issues brought up most often to mattress retailers. According to the testing conducted by third-party engineers (commissioned by us), the Novaform and Brunswick edge support scores are very different:

• The 14″ Novaform Serafina Pearl Medium mattress has below-average edge support. It is rated at 2.7 / 10 on the edge support scale.
• The Brunswick mattress also has above-average edge support. It is rated at 5.8 / 10 on the edge support scale.

Motion Isolation

Motion isolation in hybrid mattresses is usually very good and one of the main shopping considerations for customers who share their bed with a partner. According to the testing conducted by third-party engineers (commissioned by us), motion isolation for the Novaform mattress and Brunswick are both above average.

• The 14″ Novaform Serafina Pearl Medium mattress has above-average motion isolation. It is rated at 8.2 / 10 on the motion isolation scale.
• The Brunswick mattress has above-average motion isolation. It is rated at 6.7 / 10 on the motion isolation scale.

Bounce

Mattresses containing springs are known for having a much better bounce when compared to foam mattresses. According to the testing conducted by third-party engineers (commissioned by us), the Novaform and Brunswick mattress have very different bounce ratings:

• The 14″ Novaform Serafina Pearl Medium mattress has below-average bounce. It is rated at 1.4 / 10 on the bounce scale.
• The Brunswick mattress also has average bounce, earning a 5.5 / 10 rating.

Overview	Costco Novaform	Brunswick
Price (Queen):	$1,080 CAD	$999 CAD
Made in:	USA	Canada
Trial length:	90 nights	120 nights
Warranty:	20 years	15 years
Mattress height:	14"	12"
Number of layers:	3	4
Cover materials:	Polyester, polypropylene, rayon, aramid	Polyester, hemp, spandex
Machine washable:	No	No
Green policies:	Foam infused with seed-based oils	Soy-based eco foam; Hemp fabric; Optimized shipping
Feel:	Medium-soft	Medium-firm
Firmness:	3.4 / 10	6.2 / 10
Edge support:	2.7 / 10	5.8 / 10
Motion isolation:	8.2 / 10	6.7 / 10
Bounce:	1.4 / 10	5.6 / 10
Year-Round Price Guarantee:	No	CLICK HERE

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

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There are a few factors that immediately stand out after comparing Brunswick with Costco’s top-selling Novaform model. Each mattress has a few similar features, especially with regards to comfort and support. Also, each mattress excels in a particular area with regards to edge support, motion isolation, and bounce.

What really makes one brand stand out in regards to the other are the zoned support, longer sleep trial, and Canadian-ness of Brunswick. Brunswick is Mattress-Reviews.com’s Top Pick for Spring Mattress under $1,000 CAD. Customers who choose to purchase a Brunswick mattress instead of a Novaform will enjoy supporting a Canadian company while also having around an extra month to decide whether the mattress is right for them.