The newly opened HassleLess Mattress store in Naperville, Illinois, is redefining the mattress shopping experience by eliminating the presence of salespeople. Launched in March 2025, this unique retail approach aims to empower customers to make their own decisions without feeling pressured. Co-owner Erin Borofka emphasizes that the absence of sales staff contributes to lower prices, making it an attractive option for budget-conscious shoppers.
Located at 1044 S. Route 59, the store features a range of mattresses, adjustable bases, and box springs from renowned brands such as Tempur-Pedic, Sealy, Beautyrest, and more. Borofka notes that customers can still access necessary information through digital kiosks, allowing them to view products and make purchases at their own pace.
The concept for HassleLess Mattress originated from a partner who preferred a low-pressure shopping environment. According to Borofka, “He thought it would be nice if you could go shopping and not have anyone breathing down your neck.” This philosophy has resonated with customers, as the business quickly transitioned from an online-only model to physical stores to meet the demand for in-person shopping.
Despite the lack of staff on-site, HassleLess Mattress employs security measures to prevent theft. Borofka explains that the large size of mattresses deters most potential thieves, and the store is equipped with surveillance cameras and partnerships with local police departments. This level of monitoring ensures that the store remains secure while allowing customers the freedom to explore.
With a growing footprint, HassleLess Mattress operates 24 locations across the greater Chicagoland area, including a store in Aurora that opened in 2020. The company also maintains nine stores in Wisconsin, bringing the total to 33 locations overall.
Customers can enjoy free next-day delivery services, with the option for the company to remove old mattresses. If an order is placed by 10:00 p.m., customers can expect delivery as early as the next day, provided there is availability in the delivery schedule. Borofka highlights the importance of communication, stating that customers receive texts or emails notifying them of their delivery window.
Pricing is another significant advantage for HassleLess Mattress. Borofka notes that without the overhead costs associated with sales personnel, customers can save between 10% and 40% compared to traditional mattress retailers. This cost savings is a key selling point for the company, which aims to provide customers with the best possible prices.
To enhance the shopping experience, each store features a looping video playing on a screen that informs customers about products and services. Additionally, wall signs throughout the store reinforce the information presented in the video, ensuring customers receive comprehensive details about their options.
When asked about her favorite mattress, Borofka shares, “I sleep on the softest bed in the store and I’m going to enjoy it.” She emphasizes that mattress choices are highly personal, and the company aims to cater to individual preferences.
Borofka expresses her passion for the business, constantly seeking ways to improve the customer experience and make shopping easier and more enjoyable. “Every day I think, ‘How do I make this experience better?’” she states.
As for competition, Borofka acknowledges its presence but maintains that prioritizing customer satisfaction is what truly matters. Her advice for aspiring business owners includes the importance of patience and hard work, along with staying attuned to the needs of their customers.
HassleLess Mattress is quickly garnering attention in Naperville and beyond for its innovative approach to mattress shopping, offering consumers a refreshing alternative to conventional retail experiences.
