Wayfair, the popular online furniture and home furnishings retailer, is taking a new step in its business strategy by opening its first-ever brick-and-mortar store in Eden’s Plaza, located in the suburban town of Wilmette. With a vibrant purple and white exterior and an abundance of natural light, the 150,000 square-foot store is a refreshing change from the former Carson Pirie Scott department store that previously occupied the space before closing its doors in 2018.
Upon entering the store, customers will be greeted with a vast selection of over 80,000 items, ranging from couches and cribs to wallpaper, flooring, backsplash, showers, sinks, and even refrigerators. The newly renovated walls also showcase a home improvement section, test kitchen, and a fully-loaded design center, making it a one-stop-shop for all home needs. “We wanted customers to see that we have things for the entire home,” says Barclay Resler, Wayfair’s head of visual merchandising during a media tour on Wednesday. “And not only that, we have the entire style spectrum, so everything from the most modern, through the spectrum to the most traditional, and also really every price point.”
Similar to a home furnishings store, Wayfair’s layout features multiple home vignettes with a variety of colors and finishing touches such as pillows, candles, vases, and tableware. While many of the furniture and finishing brands are signature ones, such as Joss & Main, which also has a brick-and-mortar store in the Chicago area, the store also carries appliances from top names like Samsung, Bosch, and Cuisinart.
In addition to its wide range of products, Wayfair also offers custom cabinetry for kitchens, complimentary design services, a gallery wall creator, and a “Dream Center” that helps customers find the perfect mattress and pillows through a simple five-question process. Customers can select and purchase items in-store and pick them up at the end of their shopping trip, with the option of having certain items delivered. Alternatively, customers can also order items online for store pick-up or choose the “fast and free shipping” option, which typically takes under a week.
One unique feature of the store is its on-site restaurant, “The Porch,” which serves all-day breakfast, along with snacks, salads, sandwiches, coffee, and a selection of beer and wine. “The Porch” provides customers with the opportunity to relax and refuel during their shopping experience. “Sip and shop” is highly encouraged, says Resler.
During the media tour, officials expressed their excitement about the Chicago market, specifically Wilmette, as the ideal location for Wayfair’s first physical store. “There are lots of young families here,” says Liza Lefkowski, VP of merchandising. “It’s the perfect fit for our brand.” Lefkowski adds that the store is meant to be a destination for all things “home” and caters to a wide range of budgets.
The grand opening for Wayfair is scheduled for 10 a.m. on Thursday, May 23, with exclusive deals and family-friendly activities planned throughout the weekend. Following the grand opening, the store and restaurant will operate from 10 a.m. to 8 p.m. Monday through Saturday and 11 a.m. to 7 p.m. on Sundays.
As we eagerly await the grand opening, here’s a sneak peek into what the store looks like inside:
[Include images of the store’s interior, highlighting its unique features and products]
In conclusion, Wayfair’s first brick-and-mortar store is a game-changer for the company and a dream come true for home decor enthusiasts. With its vast selection of products, excellent customer service, and convenient location, it is sure to become a go-to destination for all things “home.” So mark your calendars for May 23 and get ready to experience the world of Wayfair in person. See you at the grand opening!
