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Wayfair to open first-ever physical stores

Wayfair is trying out brick-and-mortar for the holiday season.

The online home furnishings retailer will open two holiday pop-up shops on Nov. 1, at Natick Mall in Natick, Massachusetts, and Westfield Garden State Plaza in Paramus, New Jersey. The temporary locations will be Wayfair’s first foray into physical retail. (The company is planning to open an outlet store by early 2019 in Florence, Kentucky, near its distribution center in Erlanger, Kentucky. It will sell returns and close-outs in good condition.)

“We are bringing the Wayfair brand directly to shoppers in a completely new format this holiday season,” said Ed Macri, chief product and marketing officer, Wayfair. “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.”

Wayfair customer service and home design experts will be available on site to answer questions, recommend products and introduce shoppers to new home solutions, including Wayfair’s online e-design platform. The stores will feature a “how-to” station where customers can also learn how to tackle home improvement projects and browse more than 100 fabric swatches to create custom furniture.

Shoppers will also be able to browse Wayfair’s extensive online selection, place orders for next-day or two-day delivery, and purchase Wayfair gift cards. A curated selection of tabletop and housewares items will be available on site for purchase.

“For the first time ever, shoppers will be able to step into the world of Wayfair,” added Macri. “We’re excited to connect with shoppers face-to-face and introduce them to the endless possibilities in shopping for home.
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