Wayfair Will Close Its Only Standalone Store

Wayfair is saying so long ― for now ― to brick-and-mortar retail.

The Boston-based online seller of home goods told employees on Wednesday that it is shutting down its only standalone store, located in the Natick Mall, on Dec. 31. Wayfair opened it in 2019 as a way to test the waters for a broader brick-and-mortar strategy.

Despite the closing, Wayfair considers the store to be a success, spokeswoman Jane Carpenter said. The store whetted the appetite among visitors for the company’s broader online catalog, she said, adding that management learned lessons about how physical stores can help it build personal relationships with shoppers. Even though the pandemic reduced mall traffic, Carpenter said, customers visited the store “in large volumes and often with high purchase intent.”