Hi Lew,
I talked to one of the Denver stores today in Denver that had it on the floor (their head office is on answering machine so I havenât talked with them yet) and have a bit more information.
The mattress only prices including the topper but without a foundation (which makes an apples to apples comparison with other mattress possible) is Twin XL $1849, Queen $2249, and King $2599.
They take $100 off if you buy it without the topper which means that the margin would be higher on a âmattress onlyâ without the topper.
They also told me they have had a general price increase all around which affected the price of the IChoice along with all their other mattresses.
The tick is removeable and is a 4 way stretch which is higher quality apparently than the Aspen and Snowmass and also told me it has some cooling mechanism although they are still waiting for more detailed specs and he didnât know what it was. The straps that go with the topper as well as the topper/mattress design would also add to the cost of production.
It has 8" of latex (with the topper) which is the same as the Snowmass (and more than the Aspen) although it also has a slightly thicker layer of 1.8 lb poly on the bottom than what was in the Snowmass which would add something to the cost as well.
Itâs also much more common for more âluxuryâ mattresses to have higher margins than budget mattresses so this would probably be part of it as well but overall ⌠while itâs still âbetter than averageâ value if you compare it to larger brands ⌠I certainly wouldnât put it in the same value range as the Snowmass or the Aspen was.
Both the Snowmass and the Aspen also had an inch of poly in the comfort layers and while this is lower density at 1.35 lbs ⌠with only an inch it wouldnât have a significant effect on durability although I wish theyâd used higher density anyway. Durability is also increased when a layer is deeper in a mattress under other layers. To their credit they are putting meaningful specs right on the mattress.
I did confirm that the 2" topper only comes in one ILD âfor nowâ but he didnât know what it was. His guess was in the range of 19 but detailed specs are still coming.
I like the design overall because a mattress/topper combination when you can test it in person is a more flexible design than having everything inside a finished mattress because the topper can be replaced or changed out if necessary and it at least gives two comfort choices for the mattress.
I also agree with you about the square corners and they could have âfinishedâ it better but this isnât usually an issue when the protector and sheets are on the mattress and itâs a common aesthetics issue.
Iâll add any more information here as I receive it.
Phoenix