Wayfair Plans to Expand Furniture Business With First Physical Store After Success Online

Wayfair Store

Interiors enthusiasts, rejoice—Wayfair has just opened their first physical store. The formerly online-only retailer has launched a multi-level showroom in the Chicago area, offering everything from appliances to decor.

Having shopped on the Wayfair website before, I was eager to see how the brand would translate their online presence into a brick-and-mortar experience.

I visited the store in Wilmette, IL, situated in a former mall space where I used to shop as a teen in the ’90s, and was amazed at how Wayfair transformed the dated mall into a bright and airy environment with a sunny center atrium. Here’s what the experience was like.

As soon as you enter the first floor, you’re greeted with living and dining furniture as well as accessories.

The store’s purpose is to make shopping as easy as possible for consumers, and all decisions on layout and organization reflect this principle. Furniture is displayed in beautiful vignettes, allowing you to easily see how pieces pair together and envision them in your home.

Wayfair Store

Items are also organized by type and color, making it perfect for quick seasonal updates or grabbing a hostess gift on the way to a soiree. You can pop in, find a few accessories, and be on your way.

My favorite part was the pillow wall behind a neutral couch set up for a “toss test.” Even the most confident interior designers can struggle with putting together multiple prints online, so this is the perfect way to experiment with pattern play in person by tossing various pillows onto the couch together.

Still stumped on your style choices? The store has you covered! Unlike online shopping where you’re on your own, Wayfair offers free design services. You can talk to an expert who will guide you through home decorating projects big and small.

The second floor of the store held the most surprising areas. A section called the Home Project Studio had everything from appliances to tile and cabinets. I had no idea that Wayfair had so many options for home renovations.

Wayfair Store

The area, once again, is centered around the customer experience. Various styles and colors of cabinets and countertops are on display, with tile samples you can slide into the scenes to see precisely how everything looks.

There are even faucets you can move to different vanities, giving you the confidence to make design decisions effortlessly. There’s even a working wall of shower heads, which is both fun and functional.

The store also has a “Dream Center,” an area with its own relaxing scent that feels remarkably different from the rest of the store. This section invites you to relax and take your time finding the perfect mattress.

Their selection includes a variety of materials, firmness levels, and price points. And, of course, Wayfair also had all the beds, sheets, and blankets you need to create your perfect sleep space.

Jessica Smith
Whether dissecting the strategies of successful entrepreneurs or analyzing the impact of global economic shifts, Jessica Smith's insightful narratives provide readers with a deeper understanding of the intricate workings of the business world.