Wayfair Planning a Chain of Brick-and-Mortar Stores

Wayfair opened its first physical store in Natick, Mass., in 2019.

By Alan Wolf, YSN

  • Three stores set for 2022
  • More locations and formats to follow
  • Validates the role of physical storefronts

Wayfair, the direct-to-consumer seller of furniture, appliances and other home goods, is about to become a chain store.

The Boston-based business has announced plans to open three brick-and-mortar retail locations in 2022, representing the first in a wave of store openings under the company’s five separate sub-brands.

The three initial home furnishings stores will be located in Massachusetts and will carry the AllModern and Joss & Main monikers. Wayfair describes its AllModern line as “the best of modern — from Scandinavian to farmhouse,” while Joss & Main caters to a more eclectic crowd.

Wayfair says the stores will carry furniture, tabletop, bedding and bath, seasonal items, and other products within “distinctive retail environments that bring each brand to life.” Customers will be able to shop independently or be guided by “knowledgeable teams leveraging innovative tools and expertise,” and receive fast home delivery on in-store purchases.

“With our first-ever AllModern and Joss & Main retail stores, we are introducing a new kind of omnichannel shopping experience powered by the Wayfair platform,” said Karen McKibbin, Wayfair’s head of physical retail. She described the bricks-and-clicks initiative as an “innovative format that blends the best of in-store and online shopping.”

The company plans to launch additional stores representing its Birch Lane, Perigold and flagship Wayfair brands over the next two years in a range of formats, sizes and markets, including larger retail footprints for Wayfair and Perigold. “We are focused on building a premier portfolio of specialty concepts, helping all of our customers find the home solutions that are just right for them,” McKibbin added. “We look forward to unveiling the next evolution of our specialty retail brands through this exciting new channel.”

The $14 billion business began piloting physical locations in 2018 with a series of pop-up shops and opened a small-format retail store in Natick, Mass., in in 2019. Its move to brick-and-mortar follows other “online only” merchants like Amazon that are building out a physical presence to complement their e-commerce operations, and further validates the importance of retail real estate.