Wayfair is continuing to refine its physical retail strategy with plans to open a smaller-format prototype store for its flagship brand in late 2026.
Set to open in Columbus, Ohio, the new location will span around 70,000 sq. ft., roughly half the size of the company’s large-format store in Wilmette, Illinois.
Despite its smaller footprint, the store will feature a broad product assortment, including furniture, décor, appliances, mattresses and housewares, alongside “Verified” products curated by Wayfair’s in-house experts.
Customers will also have access to complimentary design services, offering personalized assistance from simple updates to full room redesigns.
Wayfair said the Columbus store will serve as a testing ground to measure how a smaller footprint can maintain customer engagement, inspiration, and convenience while improving operational efficiency.
Many products will be available for immediate purchase, with larger pieces available via home delivery.
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“As we scale our retail strategy, we are focused on both expansion and experimentation,” said Liza Lefkowski, VP of merchandising and stores at Wayfair.
“Not only are we thrilled to open our first Ohio store, we are excited to see how customers respond to our efforts to provide a comprehensive home shopping experience in a smaller footprint.”
Located next to the Polaris Fashion Mall, the store is expected to be a key anchor for the area.
“Wayfair is a best-in-class retailer, and we’re proud to have them backfill one of our most prominent and important locations,” said Franz Geiger, managing director of NP Limited, the mall’s developer.
Wayfair’s portfolio includes AllModern, Perigold, Birch Lane, Joss & Main and Wayfair Professional. The company reported $12.2 billion in net revenue for the twelve months ended 30 September 2025.
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