memory foam | FoamTouch 5x24x24HDF Upholstery Foam Cushion High Density, 5″ H X 24″ W X 24″ L | Continuous Spring Mattress

Price: The Nectar mattress starts at $375 for the Twin size, and ranges up to $775 for a King or California King.

There’s Boll & Branch, another bedding startup, which promises “the world’s most comfortable sheets and pillows” and is opening stores around the country with zero inventory. Coyuchi, a 26-year-old San Francisco bedding brand, recently launched a Netflix-esque model for bedding; it wants customers to pay a monthly fee to get new bedding every six, 12, or 24 months.

If you’re the kind of sleeper who enjoys a firm surface then memory foam is the right fit for you –literally. The material transforms into the natural shape of your body for a more tailored sleeping experience. Because of the wide-range of support it offers, memory foam is the perfect fit for individuals suffering from chronic back pain. It is best in relieving joint pain and aching muscles because it replicates the natural mould of the body. Memory foam can help alleviate back aches as the material is made to enhance the natural curve of the spine, whatever position you sleep in.

The open-cell nature of Blu Sleep’s foam designs results in a level of breathability significantly higher than that of conventional memory foam, Dell’Accio says, adding, “When you squeeze our pillows, you can feel the air flow through.”

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"There is always an emphasis on having good densities and open cell, at least with the top layers," he said. "There’s some trade-off with density and breathability. But we mainly look for sleep climate-related properties—breathability, humidity, absorbance. And then there’s rebound, and the support that can be provided in different ways by different foams. There’s always a trade-off between visco, which aligns to your body but then you really sink in, and the kind of rebound support that doesn’t allow you to sink in so much. We try to find the right balance.’

"Bed-in-a-box is driving the movement to foam even more quickly," said Doug Todd, North American marketing director at Dow Polyurethanes. "It helps with the shipping and logistics side, but also drives a lot of the comfort relative to the mattress. I think this is the big driver for very strong growth."

Comfort, as we all know, is the No. 1 quality that consumers are seeking in their beds. But in these stressful times, we need to up the comfort quotient. Yes, we are talking about ultra-comfort.

Other spring finds at Interzum Cologne included Bad Essen, Germany-based Agro International GmbH & Co. KG’s DualActive. The double-layered unit features a firmer base, topped with a softer coil for comfort. Metal Matris, headquartered in Kayseri, Turkey, displayed a combination of high and low pocket coils. It also upped its coil count in some units to 2,000. Boyçelik, also headquartered in Kayseri, introduced pencil pocket spring units with higher counts, as well. “We are more concentrated on pocket springs, built together with three to four levels,” says Selma Bargu, Boyçelik sales representative.

“This recovery is now 10 years old, and that makes it the longest post World War II economic expansion,” he wrote. “How long can it go? Currently, many economists believe the growth can continue at least several more years.”

“People are in those camps for years, and oftentimes those countries are not particularly tolerant,” said Yodashkin.

A foam-only bed-in-a-box mattress is significantly easier to deconstruct at the end of its life than more traditional mattresses.