Wayfair to Open First Large-Format Store in Wilmette, Illinois

Wayfair to Open First Large-Format Store in Wilmette, Illinois

Wayfair opens its first large-format store in Wilmette, Illinois, on May 23, offering a wide range of furniture, decor, and houseware with in-store services and amenities.

Wilmette, Illinois—Online home goods retailer Wayfair will open its first large-format store next week. 

The store in Wilmette, Illinois, near Chicago, will have its grand opening on May 23.

This opening comes approximately a month after Wayfair first announced its launch date. 

The company already operates physical locations for other brands it owns, but this will be its first major Wayfair branded store.

Key Features of the Wilmette Store

  • Size: The store will cover a sprawling 150,000 square feet.
  • Product Range: It will feature furniture, decor, houseware, and other items catering to different styles and budgets.
  • Customer Experience: According to CEO Niraj Shah, the in-store experience allows customers to work with associates for purchases, discuss financing options, and seek design help. While these services are available online, the in-store experience can be “more pleasurable or more effective.”
  • Amenities: The store will also house The Porch, a cafe with indoor and outdoor seating.

Shah explained to CNBC, “Depending on the purchase someone makes, they may prefer the in-store experience

We also provide them online, but in-store can sometimes be more pleasurable or more effective.”

Promotional Efforts and Strategy

Wayfair enlisted singer and talk show host Kelly Clarkson to promote the new store, who shared a promotional video on Instagram in late April. 

This move highlights Wayfair’s commitment to leveraging celebrity endorsements to attract customers.

During Wayfair’s first-quarter earnings call earlier this month, Shah highlighted the strategic importance of the store’s size, stating it allows the company to “take the breadth and depth of what Wayfair represents and have it come to life.” 

He also explained the company’s cautious approach to physical store openings, focusing on refining the experience before scaling up.

Company Performance and Customer Base

As of the end of March, Wayfair reported having 22.3 million active customers who had purchased from its website in the past 12 months. 

Before expanding further, the company aims to ensure that the customer loyalty generated through online and offline channels meets expectations.

Key Information

Store LocationWilmette, Illinois, near Chicago
Opening DateMay 23
Store Size150,000 square feet
Product RangeFurniture, decor, houseware, and various other items
Customer ServicesIn-store assistance, financing discussions, design help
AmenitiesThe Porch cafe with indoor and outdoor seating
Promotional EffortKelly Clarkson Instagram video
Active Customers22.3 million as of March

Wayfair’s first large-format store is set to provide a comprehensive in-store experience, combining a wide range of products with personalized services and amenities, marking a significant milestone in the company’s expansion strategy.

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