Wayfair opens first-ever brick-and-mortar store in Wilmette, Chicago

Chicagoland Shoppers: Prepare to Shop Furniture Until You Drop.

Wayfair, the popular online furniture retailer, has opened its first-ever physical retail store in suburban Wilmette.

The two-story, 150,000-square-foot store is located in the old Carson Pirie Scott & Co. building. at Edens Plaza (3232 Lake Avenue), which closed in 2018.

“Chicago is a very, very strong market for us,” said Adam Katz, global director of retail at Wayfair. “This is a strong set of clients for us. We are very family and community oriented and we know that the community and family atmosphere is very vibrant not only in Wilmette but also in the broader area.”

As a “one-stop shop for all things home,” the space will accommodate over thousands of pieces of furniture, home décor, storage and home appliances.

Since 2002, we have been retailing home furniture exclusively online. After years of market research, Wayfair strategists have carefully examined how to translate their customers’ typical (and beloved) digital experience into physical retail. A highly successful e-commerce retailer, the home furniture company strives to attract new and loyal customers to Wilmette Warehouse while maintaining a strong presence across multiple channels.

“We want to empower our customers, regardless of where they shop,” Katz said. “Because this category is harder than groceries or other categories where you shop for them every week – you know what you’re looking for. You buy a sofa once every five to ten years; you don’t know exactly what questions to ask. We want to make it easier for you.”

New and revolutionary services include an in-store design consultation service. Shoppers can schedule an appointment through the Wayfair app to speak directly with one of its qualified designers about everything from new wall colors to the right accent chair. Other perks like custom upholstery, working shower heads, and appliance testing kitchens are also sure to appeal to customers.

Shoppers have three choices when shopping: grab products while browsing in-store, scan products to pick them up at checkout, or request free delivery.

Across its nineteen departments, Wayfair carefully selected elaborate “vignettes” – designers’ imaginations of what products and designs might look like in shoppers’ homes. From taps (which can be tested under running water), refrigerators, shower drains, wall decorations and wallpapers, almost all the products in the store are available for sale.

“Vignettes bring a brand to life in a visual, tactile and fun way,” said Liza Lefkowski, vice president of Wayfair Merchandising.

Another part of the in-store experience is the new restaurant concept, The Porch. Wayfair has partnered with culinary consultants from Culinary Edge to develop both in-house dining experiences that meet customer needs and menus for each type of shopper.

“We’ve found that generally speaking, you don’t want customers to be hungry and thirsty,” Katz said. “There may be customers who have been here for a few hours and need a break. We then designed it in a way that was integrated into the broader store experience.”

With on-the-go shoppers in mind, the menu is filled with portable items like triple grilled cheese and chipotle grilled chicken. Those looking to refuel after a busy day of shopping can relax with a Porch charcuterie board, a pint of draft beer or a glass of wine. Guests can, of course, shop while sipping any of The Porch’s white, red or sparkling wines.

Guests at Porch are not required to purchase Wayfair merchandise, making the multi-use space attractive to the community.

The Wayfair Grand Opening will be held on Thursday, May 23 at 10 a.m. and will include family-friendly events and special offers for the first 100 families in line on Memorial Day. The Wayfair warehouse will be open Monday to Saturday from 10:00 a.m. to 8:00 p.m. and on Sundays from 11:00 a.m. to 7:00 p.m.