May 15, 2025
Imagine spending nearly $18,000 on brand-new furniture, only to end up face down on the street, confronted by cops with guns drawn.
That’s exactly what happened to Noah Jacob, a Naperville, Illinois, father who says a home delivery from Ashley Homestore turned into a nightmare.
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“The kids are freaking out. They got scared. My wife got scared,” Jacob recalled to CBS News Chicago in a story published May 9.
“I have never been embarrassed in my life that much,” he said. “It was horrible. Like, I can't believe that I was treated that way. For furniture.”
It turns out the delivery dispute was only the beginning of a nearly year-long saga that has culminated into a $50,000 lawsuit.
'This is not what I paid for'
The story begins in June 2024, when a crew from Urlo Delivery Service, on behalf of Ashley Homestore, arrived at Jacob’s new home with thousands of dollars in furnishings, including sofas, beds and dressers. According to the local broadcaster, Jacob was promised a “white-glove premium home delivery” service.
Instead, the homeowner says the crew’s work resulted in dings, scratches and a cracked wall. It was enough to make him snap and kick the workers out of his home.
“Enough is enough. I don’t want this. This is not what I paid for,” Jacob said.
That’s when things escalated dramatically.
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The delivery crew called 911, according to CBS News Chicago, the driver claiming Jacob had a gun and threatened to kill them if they didn’t leave his property. Police body cam footage shows officers brandishing firearms confront Jacob on the sidewalk, ordering him to raise his hands, kneel and lie face down.
Jacob denies pulling a gun on the delivery crew. CBS News Chicago says it spoke with the owner of Urlo Delivery Service, who insisted her employees were telling the truth. The crew described the gun as a black pistol. According to the broadcaster, the police report notes Jacob does own a black pistol but he says it was kept locked during the delivery. An electrician working inside the home at the time claims he didn’t see a gun or hear any threats. Police ultimately didn’t file charges.
After the dust settled, Jacob was left with only a partial delivery of the items he purchased. So, his lawyer sent a demand letter to Ashley Homestore in August 2024.
“Initially when we got involved, we actually thought it would be quite simple,” Jacob’s attorney Aaron Rapier told CBS News Chicago.
But after “getting the runaround” from the company, the legal battle escalated to a lawsuit being filed in early May against the furniture giant, and other companies, seeking at least $50,000 in damages.
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“You can pay $18,000 for this furniture, but we're not going to deliver it all, we're going to damage your property, and we're going to file a false police report. Do you think any consumer in the world would do that deal?” Rapier said.
CBS News Chicago says a statement from Ashley Homestore said the company’s involvement was “limited to selling furniture.” There was no mention of Urlo Delivery Service, however, the broadcaster says it was directed to a different third-party delivery service that didn’t answer journalists’ questions.
The broadcaster reports Ashley Homestore said it’s working on a resolution with Jacob, while Urlo Delivery Service denied any wrongdoing — even regarding the alleged damage to the home.
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Why mishandled disputes can cost you big
When a consumer dispute spirals out of control, like in Jacob’s situation, the hidden costs can hit harder than a shattered coffee table. Here’s what every shopper in America needs to know.
You might end up with unwanted or damaged goods. But the fallout can be much more than that:
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- If a retailer reports the dispute as nonpayment, it could hurt your credit score, making future loans or credit cards more expensive.
- If the issue escalates to court, you could be looking at thousands in legal fees, even if you’re in the right.
- Phone calls, follow-ups and waiting on hold to deal with the situation can be a time killer that can burn hours you’ll never get back.
- The stress of fighting a corporate giant can weigh heavily on your mental health and cause emotional distress.
If you're spending thousands on big-ticket items like furniture, appliances and electronics, don’t just swipe and hope. Here's how to shop smart:
- Make sure to document everything. Take photos. Save emails. Keep receipts.
- Before you buy, read up on return/refund policies, warranty limits and delivery terms, especially when third-party vendors are involved.
- Keep your cool. Getting emotional or aggressive in disputes can backfire fast, especially when police get involved.
- Visit ConsumerFinance.gov (CFPB) or FTC.gov for guidance on how to report fraud, dispute charges, and escalate complaints the right way.
Nearly a year later, Jacob says his ordeal wasn’t over. His bedroom set? Still missing crucial parts. The rest of the furniture? Some damaged, some undelivered.
“There's no hope. There's no solution. They wouldn't give me the furniture. They wouldn't take the furniture,” he said.
Jacob says he went public not for attention, but accountability.
“I don’t want anybody to go through what I had to go through, honestly,” he said.
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Freelance writer with an economic development and consulting background.
