Wayfair’s First-Ever Store Opens in Illinois

Wayfair, a digital native furniture and home goods retailer, opened its first brick-and-mortar store in May in Wilmette, Illinois. 

The store spans 150,000 square feet and two stories with 19 departments of furniture, home decor, housewares, appliances, curated collections and home improvement products, not dissimilar to Ikea. The retailer has in-store experts on-hand to assist customers in their discovery. 

“The opening of our Wilmette location marks an exciting chapter for Wayfair, reinforcing our position as the premier destination for home goods,”  Liza Lefkowski, vice president of merchandising and stores, said in a media release. “Our store is thoughtfully designed to be both inspirational and practical, empowering shoppers to create spaces that are just right for them."

The store was designed to serve as an easy to explore “one-stop shop” for all Wayfair’s best home goods/products. Some highlights of the space include:

• “Easy-to-shop” assortments strategically set up to help shoppers find products faster and make selections that best fit their needs.
• A design studio offering free expert design and home improvement advice from Wayfair team members. Customers can schedule one-on-one meetings ahead of time or on the spot. 
• Fast fulfillment. Shoppers can take certain products home the day of purchase and expect to receive most products with free shipping within a day or two.
• The Porch cafe offers quick snacks, small bites, salads, soups, handhelds as well as a seating area.
• A “Dream Center” merchandising mattress and bed needs. 

Another unique element is a large community-inspired mural from local Chicago/Long Grove, Illinois, artist Alyssa Low. Wayfair commissioned the custom art, which makes references to both Chicago and Wilmette. It’s displayed along the north exterior wall of the Wayfair store. 

To hype up the store opening, Wayfair offered exclusive deals and activities throughout the weekend, including:

• The first 100 people/families in line every day through Memorial Day received a $50 gift card.
• Up to 70% off select products in-store.
• Giveaways and raffles.
• Free food and games.

Prior to the opening, the Boston-based home goods and furniture digital native had been strictly an e-commerce (and eventual mobile app) offering since its debut in 2002, when it was originally known as CSN Stores. In 2023, Wayfair generated $12 billion in net revenue.