Wayfair begins brick-and-mortar expansion

Wayfair has started to expand in physical retail.

The direct-to-consumer online home furnishings giant has opened the first brick-and-more store under its AllModern banner, at MarketStreet Lynnfield, in Lynnfield, Mass. A second location, at Legacy Place in Dedham, Mass., is expected to open this fall. (The two open-air centers are owned and managed by WS Development.)

Wayfair announced in December that it planned to open physical stores across all its banners, starting in 2022 with two AllModern locations, and one Joss & Main store, at Burlington Mall, Burlington, Mass.

The approximately 10,000-sq.-ft. AllModern store is designed to blend physical and digital retail. Shoppers can interact with furniture and experts in person, while gaining instantaneous access to an endless aisle of product options that is curated for each customer. They can also download AllModern’s app to build their cart and learn more about the designs they see in store. 

In addition to a design studio that offers free services, the store features free delivery and assembly and installation services.

Reflecting its assortment, the AllModern store interior takes its cues from modern design principles, with large windows that blend the inside space with the exterior. The use of wood, light, skylights and plants throughout the store is meant to highlight the importance of nature in the modern design movement.

“Our store is intentionally designed to be warm and inviting — where everyone feels welcome, reflecting our belief that good design is the standard for all, not a luxury for the few,” said Reena Person, president of AllModern. “With our first-ever AllModern physical store, we’re inviting new customers to get to know our brand and deepening relationships with existing customers as they have the opportunity to get to know us in real life."

In other Wayfair news, the retailer will open a namesake store in mid-2023 at Edens Plaza, which has been acquired by WS Development. WS plans to revitalize the 343,000-sq.-ft. center, which is located in Chicago’s North Shore area, in the Village of Wilmette, with Wayfair at the core of the effort.

The company has executed a lease with Wayfair for more than 152,000-sq.-ft. of retail space, which would fill the vacant two-story building formerly home to Carson Pirie Scott. The Edens Plaza location will be the first to feature this brand-new retail concept for Wayfair, with a store experience that seeks to inspire guests while supporting their journey in finding tailored solutions for all of their home needs, according to a release by Village of Wilmette.

“It’s a privilege to have the opportunity to bring a first-to-market experience to the community of Wilmette in Wayfair and to help steward the evolution of a place that’s served the community so well and for so long,” said Dick Marks, vice chairman and partner at WS Development. “We look forward to working with the Village to position Edens Plaza for its next chapter.”