Wayfair Plans Brick-and-Mortar Openings in 2022

Wayfair is bringing two of its specialty brands into brick-and-mortar in 2022 with three new stores in Massachusetts.

The home furnishings retailer is opening two stores for its AllModern brand, located at MarketStreet Lynnfield and Legacy Place in Dedham, Massachusetts. Both locations are open-air retail destinations owned and managed by WS Development. Wayfair is also opening a store at Burlington Mall for its Joss & Main brand. 

The locations are a first in a series of openings as Wayfair plans an expansion into brick-and-mortar across all five of its brands over the next two years. Its Wayfair and Perigold brands will feature larger store formats. 

Wayfair has toyed with brick-and-mortar stores since 2018, when the retailer operated a variety of pop-up shops and a small-format retail store at the Natick Mall in 2019. But this expansion marks the biggest move into brick-and-mortar for the company, which had the largest share of the online furniture market as of 2019. 

Wayfair’s physical stores will offer customers the ability to immediately purchase products in-store and have orders placed for fast delivery to their homes.

“With our first-ever AllModern and Joss & Main retail stores, we are introducing a new kind of omnichannel shopping experience powered by the Wayfair platform, inviting our customers to engage with the brands they know and love in an innovative format that blends the best of in-store and online shopping,” Karen McKibbin, head of physical retail at Wayfair, said in a statement.

The new stores will offer distinctive retail environments that shoppers can explore independently or be guided by knowledgeable teams. The stores will feature furniture, tabletop, bedding and bath, seasonal items and more.