Located in River North, Chicago's premier gallery district, Brilliant Bed is a new mattress store that offers memory foam and hybrid mattresses, foundations, luxury pillows and sheets, and whatever else makes you wake up brilliant in the morning. This startup sets itself apart from other competitors in its industry in a few major ways, the first of which is through its sourcing efforts. Rather than selling a one-size-fits-all, Brilliant Bed sources mattresses and other sleep essentials with one goal in mind: to maximize quality, comfort and affordability. Furthermore, while most online mattress companies offer a 100 night sleep trial, Brilliant Bed provides an extra 3 weeks – for a total of 120 nights – on its sleep trial. Lastly, unlike most of its competitors, who team up with other financing companies to offer low interest financing to only its best credit customers, Brilliant Bed offers 0% APR financing to all of its customers, regardless of credit history. Brilliant Bed's value propositions extend beyond promises of affordability and quality. Though the company has barely been in business for a fortnight, its staff has already decided that one of the business's core commitments will be to charity.According to the startup's reps, the store will donate one mattress for every twenty mattresses sold. These mattresses will support some of the community's most vulnerable members: underprivileged children and the homeless.