Wayfair Welcomes Consumers to the ‘Wayborhood’ with Refreshed Branding, First Store

Brand ambassador Kelly Clarkson anchors Wayfair's new campaign.
Brand ambassador Kelly Clarkson anchors Wayfair's new campaign. (Image courtesy Gensler)

[Update as of 4/19/2024] Wayfair has provided more details on its inaugural large-format store. The 150,000-square-foot location will open on May 23, 2024 in Wilmette, Ill.’s Edens Plaza. The grand opening celebration that weekend will feature exclusive deals and family-friendly activities for shoppers; further details will be made available here in the run-up to the opening.

Original story begins:

As it readies for the opening of its first large-format store, Wayfair is rolling out refreshed branding and a new campaign called “Welcome to the Wayborhood.”

Mockup of Wayfair's first store.
Image courtesy Wayfair

Wayfair’s first store will open this spring in Wilmette, Ill., just outside of Chicago. The company promises “immersive and interactive” experiences across 19 departments, ranging from furniture and décor to outdoor and home improvement. The location also will feature an in-store restaurant.


Screenshot from Wayfair's Welcome to the Wayborhood campaign.
Image courtesy Wayfair

It’s all part of the brand’s ongoing transformation strategy, as Wayfair works its way back from several years of declining sales. Wayfair’s splashy new campaign introduces the brand’s refreshed logo, a new take on its iconic jingle and features a slate of celebrity partners, including long-time brand ambassador Kelly Clarkson, TV personality Lisa Vanderpump, Emmy-nominated actor and singer Tituss Burgess, Olympic gold medalist Shawn Johnson and fitness influencer Thoren Bradley.

As part of the campaign, Wayfair also has teamed up with Pinterest to launch the first-ever “Pinterest Creator Tour,” which will kick off on March 18 and will celebrate the unique ways we all live in our homes.

“At Wayfair, we’ve always focused on delivering our customers the best possible shopping experience for the home, and we know that no two homes are quite the same,” said Paul Toms, Chief Marketing Officer at Wayfair in a statement. “’The Wayborhood’ inspires consumers to confidently bring their own unique expression of home to life — no matter their style, space or budget. Whether looking for that perfect ottoman to complete a family room, a comfortable glider with fast delivery before the baby arrives or help with a vanity installation to complete that home improvement project, at Wayfair we’re here to help our customers create a home they love with a seamless experience every step of the way.”

Wayfair also plans to give away a total of $250,000 to empower consumers to create a space that reflects their own personal style. To enter, fans can visit Wayfair’s Instagram page, comment #WayborhoodWelcome and tag a friend to invite to be a “Waybor,” for a chance to win $500 each. The promotion will run through March 16, 2024.

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