Dive Brief:

• A small furniture chain in Milwaukee is exploring the possibility of opening mattress showrooms that would be completely self-service, with no employees around.

• The stores, which may be called “HASSLEss,” would be furnished with test mattresses, outfitted with security cameras, maintain a phone line and computer for online orders, and opened and closed from a remote location.

• The owners of the company, brothers Ben and Arvid Huth, are known for their quirky approach to retail — as well as their retail success.

Dive Insight:

The Huth brothers have dubbed their possible unstaffed store experiment “HASSLEss,” but their idea brings to mind “Goldilocks,” who tried out mattresses — with no one looking — until she found one that was just right. The brothers call their concept a work in progress, but it will be one to watch.