I had seen this in store at a local bed store which was great as I had only seen it advertised on tv. As with most mattresses, it does feel firmer than the one in store but I have had the mattress a week now and it is starting to soften a little. I bought as a replacement for my old memory foam mattress which i'd had for over 7 years and it had a permanent dip giving me back pain. The dormeo mattress is a lot more supportive and I am waking up in less pain. I would say though, the first night I slept on it, I found it extremely warm, which would be great in winter but a bit much in summer! Also, bear in mind, it is a deep mattress. It only just fits my bed frame. But overall, so far I am happy with it.