Wayfair To Open 2nd Brick-And-Mortar Store in Metro Atlanta
Popular home goods retailer Wayfair has announced plans for its second large-format store next year… and it’s coming to Metro Atlanta!
As reported by PRNewswire, Wayfair has decided to open a second store following the success of its first in Wilmette, IL in May 2024. Exceeding expectations, the Illinois store contributed to a 15% faster sales growth in the state compared to the national average in late 2024.
Needless to say, Wayfair has high expectations for similar success in the ATL. “The excitement around our first store in Wilmette exceeded expectations – from packed shopping carts in-store to bus tours from neighboring states,” said Liza Lefkowski, vice president of merchandising and stores at Wayfair.
Lefkowski adds that the new Atlanta store will provide a broad selection of furniture for all styles and budgets while making the shopping experience smooth for online and in-store shoppers.
The new store will be at 1801 Howell Mill Road NW, as part of The District at Howell Mill shopping center in Atlanta’s Upper Westside neighborhood. An opening date has not been announced.
Journey Into Expansion
Wayfair began expanding into physical retail a few years ago with a small store in Natick, Massachusetts, following a trend of digital brands opening brick-and-mortar stores to meet customers. However, the store closed after 18 months when the COVID-19 pandemic forced customers to rely on online shopping.
Since then, Wayfair has been growing its physical presence. In addition to the Illinois store, the retailer also has products in stores such as AllModern, Joss & Main, and Birch Lane.
Wayfair did have its share of financial challenges, as reported by FOX 5 Atlanta. The company reported a net loss of $492 million on $11.9 billion in 2024, an improvement from the previous year. The company also went through multiple rounds of layoffs and the recent closure of its Technology Development Center in Austin, TX.