New Comfort Furniture & Mattress is a brand new furniture and mattress store located in the Cherry Point Mall in Sturgeon Bay, WI. We're locally owned and here to serve you with low prices everyday on quality furniture for your entire home. We like to consider ourselves a different kind of furniture store. For instance, you'll notice the atmosphere in our clean, uncluttered showroom is calm and low pressure. We're not here to hassle you into a high pressure sale. Instead, our professional and friendly staff focuses on using their expert furniture knowledge to help you always select the perfect item you're going to love! We Sell Solutions! You'll notice when you step inside NCS’s showroom in Sturgeon Bay, we're not just a furniture store! You can browse NCS’s great selection of quality furniture in Sturgeon Bay, WI from Ashley Furniture at low prices everyday for your living room, dining room, bedroom, home office, kid's room and more. Plus, head across the way for relaxing sleep solutions from Sealy, America’s #1 Name in mattresses, and choose from comfortable bedding, accessories and pillow from Embody.