Wayfair Unveils First AllModern Physical Location With Tech-First Approach

Wayfair Unveils First AllModern Physical Location With Tech-First Approach

Wayfair has opened its first AllModern retail location, spotlighting its modern specialty brand, at MarketStreet in Lynnfield, Mass. By blending both physical and digital approaches to retail, the AllModern brick-and-mortar store relies on a high-touch omnichannel strategy that includes a smart-technology-first model, including:

  • The AllModern app, which allows customers to learn more about products and build their carts;
  • Access to an endless aisle of product options and inspiration that is personalized for every customer;
  • In-person input from experts throughout the shop and at the Design Bar;
  • Complimentary design services;
  • Expert guidance on projects of all sizes, from finishing touches to full home redesigns; and
  • Free delivery and assembly and installation services.

Within the store, customers will find inspiration for an array of design concepts ranging from mid-century modern to Scandinavian contemporary. While the store operates through a technology-first approach, simplified style and design are at the forefront of the atmosphere.

“We are excited to bring to our customers the best of modern design coupled with an incredibly simple shopping experience,” said Reena Person, President of AllModern in a statement. “Our store is intentionally designed to be warm and inviting — where everyone feels welcome, reflecting our belief that good design is the standard for all, not a luxury for the few.”

The space relies on skylights and large windows, a nod to architect Mies Van Der Rohe. Blending natural light with wood and plants throughout the store, AllModern emphasized the role that nature plays within modern design.


Wood slats used along the exterior, on interior walls and at the cash wrap were inspired by Lincoln, Mass.’ Gropius House, home of Walter Gropius, architect and founder of Germany’s Bauhaus art school. A custom mobile fixture placed above the checkout area is inspired by mid-century design and offers subtle, calming movement.

In 2022, Wayfair also plans to expand its Joss & Main brand into physical stores at the new lifestyle space at Burlington Mall in Burlington, Mass. Over the next two years, Wayfair plans to open additional stores under all five of its brands: Wayfair, AllModern, Birch Lane, Joss & Main and Perigold.

This recent step by Wayfair into brick-and-mortar is the latest in the once digitally native home goods seller’s expansion into the physical space, which began in 2018 with pop-up experiences. The Boston-headquartered company followed up with its first brick-and-mortar location at Boston’s Natick Mall in 2019.

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