- After more than 20 years as an online-only retailer, Wayfair is now entering the brick-and-mortar market.
- In May, the home goods company opened its first store outside of Chicago.
- I visited the store and had a look inside and it was a better experience than going to IKEA.
Home goods retailer Wayfair has operated exclusively online for the 22 years since it was founded.
That all changed in May when the company opened its first brick-and-mortar store in Wilmette, Illinois, a suburb of Chicago.
The 150,000-square-foot, two-story store features furniture, decor, electronics and more.
It’s not every day that a $7.25 billion e-commerce brand expands into a brick-and-mortar store, so I decided to pop in and take a look.
I arrived expecting a freestanding building, but the Wayfair store is in a suburban shopping mall, occupying what used to be a department store.
The renovation is clean and inviting, with a main entrance for shoppers and a pick-up area for online orders at the back.
Many companies tout “omnichannel,” but Wayfair really means it.
Like IKEA, Wayfair is a combined showroom and store, with products available for pick-up or delivery by scanning a QR code in the store.
There were also IKEA-style shopping bags.
It will be interesting to see if these become the de facto laundry trucks on college campuses.
The space was huge but well signposted so it was easy to navigate.
The layout flowed very naturally and I never had any trouble getting disoriented.
Like any other furniture retailer, there were model rooms showcasing design themes.
My impression of Wayfair was that they had a lot of smaller furniture, so I was surprised to see some larger sectional sofas.
A cardboard cutout of brand ambassador Kelly Clarkson showed off her cozy living room setup.
Wayfair describes the collection as “French country-inspired style designed for real life.”
A diverse collection of accent chairs…
The display had the eerie feeling of an e-commerce site come to life.
…And I thought the carpet selection was Wayfair’s best.
I once thought Wayfair only sold accent chairs and carpets, but now I realize that’s simply not true.
The store features multiple design studios where shoppers can mix and match textures and finishes.
The more I walked around, the more I felt I needed someone’s help to process the sheer volume and range of options.
I never expected to see a pool table or shuffleboard.
Both games are available to play, and kids may have fun playing them while their parents talk about tiles.
There was even a section for organizing the garage.
I could have spent an hour messing around with the various storage options, but unfortunately, time was limited.
The central atrium has everything you need for eating and drinking.
Wayfair is calling the area “Market Square.”
Glassware, tableware, etc.
There was a stemware set for every occasion.
…even cocktail shakers and wine coolers.
Shakers downstairs, bar carts upstairs.
Every now and then something would surprise me.
I don’t think I’d ever thought about the light properties of feathers.
A nearby sign explained how to order a customized version of the artwork.
As with many products in the store, scanning the item’s QR code will reveal a range of personalisation options.
The children’s furniture selection was bright and fun.
What caught my eye were some thoughtfully designed pieces, especially those with integrated storage, like the craft tables.
The Dream Center had a wide selection of mattresses to try out.
I’m not sure how many different styles of mattresses there are, but this room should have them all.
There was even furniture for pets.
From stylish dog houses, cat condos, and even pet sofas.
A bathtub, bath towels and bathrobes are provided.
Home improvement projects continued to grow in size.
There were also more budget-friendly options to jazz up your space.
We also looked at peel and stick tiles, which are a quick way to finish off a kitchen backsplash.
The ‘shower experience’ display was very clever, allowing you to see how the water flows.
The shower head display reminded me more of a science museum than a hardware store.
Similarly, you can test any kind of faucet.
Here you can actually change various settings.
Every fit and finish had a doorknob…
We don’t usually think about the versatility of something as simple as a doorknob.
…Household appliances…
Do you want fancy ice or a flat screen display? There are plenty of options.
…There’s even a section for designing custom cabinets.
Sometimes there really is too much choice.
But the end result will be very elegant.
If I said, “I bought this kitchen from Wayfair,” I’m not sure people would believe me.
These touch and feel displays definitely helped me overcome my main fear of buying things online.
Now, I’ll confess that I’ve never bought anything from Wayfair. Texture and durability are important qualities when choosing home goods, but that can be hard to convey online.
Overall, the store does an effective job of luring customers into the Wayfair world.
The closest thing to this is IKEA but I preferred this shopping experience.
Like IKEA, Wayfair has a restaurant where you can grab a snack to keep you fuelled. They also stock beer and wine, and you can bring your own drinks while you shop.
While IKEA is geared toward urban renters, Wayfair is trying to cater to suburban homeowners.
