Here come the first permanent Wayfair stores

BOSTON — Home Furnishings e-commerce giant Wayfair said Tuesday it will open three area brick-and-mortar retail stores for two of its specialty retail brands next year.

All three will be located in Massachusetts. The first AllModern store will open at MarketStreet Lynnfield followed by a second at Legacy Place in Dedham. Both centers are open-air retail destinations owned and managed by WS Development. Joss & Main will open in the new lifestyle space at Burlington Mall, a Simon Properties center.

Wayfair said the locations will be the first in a series of openings as Wayfair plans to launch additional stores representing all five of its brands in “optimal formats, sizes and geographies” over the next two years, confirming plans first mentioned on the company’s third quarter earning conference call and reported by Home News Now last month. The brands, in addition to AllModern and Joss & Main, are flagship Wayfair, Birch Lane and Perigold.

“At Wayfair, we are focused on creating the best possible experience for our customers. That includes meeting them wherever they are on their shopping journey and delivering the exceptional value, selection, service and inspiration they enjoy from our entire family of brands,” Karen McKibbin, Wayfair’s head of physical retail,” said in a release.

“With our first-ever AllModern and Joss & Main retail stores, we are introducing a new kind of omnichannel shopping experience powered by the Wayfair platform, inviting our customers to engage with the brands they know and love in an innovative format that blends the best of in-store and online shopping.”

The company said the stores “will offer distinctive retail environments that bring each brand to life. Shoppers will be able to explore independently or be guided by knowledgeable teams leveraging innovative tools and expertise and offering creative solutions for their homes.”

The showrooms will feature furniture, tabletop, bedding and bath, seasonal items and more, and consumers will be able to immediately purchase products in store and have orders placed for delivery.

“We are focused on building a premier portfolio of specialty concepts, helping all of our customers find the home solutions that are just right for them,” McKibbin said. “We look forward to unveiling the next evolution of our specialty retail brands through this exciting new channel.”

Beginning in 2018, Wayfair has operated pop-up shops as well as a small-format retail store at the Natick Mall in 2019. The company’s three new stores launching in 2022 will be followed by additional stores across the entire Wayfair family of brands, including larger store formats for Wayfair and Perigold.

The company declined to disclose details on the size of the news stores or those coming. Additional details about the AllModern and Joss & Main stores will be available closer to the openings next year, it said.

Clint Engel

Clint Engel is a veteran home furnishings industry journalist and executive editor of Home News Now. Please share your feedback with him at

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