|Industry||Mattress, Bedding, E-commerce|
|Founder||Sam Prochazka, Andy Prochazka, Helenka Prochazka|
|Canada, United States|
|Products||Mattresses, Pillows & Bedding, Mattress Foundations, Bed Frames|
GoodMorning.com (formerly Novosbed) is a Canadian eCommerce mattress and sleep product company. The majority of their products are manufactured and sold in Canada, with select products made and sold in the United States.
Sam Prochazka co-founded GoodMorning.com in 2009 to give consumers an alternative to what he refers to as "the ubiquitously pushy, deceptive, and expensive mattress buying experience".
Headquartered in Edmonton, Alberta, Canada, the company was co-founded in 2009 by siblings Sam Prochazka, Andy Prochazka, and Helenka Prochazka under the name Novosbed. It was financed with $40,000 of personal investment. According to Fast Company, the company launched with the goal of selling quality mattresses without the traditional brick-and-mortar markup or the "annoying hassle of salespeople".
It has been described as a "retail disruptor" by the National Retail Federation due to its invention of the in-home sleep trial. The trial allows customers to purchase a mattress online and sleep on it for several months in the comfort of their homes while deciding if its the best fit for their sleep needs. Any mattress returned during the sleep trial comes with a money back guarantee. All returned mattresses are recycled or donated to a charity in need through the company's donation program. According to CBC News, mattress-in-a-box companies with sleep trials "exploded" from a handful to more than 150 in the mid-2010s. Prochazka has said the at-home risk-free sleep trial is "what made beds in boxes go viral."
Novosbed originally manufactured its mattresses in China but moved production to the US in 2012 where US orders are now built in Pennsylvania. Novosbed mattresses sold in Canada are manufactured in the Toronto area. Novosbed has cited higher and more reliable quality and lower trade tariffs as primary motivations for the relocation of their manufacturing.
In 2017, the company began expanding its Canadian product catalogue to include additional foam and spring-hybrid mattress brands at a variety of price points.
In 2019, Novosbed changed its name to GoodMorning.com and launched a new website under the same name that houses its full mattress product line, as well as sleep accessories. Despite this, most of GoodMorning.com's mattress brands continue to operate on their own transactional websites. GoodMorning.com brands have grown to include Douglas, Juno, Brunswick, Recore, Logan & Cove, and Octave (formerly known as Novosbed). 
The company's philanthropy dates back to 2010. In 2014, it was referred to as the "Warby Parker of mattresses" because of its in-home trial, its money-back guarantee, and the donation of returned mattresses to charities throughout North America. In a 2014 BBC News interview, the company's return rates were said to be 3%, substantially below the industry average of 10%.
In 2020, GoodMorning.com formed a charity partnership with the Make-A-Wish Foundation of Canada and donated $50,000 in new beds to children across Canada fighting critical illnesses during the COVID-19 pandemic.
- "BBB Profile". www.bbb.org. Retrieved 2 October 2014.
- Jermyn, Diane. "After frustrating mattress buying experience, twins launch own brand online". The Globe and Mail. Retrieved 2020-12-29.
- Gayomali, Chris (2014-07-30). "This Is What Happens When You Order From The Warby Parker Of Mattresses". Fast Company. Retrieved 2020-12-29.
- Soltes, Fiona (September 2014). "Breaking the Norm" (PDF). National Retail Federation, www.NRF.com. September 2014: 22 – via Global Retail Alliance.
- "How online retailer Novosbed is giving the mattress industry a wake-up call". financialpost. Retrieved 2020-12-29.
- "Edmonton mattress in a box | Radio Active with Adrienne Pan | Live Radio | CBC Listen". CBC Listen. Retrieved 2020-12-29.
- "Live Radio | CBC Listen". CBC Listen. Retrieved 2020-12-29.
- "Looming trade agreements may boost small businesses | The Spokesman-Review". www.spokesman.com. Retrieved 2020-12-30.
- Strauss, Marina (3 July 2018). "Mattress industry faces escalating tariff fight". The Globe and Mail. Retrieved 2020-12-30.
- "About GoodMorning.com | GoodMorning.com". www.goodmorning.com. Retrieved 2020-12-29.
- "Canadian Mattress Brand 'GoodMorning.com' Sees Phenomenal Growth with Plans for Expansion". Retail Insider. 2020-01-24. Retrieved 2020-12-29.
- Szostech, Michael (14 December 2022). "Mattress in a box companies in Canada". Retrieved 25 January 2023.
- "Truckload of New Mattresses for Boys & Girls Clubs". PRWeb. Retrieved 2020-12-29.
- Barton, Eric. "Why that workplace star wasn't a good hire". www.bbc.com. Retrieved 2020-12-29.
- "Sleep an elusive thing for weary new parents". calgaryherald. Retrieved 2020-12-29.