If you are comparing the Emma Original Mattress to other mattress in a box brands, you are not alone. Most shoppers end up in an online loop of foam names, discount timers, and affiliate rankings. The part that often gets missed is that retail store mattresses in Canada can match or exceed the material quality of online only models, and you can actually test them in person before you commit.
In this guide, I am going to compare the Emma Original (a compressed, delivered-to-your-door mattress in a box) to two value-forward models from the NM® Cozy Mattress Collection at National Mattress:
- NM 8" Medium Firm Memory Foam Mattress (a simpler, firmer, budget-friendly build)
- NM 12" Medium Firm Memory Foam Mattress (Chelsea) (a thicker, plusher build that is closer in feel to Emma)
Who this comparison is for:
- You want a spec-based, manufacturing-informed comparison, not a marketing contest.
- You are deciding between an online mattress in a box and a retail store mattress you can test.
- You care about durability indicators like support core density, layer thickness, and warranty terms.
- You want to understand why brands like Serta, Beautyrest, and Sealy still matter in 2025, even if you ultimately buy online.
Disclosure + pricing note: This post is published on NationalMattress.ca, and National Mattress sells the NM® Cozy collection and other brands. Emma is a third-party brand and this is not a paid endorsement. All prices shown are in Canadian dollars. Promotions change frequently, so use the prices here as a reference point and always confirm today's total at checkout.
Quick Verdict
Best Overall for Most Canadians: NM 12" Medium Memory Foam (Chelsea)
If you like the medium-soft to medium feel of Emma but want better value and the ability to compare in-store, the NM 12" is the strongest all-around pick in this matchup.
- Closest feel match to Emma in this comparison (both are around the 4 out of 10 range).
- Thicker comfort package than a basic foam build, with multiple transition layers.
- Transparent core density listed at 1.8 lb per cubic foot, which is a solid durability indicator for the base foam.
- Made in Toronto, Canada and available through a retailer with in-store testing.
Quick context: If you specifically want the springier bounce of a pocket coil hybrid, Emma can still make sense. But if your goal is to maximize specs per dollar and reduce guesswork, the NM Cozy lineup is hard to ignore.
Mattress Breakdown
| Comparison Point | Emma Original Mattress | NM 8" Medium Firm Memory Foam | NM 12" Medium Memory Foam (Chelsea) |
|---|---|---|---|
| Overall score (specs + value) | 7.6 / 10 | 8.2 / 10 | 8.7 / 10 |
| Queen price (CAD) | Price shown online: $324 sale, $499 regular (pricing varies by size and promotion) | $400 | $630 |
| Type | Hybrid (springs + foam layers) | All-foam (gel memory foam over HD foam core) | All-foam (thicker memory foam stack over HD foam core) |
| Feel / firmness | Medium-soft (about 4 out of 10) | Medium to medium-firm (about 6 out of 10) (best for back and stomach) | Medium (about 4 out of 10) (more pressure relief for side sleepers) |
| Sleep trial | Emma advertises a trial; recent policy states 100 nights for purchases after Apr 25, 2025 (verify at checkout) | 100-night sleep trial with exchange option (refunds only on unopened items) | 100-night sleep trial with exchange option (refunds only on unopened items) |
| Warranty | 10 years | 10 years | 10 years |
| Best for | Shoppers who want a medium-soft hybrid feel and convenient boxed delivery. | Value seekers, back or stomach sleepers, and couples who want strong motion isolation. | Side sleepers, couples, and anyone who wants a softer feel without paying typical online brand pricing. |
Key differences (what matters in manufacturing terms)
1) Support architecture: Emma Original uses a spring support unit under thin foam layers. That typically increases bounce and can help with airflow, but it also means the "feel" changes more with body weight and sleeping position. The NM Cozy models here use a high-density foam core, which usually gives more uniform motion isolation and a quieter, more consistent response.
2) Durability indicators you can actually compare: In foam-core mattresses, the support core density is one of the most telling specs for long-term shape retention. Both NM Cozy models list a 1.8 lb per cubic foot high density support core. Emma markets proprietary foam names and spring zoning, but does not publish foam density (lb per cubic foot) or the spring coil count in plain view. If you care about durability, those are meaningful omissions because density and coil build are the numbers engineers use to predict fatigue and body impressions.
3) The retail advantage: If you can test a mattress in-store, you can evaluate the two things that online descriptions cannot reliably predict: pressure distribution (especially at shoulder and hip) and spinal alignment in your actual sleeping posture. This is where traditional brands and retailers still win. Even if you love buying online, you can use in-store testing to calibrate your preferences first, then decide.
Do not stop at NM Cozy. If you want more "traditional brand" options that you can test in-store, start here:
- Shop Serta mattresses
- Shop Beautyrest mattresses
- Shop Sealy mattresses
- Shop memory foam mattresses
- Shop mattress in a box options
Mattress Sizes & Prices
The NM Cozy models have clearly listed prices by size in CAD. Emma pricing is promotion-driven and the product page displays a starting price online, so use the Emma column as a live-check link rather than a static price list.
| Size | Emma Original (online) | NM Cozy 8" (new) | NM Cozy 12" Chelsea (new) |
|---|---|---|---|
| Twin / Single | Check current price (starts at $324 sale, $499 regular) | $270 | $420 |
| Twin XL | Check current price | $360 | $560 |
| Double / Full | Check current price | $360 | $560 |
| Queen | Check current price | $400 | $630 |
| King | Check current price | $460 | $710 |
| California King | Available (10" height) | Not offered in this model | Not offered in this model |
Value note: When a mattress is hundreds of dollars less at the same firmness, the question is not just "is it cheaper?" It is "what is inside, and can I verify the feel before I commit?" That is where in-store comparisons and disclosed core specs make a difference.
Mattress Performance Results
These performance ratings reflect how these builds typically behave based on their materials and construction. If you can, confirm with an in-store test (especially for edge support and pressure relief).
| Metric | Emma Original | NM Cozy 8" | NM Cozy 12" Chelsea |
|---|---|---|---|
| Firmness (1 to 10) | 4 (medium-soft) | 6 (medium to medium-firm) | 4 (medium) |
| Edge support | Good (hybrid spring unit tends to hold shape better at the perimeter) | Fair (8" all-foam, great value but less perimeter structure) | Fair to good (thicker foam stack, still all-foam) |
| Motion isolation | Good (foam dampens motion, coils can add a little rebound) | Excellent (foam-core build is naturally quiet) | Excellent (multiple foam layers reduce transfer) |
| Bounce / responsiveness | Good (springs increase rebound) | Low (memory foam feel) | Low to medium (thicker foams, slightly more pushback than the 8") |
| Cooling | Good (spring core plus breathable foam marketing) | Good (gel memory foam + bamboo cover) | Good (gel memory foam + cotton cover, but thicker memory foam can retain heat) |
Firmness
Firmness numbers are not universal, but they are useful for relative comparison. Emma is positioned as medium-soft around 4 out of 10. In the NM Cozy collection, the 12" Chelsea is the closer feel match at about 4 out of 10, while the 8" leans firmer at about 6 out of 10.
Edge Support
Edge support is mostly about perimeter reinforcement and the stiffness of the support system. Pocket coils often hold the edge better than foam cores of the same height, especially for people who sit on the edge to put on shoes. If edge support is a must-have, you should also test Beautyrest, Sealy, or Serta hybrid and pocket coil options in-store.
Motion Isolation
Foam-core mattresses usually win motion isolation because the material is viscoelastic and absorbs vibration. If you sleep with a partner, the NM Cozy models will generally feel quieter and more "dead" in a good way. Emma is still strong here, but the spring unit can add a touch of rebound depending on your combined body weight.
Bounce
If you prefer a mattress that feels easier to move on (combination sleepers, people who dislike the "stuck" sensation), hybrid springs typically help. All-foam mattresses can feel slower, especially as room temperature drops. This is one of the easiest differences to feel in a showroom, so take advantage of it.
Cooling
Cooling is not just about gel particles. It is a system issue: cover breathability, quilt thickness, foam openness, and how much of your body sinks in. Thicker memory foam stacks can retain more heat, even with cooling claims, so prioritize a breathable cover and do a 10-minute test if you tend to sleep warm.
Mattress Construction
This is the section most shoppers skip, and it is the section that usually decides long-term satisfaction. A mattress is a layered composite. The comfort layers set the feel. The transition layers control how fast you "bottom out." The support core (or coil unit) controls long-term shape and alignment.
Emma Original Mattress (10" hybrid)
Height: 10 inches
Build type: hybrid with springs + foam layers
- Top cover: polyester (Emma lists a breathable washable cover in product marketing)
- Comfort layer: Hyper Soft Foam (0.59")
- Comfort layer: Visco memory foam (0.59")
- Comfort layer: Comfort foam (0.59")
- Support system: Springs (7.67"), described as ergonomic, 7-zone, edge-to-edge pocket springs
- Bottom cover: polyester and polypropylene blend
What is not disclosed (and why it matters): Emma does not clearly publish foam density (lb per cubic foot) for each foam layer or coil count for the spring unit. Density is one of the cleanest durability predictors for foam, and coil count plus coil design helps explain support and edge stability in hybrids. If you are the type of shopper who keeps a mattress for 8 to 10 years, these numbers are worth asking about.
Feel notes (what you should notice): Expect a plush, pressure-relieving surface with a little spring lift underneath. The medium-soft feel should be friendly for side sleepers, but lighter back sleepers sometimes feel "too soft" if their hips sink more than their shoulders.
Who should avoid: shoppers who need a firmer feel (6 to 8 out of 10), shoppers who want to test in-store first, or anyone who wants full material specs (foam densities, coil count) before buying.
NM 8" Medium Firm Memory Foam (NM® Cozy Collection)
Height: 8 inches
Firmness: medium to medium-firm (about 6 out of 10)
- Cover: hypoallergenic bamboo cover
- Quilt: non-quilted stretch-knit surface (faster response and less "puffy" loft)
- Comfort layer: 1" cool gel memory foam
- Transition/support layer: high resilient bio foam
- Support core: NM HD+ high density support core (1.8 lb per cubic foot)
Manufacturing perspective: This is a straightforward, cost-efficient build: thin memory foam for pressure relief, then a stable base. With an 8" profile, you will generally feel the support core sooner than in a 12" mattress. That is not bad, it is just a different feel target.
Feel notes (in-store): Initial comfort is mild and supportive, with less sink than the Emma. Back and stomach sleepers usually like the flatter surface. Side sleepers with sharper shoulders often prefer the 12" Chelsea instead.
Who should avoid: dedicated side sleepers who need deep shoulder and hip relief, and anyone who wants a very plush surface feel.
NM 12" Medium Memory Foam (Chelsea) (NM® Cozy Collection)
Height: 12 inches
Firmness: medium (about 4 out of 10)
- Cover: SoftLux cotton cover
- Quilt: 0.5" cotton channel quilted layer (adds surface plushness)
- Comfort layers: 2.5" gel infused visco memory foam + 2" high compression bio-foam
- Support layers: 1.8 lb pressure-relieving comfort foam + 2.5" supersoft high density foam
- Support core: NM HD+ high density support core (1.8 lb per cubic foot)
- Made in: Toronto, Canada
Manufacturing perspective: The Chelsea is built like a "comfort-first" foam mattress, but it still uses a stable 1.8 lb core. The extra transition layers help prevent the sudden bottoming-out sensation that happens when a soft comfort layer sits directly on a firm base.
Feel notes (in-store): You should feel more immediate pressure relief than the 8", especially on your side. The surface will feel plusher because of the quilt and thicker memory foam. If you are used to hybrid bounce, it will feel quieter and slower to respond.
Who should avoid: sleepers who run very hot and dislike memory foam, or shoppers who want a springy, buoyant surface feel.
Also in the NM Cozy collection: If you want a firmer feel than anything in this comparison, look for the NM Arruda 10" Firm options in the same collection. It is designed for shoppers who prefer a flatter, more supportive surface.
Delivery, Sleep Trial & Returns
| Policy / Detail | Emma Original (online) | National Mattress (NM Cozy collection) |
|---|---|---|
| How it arrives | Compressed and shipped to your door (mattress in a box) | Available online and in-store; many models are also "mattress in a box" for easy setup |
| Delivery timing | Emma notes no-contact delivery and estimates 5 to 10 business days (plus optional paid delivery upgrades in some provinces) | Free next-day delivery is promoted for many local areas; delivery zones, timing, and any minimum order thresholds depend on your postal code and checkout selection. |
| Sleep trial | 100-night trial per current Emma policy for purchases after Apr 25, 2025 (verify at checkout) | 100-night sleep trial with exchange option; no exchanges in first 15 days |
| Returns vs exchanges | Emma advertises free shipping and returns; confirm the latest return steps and eligibility in the current terms. | Unopened products can be returned within 100 days for a full refund; once opened, refunds are not offered, but an exchange may be possible within the trial period if the mattress is clean and in good condition. |
| Price match | Not typically offered in the same way by online only brands. | Price match guarantee includes a 10% price-beat on the difference and post-purchase protection within 100 days (authorized Canadian dealers, spec-based matching). |
Practical tip: No matter which mattress you buy, use a waterproof mattress protector from day one. It protects your warranty and return and exchange eligibility. A tiny stain is one of the fastest ways to lose exchange options.
Should You Buy Emma Original, NM Cozy 8", or NM Cozy 12"?
Buy or consider Emma Original if you want:
- A hybrid feel with more bounce from a spring support unit.
- A medium-soft feel target (around 4 out of 10) for side sleeping comfort.
- Delivery to your door with minimal shopping steps.
- A mattress that is designed to ship compressed and expand at home.
- A straightforward online warranty (10 years).
- You are comfortable buying without seeing foam densities or coil count.
Who should avoid Emma Original: shoppers who need a firmer mattress, shoppers who want to test multiple feels side-by-side in store, or anyone who wants engineering-grade specs (foam densities, coil count, coil gauge) before buying.
Buy or consider NM Cozy 8" Medium Firm if you want:
- A lower-priced alternative to most online mattresses in a box (especially in queen and king).
- A flatter, more supportive surface for back or stomach sleeping.
- A simple, durable foam-core design with a listed 1.8 lb support core.
- Strong motion isolation for couples.
- The convenience of a boxed mattress while still buying through a retailer.
- The ability to compare against other foam and hybrid options in-store before committing.
Who should avoid NM Cozy 8": dedicated side sleepers who need deep pressure relief, and sleepers who prefer a plush, slow-melting memory foam surface.
Buy or consider NM Cozy 12" (Chelsea) if you want:
- A medium feel with strong pressure relief that is closer to the Emma feel target.
- A thicker foam stack that helps reduce the "bottoming out" sensation for shoulders and hips.
- Excellent motion isolation for couples and light sleepers.
- A foam-core mattress with a listed 1.8 lb density support core.
- Canadian-made value and the option to compare in-store with other National Mattress brands.
- A straightforward path to upgrade later into higher-end coils or hybrids (Serta, Beautyrest, Sealy) if you realize you want more bounce and edge structure.
Who should avoid NM Cozy 12": sleepers who want a springy, buoyant surface feel or who know they sleep very hot and dislike memory foam.
Final CTA: If you want the closest match to Emma's softness with better in-store comparability and strong value, start with the NM 12" Chelsea.
Shop NM 12" (Chelsea) Read the Mattress Buying GuideFAQs
1) What are the most important specs to compare between mattresses?
Start with the support system (foam core vs coils), the thickness of the comfort and transition layers, and any disclosed durability indicators like foam density (lb per cubic foot) or coil build. Marketing names are not useless, but they are not engineering specs. When density or coil details are not disclosed, you are trusting brand reputation and warranty handling rather than measurable build targets.
2) Why does foam density matter so much?
Density is a material property that correlates strongly with how the foam handles repeated compression cycles. Higher density support foams generally resist premature softening and body impressions better than lower density foams. A listed 1.8 lb per cubic foot core is a solid base-foam specification in this price range.
3) Why do people still buy Serta, Beautyrest, and Sealy instead of only buying online brands?
Because these brands offer a wide range of constructions you can test in-store, including pocket coil, hybrid, and advanced cooling builds. They also tend to have consistent manufacturing standards, established warranty channels, and multiple firmness options. If you are shopping online, use these brands as a baseline for feel and support, even if you ultimately choose a mattress in a box.
4) Is a mattress in a box automatically lower quality?
No. Compression packaging is a logistics choice. A well-built mattress can ship compressed and perform well. The real quality questions are inside: foam quality, coil quality (if present), glue and lamination methods, cover durability, and whether the mattress uses a stable support core or a robust spring unit. The risk with some online brands is not the box, it is the lack of comparable specs.
5) What is the difference between a refund and an exchange at a retailer?
A refund usually means returning the product and receiving money back. An exchange means swapping to another model or comfort level. At National Mattress, unopened products may be returned within a defined window for a refund, while opened mattresses are typically handled through the sleep trial exchange process if the product remains clean and in good condition.
6) What should I do when testing mattresses in-store?
Give each mattress at least 8 to 10 minutes in your primary sleep position. Check shoulder pressure (side sleeping), lumbar support (back sleeping), and whether your hips sink too far (especially on softer builds). Then sit on the edge. Finally, roll and change positions. The goal is not to find the softest surface. The goal is to find the best alignment and pressure balance for your body.
Closing Disclaimer
This comparison is educational and based on published specifications, retailer information, and standard material-performance relationships. Pricing and policies can change, so confirm current terms before purchase. Always use a mattress protector to help preserve hygiene and warranty eligibility. If you have a medical condition or persistent pain, consult a qualified professional for personalized advice.
