Business: HassleLess Mattress
Address: 1044 S. Route 59, Naperville
Phone/website: 888-777-6434; www.hassleless.com
Co-owner: Erin Borofka, of Greendale, Wisconsin
Years in business: 14. They opened a store in Aurora in 2020 and in Naperville last year.
What does your business do? “We sell mattresses, adjustable mattress bases, box springs, all things that have to do with sleep,” Borofka said.
What sets you apart? “We have no salespeople on site.”
With nobody there, how do you prevent theft? “Mattresses are kind of large, right? … Most people are good. … We have (security) cameras. We have local police departments. You can track that pretty well.” Someone is watching (a video screen for each store).”
HassleLess Mattress opened this store in Naperville in 2025. There are no salespeople there, which helps keep prices down, a co-owner says. (Steve Metsch/Naperville Sun)
Why did you start this business? “One of our partners is an introvert and a deep thinker who doesn’t like to be bombarded with a lot of questions. He came up with this idea.. … He thought wouldn’t it be nice if you could go shopping and not have anyone breathing down your neck or telling us what to do versus giving us information and letting us decide? … We were online only for year and quickly realized people like to lay on a bed. They don’t want to just look online. … The rest of us all agreed with him when he came up with this idea. … He likes to remain anonymous.”
What mattresses do you offer? We have all the big brands. Tempur-Pedic, Sealy, Serta, Beautyrest, Purple. Nectar, DreamCloud. All the big brands are there. And a selection of all the brands.”
What’s hot? “The Beautyrest blacks. The Sealy elite hybrids. Tempur-Pedic.”
Why are you in Naperville? “We’re in every major shopping district through the greater Chicagoland area. We have 24 stores in the area. That includes Merrillville and Highland (in Indiana). We have nine in Wisconsin. A total of 33 stores.”
When are you open? “The doors automatically open at 9 a.m. and close at 9 p.m.”
Are you locked in at 9:01 p.m.? “We have motion sensors. You can still get out.”
Erin Borofka, a co-owner of HassleLess Mattress, said free next day delivery is available. And they’ll take your old mattress. (Provided by Erin Borofka)
What about the computer kiosk in the store? “People have to have the option to purchase in the store. In the digital world, people are on their mobile devices more than ever. … They can see what we have for sale. It’s a large screen. … We want to meet people where they’re at.”
What should people know? “We deliver the mattress, set it up and take away your old mattress for free all within hours of purchase. If you order at 10 o’clock tonight, you can have it delivered tomorrow. As long as we have openings in the schedule, we’ll honor that request. We have our own employees who run our warehouse in Greendale. They deliver all those mattresses the next day.
“You’ll get a text or email the day before, ‘Hey, here’s your two-hour window.’ The day of, 15 to 45 minutes in advance, you get a call from our delivery staff letting you know they are on their way. … We are a family-owned and -operated company so we still have that personal touch. We want customers to be happy.”
How do people save money? “I hear it all the time, ‘Wow, you’re so much cheaper.’ That’s because we’re not charging for delivery, for sales people. The savings are 10 to 40 percent. … We want the customer to get the best price.”
What about the video that plays on a loop? “It’s in all our stores. It helps inform people. We reiterate it with wall signs.”
What mattress do you prefer? “I sleep on the softest bed in the store and I’m going to enjoy it. But mattresses are really a personal preference.”
Why do you like this business so much? “Every day I think, ‘How do I make this experience better, how do I make it easier, how do I make it so everybody only wants to shop this way because there’s less intrusion.’”
This sign tells you all you need to know at HassleLess Mattress in Naperville. The business has 24 locations in the Chicago area, including one in Naperville. (Steve Metsch/Naperville Sun)
How often should we buy a new mattress? “It depends (on the mattress). … You get what you pay for.”
Any negatives to the job? “I love what I do. I do work from home.”
What did you do before this? “I worked in floor planning for a furniture company.”
How many employees do you have? “About 35.”
What about competition? “You always have competition. But why worry about it when your customers are the first priority?”
What’s your advice for someone starting a business? “It is patience. It is hard work. You will work long hours. You need to be in touch with the people you serve.”
Steve Metsch is a freelance reporter for the Naperville Sun. If you know of a business you’d like to see profiled in Down to Business, contact him at metschmsfl@yahoo.com.
https://www.chicagotribune.com/2026/03/05/naperville-hassleless-mattress-salespeople-store/
