Wayfair to test smaller-store prototype
Wayfair Inc. continues to expand and evolve its brick and mortar strategy.
The online home furnishings giant will open a smaller-format prototype for its namesake brand in late 2026. Located in Columbus, Ohio, the location will be approximately 70,000 sq. ft. That’s about half the size of the large-format namesake store that Wayfair unveiled in Wilmette, Ill., with upcoming locations planned for Atlanta; Yonkers, N.Y.; and Denver.
Wayfair said that, despite its smaller size, the Columbus store will offer customers a wide assortment across multiple departments, including furniture, housewares, appliances, mattresses and décor, along with curated “Verified” products hand-selected by the company's experts. Complimentary design service areas will offer shoppers personalized support, from small updates to full-scale room refreshes.
Wayfair will use the Columbus store to evaluate how a smaller footprint can drive customer engagement and efficiency while maintaining inspiration and convenience. Many products will be available for immediate take-home, with larger items such as sofas, dining sets and outdoor furniture available for home delivery.
“As we scale our retail strategy, we are focused on both expansion and experimentation," said Liza Lefkowski, VP of merchandising and stores at Wayfair. "Not only are we thrilled to open our first Ohio store, we are excited to see how customers respond to our efforts to provide a comprehensive home shopping experience in a smaller footprint."
[READ MORE: Wayfair luxury brand Perigold goes big in Florida]
The new Wayfair store will be located adjacent to the Polaris Fashion Mall.
"We're thrilled to welcome Wayfair to Polaris," said Franz Geiger, managing director of NP Limited, the developer of Polaris. "Wayfair is a best-in-class retailer, and we're proud to have them backfill one of our most prominent and important locations. They'll be a fantastic addition to our community."
Wayfair’s brands include Wayfair, AllModern, Perigold, Birch Lane, Joss & Main and Wayfair Professional. The company generated $12.2 billion in net revenue for the twelve months ended Sept. 30, 2025.
