BOSTON — Already known from coast to coast thanks to its online presence, digitally native home furnishings retailer Wayfair aims to complement its e-commerce element with an equally robust brick-and-mortar footprint.
The Boston-based retailer recently revealed plans to open in Pittsburgh next year as part of its growth strategy. The Pittsburgh opening builds on Wayfair‘s growing physical retail footprint, including existing locations in Wilmette, Ill.; Atlanta; and Columbus, Ohio, as well as upcoming stores in Denver; Westchester, N.Y.; Fort Lauderdale, Fla.; Cincinnati; and Princeton, N.J.
“Ultimately, our goal is to have a nationwide footprint in the U.S and stores in our international markets,” Liza Lefkowski, vice president of merchandising and stores, told Furniture Today.
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Lefkowski said the Pittsburgh market makes sense for store placement for several reasons.
“Pittsburgh is a region celebrated for its strong community roots and distinct architectural character,” she said. “We have a strong customer base in the Pittsburgh region and are excited to welcome them to our store, while also introducing our brand to people who may not have shopped with us before.”
The information that helped Wayfair pick Pittsburgh is part of the data that it uses when it comes to selecting sites that make the most sense for store growth.
“We use data to choose our store locations, prioritizing spots near our fulfillment centers for faster delivery while also considering where our customers live, the surrounding retail market and the local community,” Lefkowski said. “We also look for existing buildings in strong retail corridors, allowing us to efficiently transform them into Wayfair stores.”
Lefkowski said Wayfair’s roots in technology and decades of e-commerce experience help as it works to combine digital and physical retail.
“We want our stores to feel like an extension of the Wayfair experience online, giving customers the opportunity to see larger pieces in person, discover seasonal décor, and connect with design experts for everything from a full renovation to a simple room refresh,” she said. “From our online Discover tab to our in-store displays and expertise, we want to inspire our customers and be their first stop when they’re beginning their shopping journey.”
