Daily News
From Home Furnishing Business
Wayfair to Open its First Store in the Fall
March 27,
2019 by Jane Chero in Designer Weekly, Industry, Store Openings 
Wayfair will open its first full-service brick and mortar retail store later this year. To be located in the Natick Mall in Natick, Mass., the new store will extend the way Wayfair customers shop for home and experience the company’s award-winning service and unrivaled selection. Scheduled to open in early fall, the retail destination will bring the Wayfair brand to life in an engaging format to delight customers with convenience and ease.
“With the opening of our new retail store, we are offering our customers a new way to enjoy Wayfair’s exceptional shopping experience as we continue to transform the way people shop for their homes,” said Niraj Shah, CEO, co-founder and co-chairman, Wayfair. “We look forward to inviting our customers further into the world of Wayfair, welcoming them to step inside our newest shopping experience guided by the knowledgeable support and expertise of our in-store design team.”
Wayfair will invite shoppers into the store to explore the unlimited possibilities in home enabled by its flagship e-commerce site. Shopping at the Wayfair store and online will be a seamless, connected experience for shoppers. Customer service and home design experts will be available to offer complimentary design consultations to customers, providing recommendations for everything from home improvement projects to décor. Shoppers will be able to immediately purchase an assortment of products in store and also have orders placed for delivery to their homes.
Wayfair's foray into physical retail comes after the apparent success of two pop-up shops, including one during the 2018 holiday season at the Natick Mall, which is a short drive from the company's Boston-based headquarters. The company also operates an outlet connected to a warehouse in Kentucky. The holiday pop-up stores helped boost the company to record fourth quarter growth.
In addition to the Wayfair store, Wayfair will open four pop-up shops later this summer. The pop-ups will offer an immersive experience for consumers to interact with the Wayfair brand. Visitors will be able to shop a curated selection of products for immediate, in-store purchase, including decorative accents, wall décor, and seasonal pieces.
Additional details about the new Natick store will be available closer to the opening in early fall.