Key facts
- Wayfair plans to open five new U.S. brick-and-mortar stores by the end of 2027.
- A 140,000-square-foot store is scheduled to open in Denver by the end of 2026.
- Planned 2027 locations include stores in Ohio, New York, Florida, and New Jersey.
- The company already operates three larger stores and about 10 smaller specialty retail locations.
- Wayfair reported a net loss of $105 million on revenues of $2.9 billion in the first quarter.
Wayfair, an online home goods retailer, is expanding its physical presence by planning to open five new large brick-and-mortar stores in the U.S. by the end of 2027. This initiative is part of a long-term recovery strategy following a post-pandemic profit decline.
The company will open a 140,000-square-foot flagship store at The Shops at Northfield in Denver by the end of 2026. This will be followed by four additional stores in 2027: a 130,000-square-foot store at the Center of Cincinnati shopping plaza, a 114,000-square-foot store in Yonkers, New York, a 94,000-square-foot store at the Galleria Fort Lauderdale in Florida, and a 135,000-square-foot location at Nassau Park Pavilion in Princeton, New Jersey.
Wayfair currently operates three larger brick-and-mortar stores in Chicago, Atlanta, and Columbus, Ohio, in addition to approximately 10 smaller specialty retail locations for its brands Joss & Main, AllModern, and Birch Lane, which average between 8,000 and 10,000 square feet. Its luxury Perigold brand has two larger stores in Houston and West Palm Beach.
The retailer's flagship store in Wilmette, Illinois, which opened in 2024, has attracted over 720,000 shoppers, with half of the purchasing customers being new to the Wayfair brand.
Financially, Wayfair reported a net loss of $105 million on revenues of $2.9 billion for the first quarter, an improvement from a loss of $113 million on revenues of $2.7 billion in the same period last year. Sales growth has been positive for four consecutive quarters, and revenues are expected to increase by more than 5% in the second quarter.
CEO Niraj Shah stated that the physical store program aims to increase customer spending and acquire new customers, with a goal of growing average annual spending per customer from $600 to $700 or $800. He emphasized that these are profitable avenues for customer base and spending growth.