Wayfair Opens First Large-Format Store Outside Chicago

Wayfair Wilmette store
Image courtesy Wayfair

Wayfair opened the doors of its first large-format store on Thursday in Wilmette, Ill., just outside of Chicago, marking a brick-and-mortar milestone for the digitally native company.

Spanning 150,000 square feet, the two-story store aims to be a one-stop-shopping destination for all things home, including furniture, home décor, housewares, appliances and home improvement products. Customers can explore 19 departments with the assistance of in-store experts and curated collections.

Other features of the new store include:

  • Free onsite expert design services and home improvement pros offering 1:1 design and home improvement advice, with both scheduled and walk-in appointments available;
  • Fast delivery — certain products can be home taken home immediately, and the rest will be delivered with free shipping within a day or two; and
  • A new restaurant called The Porch — an all-day cafe featuring small bites, salads, soups and more.

In a tribute to the community, Wayfair commissioned artist Alyssa Low, a Chicago resident and Long Grove, Ill. native, to create a custom mural weaving in references to both Chicago and Wilmette that’s displayed along the north exterior wall of the store. Additionally, as part of Wayfair’s ongoing commitment to supporting housing and a sense of home for all, the company will make a $100,000 donation to the local nonprofit Connections for the Homeless, to help fund its efforts in delivering essential services to people facing homelessness and housing insecurity.


“We are committed to providing our customers with unparalleled shopping experiences, tailored to their preferences, whether they choose to shop online or in-store,” said Liza Lefkowski, VP of Merchandising and Stores at Wayfair in a statement. “The opening of our Wilmette location marks an exciting chapter for Wayfair, reinforcing our position as the premier destination for home goods. Our store is thoughtfully designed to be both inspirational and practical, empowering shoppers to create spaces that are just right for them.”

In anticipation of the store opening, Wayfair debuted refreshed branded and a new campaign called “Welcome to the Wayborhood” in April, all part of an ongoing transformation strategy as the company works its way back from several years of declining sales. Revenue and active customers were up in the company’s fiscal 2023 (which ended March 31, 2024), but despite $12 billion in net revenue, the company still reported a net loss for the year of $738 million.

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