American e-commerce company Wayfair is planning to enter into physical retail by opening its first brick-and-mortar store, at the Natick Mall in Natick, Massachusetts, later this year.
Wayfair will link the store to its online portal to offer shoppers a connected experience, giving them the option to shop products from both in-store and the website, and place orders for delivery to their homes.
The store will also enable shoppers to engage with customer service and home design experts, and receive complimentary design consultations.
Wayfair CEO, co-founder and co-chair Niraj Shah said: “With the opening of our new retail store, we are offering our customers a new way to enjoy Wayfair’s exceptional shopping experience as we continue to transform the way people shop for their homes.
“We look forward to inviting our customers further into the world of Wayfair, welcoming them to step inside our newest shopping experience guided by the knowledgeable support and expertise of our in-store design team.”
Wayfair also plans to open four pop-up stores later this summer. Customers will be able to shop for a range of products, including decorative accents, wall décor, and seasonal pieces.
During the 2018 holiday season, the company ran pop-up stores at the Natick Mall and at the Westfield Garden State Plaza in Paramus, New Jersey. It also opened a new outlet connected to its warehouse in Florence, Kentucky.