Wayfair announced Tuesday that it will launch three brick-and-mortar stores in 2022, to revive two of its niche retail brands, MarketWatch reports. The company plans to open two stores for its AllModern brand and one for its Joss & Main brand in the main Massachusetts retailer. According to the company’s press release, customers will be able to purchase goods directly in stores or place orders for home delivery. Joss & Main and AllModern stores are the first in a series of openings over the next two years as Wayfair plans locations for each of its five brands, including Birch Lane and Perigold. Wayfair started launching pop-up stores in 2018, and has had a standalone Wayfair store since 2019.
Total Retail Takes: After testing the waters with pop-up stores and a convenience store, Wayfair is diving into physical retail for each of its brands. Many original digital brands have realized the benefits of physical storefronts, even as the retail world has almost entirely been pushed online over the past couple of years. Omnichannel capabilities are now expected by consumers who want to interact with brands across channels. With these three new stores, Wayfair is inviting customers to engage with the brands they know and love in an innovative format that blends the best of in-store and online shopping, says Karen McKibbin, Head of Physical Retail at Wayfair.
According to the company’s press release, AllModern and Joss & Main stores will offer distinctive retail environments that bring each brand to life and boast “informed teams leveraging innovative tools, expertise, and offering.” [shoppers] Creative solutions for their homes. “Retailers continue to promise innovative store concepts to attract consumers to their sites over the competition. It will be interesting to see what Wayfair reveals to attract customers as the company launches into this new channel.