Wayfair to expand brick-and-mortar footprint with new Atlanta store

Wayfair Inc. (NYSE: W), an e-commerce retailer specializing in home furnishings and décor, is set to expand its physical retail footprint with a second large-format store in Atlanta, Georgia. The 150,000-square-foot location, scheduled to open in 2026, follows the successful launch of Wayfair’s first brick-and-mortar store in Wilmette, Illinois, in May 2024.

This expansion signals a strategic shift for Wayfair’s physical retail growth, as the company seeks to blend its strong online presence with immersive in-store experiences. Situated within The District at Howell Mill, a bustling shopping center in Atlanta’s Upper Westside, the new store is expected to cater to both local and regional customers, reinforcing Wayfair’s commitment to an omnichannel retail model.

Why Is Wayfair Expanding Its Physical Retail Presence?

For years, Wayfair operated exclusively as an online marketplace, relying on its extensive e-commerce infrastructure to connect customers with home goods across a range of styles and price points. However, as consumer shopping habits evolve, the retailer is now leveraging brick-and-mortar expansion to enhance its competitive positioning.

The success of the Wilmette store provided key insights into how customers interact with Wayfair products in person. According to the company, the Illinois location generated significant consumer enthusiasm, leading to a 15% faster revenue growth rate in the state compared to national trends. The introduction of physical stores offers tangible benefits, including allowing customers to experience products firsthand, facilitating faster in-store purchases, and integrating showroom-like environments that showcase home décor possibilities.

The move also aligns with broader industry trends, as major competitors in the home furnishings sector, including Williams-Sonoma, RH, and IKEA, have demonstrated the enduring value of in-store shopping. Wayfair’s entry into large-format retail allows it to tap into this demand while utilizing its established logistics network to ensure seamless delivery and fulfillment.

What Can Customers Expect at Wayfair’s Atlanta Store?

Wayfair’s new Atlanta store will mirror the immersive shopping experience introduced in Wilmette, offering a diverse selection of furniture, housewares, appliances, and home improvement essentials. The company has emphasized that the store will cater to all home styles and budgets, reflecting its expansive product catalog.

A key feature of Wayfair’s Atlanta retail expansion is its strategic location. The District at Howell Mill is a high-traffic shopping destination with proximity to Midtown, Buckhead, and downtown Atlanta. Its accessibility via I-75 ensures that the store will attract a broad customer base, including homeowners, renters, and interior design professionals seeking high-quality furnishings.

Unlike traditional warehouse-style furniture retailers, Wayfair’s store concept is designed to be an inspiration hub. The layout will allow customers to visualize how different pieces fit into various living spaces, providing an enhanced shopping experience. While many products will be available for immediate purchase, larger items such as sofas and bedroom sets will be delivered efficiently, thanks to the store’s proximity to Wayfair’s fulfillment center in McDonough, Georgia.

How Will This Expansion Impact Wayfair’s Business Strategy?

Wayfair’s expansion into physical retail represents a pivotal shift in its business model. Historically, the company has relied on direct shipping from suppliers to customers, a model that enabled rapid growth but also posed logistical challenges. By integrating physical stores, Wayfair can streamline fulfillment, improve product visibility, and enhance brand loyalty.

Industry analysts have observed that while online furniture shopping remains strong, consumers still value the ability to see and feel home goods before purchasing. This hybrid approach allows Wayfair to cater to both online shoppers and those who prefer in-store browsing. The Atlanta location is expected to serve as a testing ground for further expansions, as Wayfair evaluates market demand and operational efficiency.

From an investor perspective, Wayfair’s retail expansion introduces new revenue streams and diversifies its sales channels beyond e-commerce. The company reported $11.9 billion in net revenue for 2024, and analysts will closely monitor how brick-and-mortar sales contribute to overall growth.

Who Is Involved in the Atlanta Store’s Development?

The development of Wayfair’s new Atlanta location has involved key partnerships within the real estate sector. The lease agreement was handled by Fraser Gough and Benton Green of Retail Planning Corporation, a firm specializing in commercial real estate transactions. The property itself is jointly owned by JLL Income Property Trust, a division of global investment firm LaSalle Investment Management, and Selig Enterprises, a family-owned real estate development company with a 108-year history in Atlanta.

These partnerships reflect a broader industry trend where major real estate investors collaborate with retailers to create dynamic shopping environments. As online-native brands increasingly establish physical storefronts, high-profile retail locations like The District at Howell Mill are becoming key hubs for experiential shopping.

What’s Next for Wayfair’s Brick-and-Mortar Expansion?

Wayfair’s investment in physical retail suggests that additional store openings may be on the horizon. While the company has not announced specific plans for further locations, industry analysts anticipate that if the Atlanta store performs well, similar large-format stores could emerge in other metropolitan markets.

With a growing focus on Wayfair’s physical retail growth, the company is likely to refine its approach, balancing in-store inventory with digital fulfillment. As it integrates its physical and online channels, Wayfair’s strategy will be closely watched by both customers and investors looking for indications of sustained retail success.

As the countdown to 2026 begins, Wayfair’s Atlanta store represents a significant milestone in the company’s evolution, blending digital innovation with the timeless appeal of in-person shopping. Whether this marks the start of a nationwide retail rollout remains to be seen, but for now, the move solidifies Wayfair’s commitment to redefining the home goods shopping experience.