Omnichannel

Wayfair opening 1st ever physical store May 23

Photo: Adobe Stock

May 17, 2024

Wayfair is moving from being an online retailer to being an omnichannel retailer in launching its first physical brand store location.

The 150,000-square-foot store in Wilmette, Illinois, near Chicago, will open May 23, according to a CNBC report.

The goal, according to CEO Niraj Shah, is to provide shoppers a physical experience as that can be better than an online shopping experience.

"Depending on what purchase someone's making, they may prefer the in-store experience and getting to work with an associate," Shah told CNBC. "Or they may want to discuss financing or want design help, and we can provide all of those experiences. We provide them online as well, but sometimes, in-store can be either more pleasurable or more effective."

The super store will feature everything for the home.

"You'll see furniture, you'll see the marketplace, which is very décor-centric, but we have home improvement, which includes large appliances, kitchen cabinetry, tile, doors, hardware, you'll also see housewares, small electric, there'll be storage and organization," Liza Lefkowski, Wayfair vice president of merchandising and stores, told CNBC.

In late 2021 Wayfair announced physical store launches for its Joss & Main brand and two for its AllModern brand.