Wayfair continues its foray into brick-and-mortar with the opening of its first permanent, full-price store.
The online home furnishings giant opened a 3,400-sq.-ft. location at Natick Mall, in Natick., Mass. Wayfair previously operated a pop-up shop at the Natick Mall during the 2018 holiday season along with one at the Westfield Garden State Plaza in Paramus, New Jersey. (The company also operates an outlet store next to its Florence, Kentucky warehouse.)
The new store, located on the first floor of the mall, features a curated selection of products for in-store purchase as well as items for home delivery. As it does online, Wayfair provides store shoppers with the ability to view how furniture would look in a space, using virtual reality headsets.
Service figures prominently in the new store. Home design experts are available at the “Home” Bar to offer complimentary design consultations, providing recommendations for everything from home improvement projects to décor. Customers can also access Wayfair’s custom upholstery program to customize colors and fabrics to match individual styles.
“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,” Niraj Shah, CEO, co-founder and co-chairman, Wayfair, said in a statement in March.
Based in Boston, Wayfair generated $6.8 billion in net revenue for full-year 2018.