Wayfair to add brick-and-mortar retail locations


Wayfair previously operated a smaller format retail store in the Natick Mall in Mass. in 2019.

BOSTON – Home furnishings retailer Wayfair plans to open three new retail locations for its AllModern and Joss & Main brands in 2022.

AllModern will open its first store at MarketStreet in Lynnfield, Mass., followed by a second location at Legacy Place in Dedham, Mass. Both open-air retail destinations are owned and managed by WS Development.

Joss & Main will open in the new lifestyle space at Burlington Mall, a Simon mall in Burlington, Mass.

These locations will be the first in a series of openings as Wayfair plans to launch additional stores representing all five of its brands in optimal formats, sizes and geographies over the next two years.

Wayfair has experimented with brick-and-mortar before, with a variety of pop-up shops as well as a smaller format retail store at the Natick Mall that opened in 2019 and later closed. The company’s three new stores launching in 2022 will be followed by additional stores from the other Wayfair brands, including larger store formats for Wayfair and Perigold.

“At Wayfair, we are focused on creating the best possible experience for our customers,” said Karen McKibbin, Wayfair head of physical retail. “That includes meeting them wherever they are on their shopping journey and delivering the exceptional value, selection, service and inspiration they enjoy from our entire family of brands.”

McKibbin said with the company’s first retail stores, they are introducing a new kind of omnichannel shopping experience that’s powered by the Wayfair platform. The plan is to invite customers to engage with the Wayfair brands in an innovative format that blends in-store and online shopping.

The AllModern and Joss & Main stores will offer distinctive retail environments that bring each brand to life, according to the company. Shoppers will be able to explore independently or they can be guided by knowledgeable teams leveraging innovative tools and expertise and offering creative solutions for their homes.

Featuring furniture as well as tabletop, bedding & bath, seasonal items and more, shoppers will be able to immediately purchase products in-store and have orders placed for fast delivery to their homes.

“We are focused on building a premier portfolio of specialty concepts, helping all of our customers to find the home solutions that are just right for them,” added McKibbin. “We look forward to unveiling the next evolution of our specialty retail brands through this exciting new channel.”

Wayfair brands includes Wayfair, Joss & Main, AllModern, Birch Lane and Perigold.


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