Home furnishings retailer Wayfair continues its foray into brick-and-mortar retail.
The digitally native brand has officially opened its first permanent location, an outlet center in Florence, Kentucky, near its distribution center in Erlanger, Kentucky. The 20,000-sq.-ft. will sell items that have been returned but are in good condition, as well as other discounted goods.
Wayfair first tried on brick-and-mortar this past holiday season. It opened two holiday pop-up shops, at Natick Mall in Natick, Massachusetts, and Westfield Garden State Plaza in Paramus, New Jersey.
“We are bringing the Wayfair brand directly to shoppers in a completely new format this holiday season,” Ed Macri, chief product and marketing officer, Wayfair, said in announcing the pop-ups. “Building on the success of our television advertising and direct mail, this pop-up experience is yet another way we are deepening engagement with customers beyond our online presence.”