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DTC home furnishings retailer Wayfair to open stores across banners

Wayfair opened its first permanent location, an outlet center in 2019.

Wayfair Inc. is the latest online retailer to expand into brick-and-mortar.

The direct-to-consumer home furnishings retailer is making its biggest plunge yet into physical retail, starting with the opening of three stores in Massachusetts in 2022. Wayfair will open two stores for its AllModern brand, with a location at MarketStreet Lynnfield, Lynnfield, followed by second one at Legacy Place in Dedham, Mass. The two open-air centers are owned and managed by WS Development.

Also in 2022, Wayfair will open a store under its Joss & Main banner, in the new lifestyle space at Burlington Mall, Burlington. The center is a Simon property.

The company said it plans to launch stores for its remaining brands — Wayfair, Birch Lane and Perigold — during the next two years.

“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,” said Karen McKibbin, head of physical retail, Wayfair. “We look forward to unveiling the next evolution of our specialty retail brands through this exciting new channel.”

The AllModern and Joss & Main stores will offer distinctive retail environments that bring each brand to life, according to Wayfair. The assortments will include furniture as well as tabletop, bedding and 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.

“At Wayfair, we are focused on creating the best possible experience for our customers,” said McKibbin. “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, inviting our customers to engage with the brands they know and love in an innovative format that blends the best of in-store and online shopping.”

In 2018, Wayfair began launching pop-up shops. In 2019, it opened a permanent location for its namesake brand, a 20,000-sq.-ft. outlet store in Florence, Kentucky, that is located near the company’s distribution center.

Wayfair generated $14.1 billion in net revenue for the twelve months ended September 30, 2021. It operates five brands: Wayfair; Joss & Main; AllModern; Birch Lane; and Perigold.

[Read More: Wayfair launches mobile video shopping service]

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