Wayfair is opening large-format brick-and-mortar stores in Atlanta and Columbus, Ohio, to transition its business model toward physical retail.
This shift represents a strategic pivot for the e-commerce furniture giant. By integrating physical showrooms with its digital platform, the company aims to capture customers who prefer to see home goods in person before purchasing.
In Columbus, the company is launching a 70,000-sq-ft store [1] located near Polaris Fashion Place. The location officially opened on June 18, 2026 [2], followed by grand-opening celebrations held from June 26 to June 28, 2026 [3].
The expansion includes a new store in Atlanta, Georgia, which serves as a cornerstone for the company's broader retail strategy. This move is designed to bridge the gap between online browsing and physical shopping.
Kate Gulliver, Wayfair CFO, said the expansion is helping the company create a seamless omnichannel ‘clicks to bricks’ shopping experience.
By moving into large-format spaces, Wayfair can showcase a wider variety of furniture and home goods that are often difficult to judge via a screen. The company is leveraging these physical hubs to increase brand visibility and customer trust in the U.S. market.
“Wayfair is opening large-format brick-and-mortar stores in Atlanta and Columbus, Ohio.”
Wayfair's transition to a 'clicks to bricks' model reflects a broader trend in retail where pure-play e-commerce companies adopt physical footprints to reduce customer acquisition costs and return rates. By establishing a physical presence in high-traffic areas like Polaris Fashion Place, Wayfair is attempting to compete directly with traditional big-box furniture retailers while maintaining its digital logistics advantage.
