After experimenting with pop-up locations across the US, the digital homewares and furniture retailer has announced plans to open its first “full-service” physical store by the end of 2019.
Wayfair is planning on opening its first permanent bricks-and-mortar location in the Natick Mall in Natick, Massachusetts. The store has been designed to give customers a better way to shop across online and offline channels, with the company claiming the new store will bring the Wayfair brand “to life” in an engaging format.
“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.”
The store, which will be connected with the brand’s flagship e-commerce presence, will create a “seamless” experience for shoppers, with customer service and home design experts on staff to assist consumers. According to a statement, consumers will be able to make a purchase in-store and take it with them on-the-spot, or purchase in-store via the online store and have their goods delivered directly to their home.
While the business will be focusing on its flagship bricks-and-mortar location, the company will still be operating regular pop-up locations, with plans in place to run four temporary stores over the summer. Each pop-up will offer customers an “immersive experience”, and like its new store which is flagged to open in autumn, the stores will create a complementary shopping channel for customers to interact with the brand on a more personal level. Each location will display a selection of curated products that can be purchased directly from the stores, including decorative accents, wall decor and seasonal pieces.
This decision comes after Wayfair successfully operated two pop-up stores over the 2018 holiday season; one at the Natick Mall and the other at the Westfield Garden State Plaza in New Jersey.
Wayfair also recently opened a physical outlet attached to its warehouse in Kentucky.
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