Wayfair Testing ‘Efficiency’ With Smaller Store Model
Wayfair is testing a new, smaller store design. The online home furnishings giant, famous for its endless digital catalog, is trying a different strategy for its physical locations. The company announced plans to open a smaller prototype store in Columbus, Ohio, scheduled for late 2026.
Located next to the Polaris Fashion Mall, the new space will span approximately 70,000 square feet. To put that in perspective, it is about half the size of the huge store Wayfair opened last year in Wilmette, Illinois. While the Illinois location is a massive flagship, this Ohio prototype is designed to test efficiency.
Liza Lefkowski, VP of merchandising and stores at Wayfair, described the move as a balance of growth and learning.
“As we scale our retail strategy, we are focused on both expansion and experimentation,” Lefkowski said. “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.”
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Shoppers walking through the doors will still find a full range of departments, including furniture, housewares, appliances, mattresses, and décor. The store will also highlight “Verified” products, which are hand-selected by company experts for quality. Unlike a traditional showroom where everything is for order-only, this location blends immediate gratification with convenience. Many smaller items will be available for immediate take-home, while larger pieces like sofas and outdoor furniture will be arranged for home delivery.
Local developers see the arrival as a major win for the area.
"We're thrilled to welcome Wayfair to Polaris," said Franz Geiger, managing director of NP Limited, the developer of Polaris. "Wayfair is a best-in-class retailer, and we're proud to have them backfill one of our most prominent and important locations."
This move comes as Wayfair adjusts to changes in the economy. Despite generating $12.2 billion in net revenue over the past year, demand for home goods has dropped since the pandemic boom. Expanding into physical retail helps the brand meet customers "wherever they are on their shopping journey," whether that is on an app or in an aisle.
The Columbus store joins a growing list of physical locations, with upcoming large stores planned for Atlanta, Denver, and Yonkers, New York.