Wayfair heading to the mall

Wayfair is diving deeper into physical retail.

The digitally native home furnishings and décor giant announced plans to open its first full-service brick-and-mortar location, at the Natick Mall in Natick, Massachusetts. The store is expected to open in early fall.

In addition,  Wayfair said it will open four pop-up shops  this summer. The retailer first experimented with pop-ups last year, opening temporary holiday outposts in November at Natick Mall in Natick, Mass. and Westfield Garden State Plaza in Paramus, New Jersey. And in February, Wayfair opened a 20,000-sq.-ft. outlet store connected to its warehouse in Florence, Kentucky.

The company said its new store in Natick will bring its brand to life in an engaging format to delight customers with convenience and ease. Customer service and home design experts will be available to offer complimentary design consultations to customers. An assortment of products will be available in store for immediate purchase. Shoppers can also have orders placed for delivery to their homes.

"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 CEO Niraj Shah. “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.”

Wayfair generated $6.8 billion in net revenue  in 2018.  The Boston-based company, whose portfolio of brands include Wayfair, Joss & Main, AllModern, Birch Lane and Perigold, has operations throughout North America and Europe.