NATICK, Mass. – Wayfair, a native online seller of home furnishings, will close its first, full-service, physical retail store located at the Natick Mall in Massachusetts on Dec. 31.
“We have made the decision to close the Natick store as we continue to refine our physical retail strategy to more holistically reflect the Wayfair brand in a physical retail setting,” said John Costello, Wayfair senior manager of corporate communications. “The Natick store and our series of pop-up shops provided opportunities for us to experiment with physical retail, and test and learn the best way to showcase our vast selection of products and reinforce our best-in-class shopping experience.”
The company said it’s now leveraging what it learned to further inform its long-term physical retail plans and more clearly define the omnichannel shopping experience across Wayfair’s family of brands. The company said the team is working on what the next phase of physical retail will look like for Wayfair.
The Wayfair store, which opened in August 2019, featured hundreds of products for in-store purchase and a variety of inspiring curated spaces with some products available for home delivery.
In the fall of 2019, Wayfair also opened four Decor & Inspiration Pop-up Shops in Illinois, North Carolina, Pennsylvania and Virginia that offered a curated selection spanning decorative accents, wall decor and seasonal pieces for in-store purchase for a limited time.