Wayfair has started to expand in physical retail.
The direct-to-consumer online home furnishings giant has opened the first brick-and-more store under its AllModern banner, at MarketStreet Lynnfield, in Lynnfield, Mass. A second location, at Legacy Place in Dedham, Mass., is expected to open this fall. (The two open-air centers are owned and managed by WS Development.)
Wayfair announced in December that it planned to open physical stores across all its banners, starting in 2022 with two AllModern locations, and one Joss & Main store, at Burlington Mall, Burlington, Mass.
The approximately 10,000-sq.-ft. AllModern store is designed to blend physical and digital retail. Shoppers can interact with furniture and experts in person, while gaining instantaneous access to an endless aisle of product options that is curated for each customer. They can also download AllModern’s app to build their cart and learn more about the designs they see in store.Chain Store Age