Canada's award-winning sleep company opens mattress stores in the GTA

Shopping for a mattress online can be convenient, but sometimes you want to picture your new mattress in your home and how it would feel. That's why you're now able to try these award-winning mattresses in person before you buy — right here in the GTA. 

What started as a Canadian bed-in-a-box e-commerce company behind brands like Douglas, Logan & Cove, Octave, and Juno has now evolved into a broader sleep retail experience. GoodMorning disrupted the sleep industry by bringing the first bed-in-a-box mattress to Canada in 2009 and introducing the 100-night sleep trial to the market.

Now, the company is expanding into retail with two new stores in the GTA, bringing its sleep products to one of Canada's largest markets. The new locations give Ontario shoppers a better way to find and try their next mattress.

The new locations in Vaughan and Etobicoke bring Douglas, Logan & Cove, Octave, and Juno together under one roof, making it easier to compare mattress styles, comfort levels, and price points before deciding what works best for your sleep.

Here’s what you should know about these stores. 

A mattress store designed to feel less like a mattress store

Walk into either GoodMorning location, and you’ll notice some familiar touches.

There are coat racks where you can hang your jacket, slippers to wear while trying mattresses, and warm lighting that makes the space feel closer to a bedroom than a conventional showroom.

GoodMorning staff does not work on commission, so you can have a more relaxed shopping experience, which means there's less pressure to make a purchase or choose one mattress over another. Instead, shoppers can take their time, test different options, and ask questions before deciding what feels right.

The best mattress store in Ontario should offer a wide selection of high-quality mattresses and strong value, while making it simple, comfortable and pressure-free to find the right one. GoodMorning’s new GTA stores deliver on all three.

You can try some of Canada's award-winning mattresses in person

GoodMorning may be expanding its physical retail presence, but its mattress brands have been familiar to online shoppers for years.

The stores feature the company's full mattress lineup, including Douglas, known for its Canadian-made foam mattresses; Logan & Cove, its luxury hybrid mattress brand; Octave, designed for cooling and comfort; and Juno, its value mattress option for budget-conscious shoppers.

The collection has also earned national recognition.

Douglas was named Best Overall Mattress in Canada by Forbes Vetted in 2024. Octave was named best mattress overall by Forbes Vetted, while Logan & Cove was named a Product of the Year® Canada winner in 2026.

That means shoppers who previously had to rely on online reviews, mattress specifications, and at-home trials can now experience these award-winning options in person before bringing one home.

Yes, you can actually bring your mattress home with you

One of the more convenient features of the new stores is GoodMorning's mattress take-home option.

Rather than choosing a mattress and waiting for it to arrive another day, you can purchase your mattress in-store and take it home so you can start sleeping on it right away.

If you're moving into a new home, replacing an old mattress, or simply don't want to coordinate another delivery, it removes one more step from the process.

The convenience doesn't stop at the mattress, either. You'll also get a free bedding bundle with your mattress purchase, so you have more of what you need to sleep better from night one.

You still get the perks of buying online

Being able to try a mattress in-store doesn't mean giving up the benefits that helped make online mattress shopping popular.

GoodMorning mattresses come with up to a 365-night sleep trial, giving you time to experience your mattress in your own bedroom and make sure it works for you, with no return or exchange fees.

Mattresses are also backed by a 15-year warranty, giving you added peace of mind with your purchase.

This means you still get the best of both worlds: the ability to compare mattresses in person before buying, plus some time at home with your new mattress to ensure it's the right fit.

Customer comfort and satisfaction are the focus

GoodMorning has always taken a customer-first approach to their shopping experience, earning the company an Excellence in Customer Service Award in 2025.

That focus also carries into its Vaughan and Etobicoke stores. The store's staff are trained to help you understand your options and find a mattress that suits your comfort preferences, budget, and sleep setup.

With staff who don't work on commission, the focus stays on helping you find the right fit rather than just closing the sale.

A new way to mattress shop in the GTA

With four Canadian mattress brands, award-winning products, commission-free staff, and stores designed to feel comfortable rather than overwhelming, GoodMorning's arrival in Vaughan and Etobicoke gives GTA shoppers another option for better sleep.

With the take-home option, a free bedding bundle with mattress purchases, generous sleep trials, and warranty coverage, GoodMorning  stands out as the best mattress store in Ontario.

For Toronto-area shoppers who have been curious about Douglas, Logan & Cove, Octave, or Juno but want to try them before committing, you can now leave the browser tabs and test them for yourself.