The first Wayfair-branded physical store is under construction with planned completion by next spring.
While the store will be the first under the Wayfair banner, the company previously opened physical stores under its specialty nameplates, such as AllModern
The forthcoming store (rendering pictured above), to be the first Wayfair flagship location, is set to open in the Wilmette, IL, Edens Plaza development during the spring of 2024.
Construction has begun, and Wayfair has released external renderings of the building and surroundings in the construction phase. The store will feature interactive experiences to engage shoppers in 19 different departments ranging from furniture and decor to outdoor and home improvement. The store also will feature Wayfair’s first restaurant.
As Wayfair advances its omnichannel sales strategy, the store on opening will outsize any physical retail location that Wayfair has in operation. For example, the first AllModern store in Lynnfield, MA, which opened in the spring of 2022, was 10,000 square feet. Currently, Wayfair operates two AllModern and two Joss & Main brick-and-mortar stores ranging from 10,000 to 15,000 square feet. Three are in Massachusetts, and one, a Joss & Main, is in Oak Brook, IL. For the Wayfair banner store in Wilmette, the company executed a lease for more than 152,000 square feet of retail space located about 14 miles from Chicago at the northwest corner of Lake Avenue and Skokie Boulevard.
