Wayfair opens first permanent store
Home furnishings retailer Wayfair continues its foray into brick-and-mortar retail.
The digitally native brand has officially opened its first permanent location, an outlet center in Florence, Kentucky, near its distribution center in Erlanger, Kentucky. The 20,000-sq.-ft. will sell items that have been returned but are in good condition, as well as other discounted goods.
Wayfair first tried on brick-and-mortar this past holiday season. It opened two holiday pop-up shops, at Natick Mall in Natick, Massachusetts, and Westfield Garden State Plaza in Paramus, New Jersey.
“We are bringing the Wayfair brand directly to shoppers in a completely new format this holiday season,” Ed Macri, chief product and marketing officer, Wayfair, said in announcing the pop-ups. “Building on the success of our television advertising and direct mail, this pop-up experience is yet another way we are deepening engagement with customers beyond our online presence.”
The digitally native brand has officially opened its first permanent location, an outlet center in Florence, Kentucky, near its distribution center in Erlanger, Kentucky. The 20,000-sq.-ft. will sell items that have been returned but are in good condition, as well as other discounted goods.
Wayfair first tried on brick-and-mortar this past holiday season. It opened two holiday pop-up shops, at Natick Mall in Natick, Massachusetts, and Westfield Garden State Plaza in Paramus, New Jersey.
“We are bringing the Wayfair brand directly to shoppers in a completely new format this holiday season,” Ed Macri, chief product and marketing officer, Wayfair, said in announcing the pop-ups. “Building on the success of our television advertising and direct mail, this pop-up experience is yet another way we are deepening engagement with customers beyond our online presence.”