Wayfair teams with celebs; to open its first namesake store

Wayfair Kelly Clarkson
Wayfair's long-time brand ambassador Kelly Clarkson stars in the company's newest ad among other celebrities.

Wayfair Inc. is launching a new multimedia brand campaign with Hollywood and social media components as it prepares to open its first Wayfair-branded store.

The digitally native home furnishings giant will open its first-ever Wayfair branded store, which will have a large format, in spring 2024, in Wilmette, Ill. Currently, Wayfair operates two stores under its AllModern banner and two stores under its Joss & Main banner, all measuring 10,000 to 15,000 square feet.

The company's new brand campaign, "Welcome to the Wayborhood,” includes a refreshed logo, a new jingle, and new celebrity partners. The 360-degree campaign will span across every consumer touchpoint, including multiple creative TV spots that unveil the "Wayborhood" – defined as a place where customers can celebrate their personal home styles and needs.

In addition to Wayfair's long-time brand ambassador Kelly Clarkson, the campaign features celebrities including:

  • Actress and comedian Lisa Ann Walter.
  • Television personality Lisa Vanderpump.
  • Actor and singer Tituss Burgess.
  • Former Olympian gymnast and gold medalist Shawn Johnson.
  • Actress Stephanie Beatriz.
  • Fitness and social media influencer Thoren Bradley.

 Also, Wayfair is teaming up with Pinterest to launch its first-ever "Pinterest Creator Tour," kicking off on March 18, which will celebrate how consumers live in their homes.

[Read more: Wayfair pilots data ‘clean room’ with Pinterest]

"At Wayfair, we've always focused on delivering our customers the best possible shopping experience for the home, and we know that no two homes are quite the same. 'The Wayborhood' inspires consumers to confidently bring their own unique expression of home to life - no matter their style, space or budget," said Paul Toms, chief marketing officer, Wayfair. "Whether looking for that perfect ottoman to complete a family room, a comfortable glider with fast delivery before the baby arrives, or help with a vanity installation to complete that home improvement project, at Wayfair, we're here to help our customers create a home they love with a seamless experience - every step of the way."

Wayfair’s brands include Wayfair, Joss & Main, AllModern, Birch Lane, Perigold and Wayfair Professional. The company generated $12 billion in net revenue for the 12 months ended March 31, 2023 and is headquartered in Boston, with global operations. 

This ad will auto-close in 10 seconds