When it starts opening business, will five banners work better for Wayfair than one? – RetailWire

Dec 08, 2021

Wayfair seems to take brick and mortar retail more seriously. The online furniture and homeware retailer says it will expand from zero to three stores over the next year.

Wayfair will open stores in Massachusetts – two under its AllModern banner and the third as a Joss & Main store.

Wayfair plans to do business under all five of its brands at some point, including its property of the same name, Birch Lane and Perigold. The AllModern, Birch Lane and Joss & Main concepts are small box operations. Perigold and Wayfair stores will be larger locations once they open.

“We focus on giving our customers the best possible experience. That includes meeting them everywhere on their shopping trip and providing them with the exceptional value, selection, service and inspiration they enjoy from our entire family of brands, ”said Karen McKibbin, Head of Stationary Retail at Wayfair, in a Explanation. “With our first AllModern and Joss & Main retail stores, we are introducing a new kind of omnichannel shopping experience based on the Wayfair platform and inviting our customers to meet the brands they know and love in an innovative format to combine the best of in-store and online shopping. “

The two AllModern stores will make their debut in open-air shopping centers. The first Joss & Main store will be located in a Simon Property Group shopping center.

Wayfair said the two stores will offer “distinctive” shopping experiences, with furniture and other housewares that fit into the niches served by AllModern and Joss & Main. Customers can interact with products in the stores, use technological tools and gather know-how before buying. When they’re ready to buy, shoppers can place their orders for quick home delivery.

“We are focused on building a world-class portfolio of specialty concepts that will help all of our customers find the home solutions that are just right for them,” said Ms. McKibbin. “We look forward to showcasing the next evolution of our specialty retail brands through this exciting new channel.”

Wayfair has tinkered with physical retail before. It started with pop-up shops before opening a small Wayfair store in a mall in Massachusetts in 2019. The company closed this location last December.

DISCUSSION QUESTIONS: Do you see the benefit of opening Wayfair stores under its five core brands instead of a single name banner? What does it take for these individual banners to be successful?

Brain trust

“Individual banners can build local appeal, but they diminish the ability to capitalize on the parent brand’s strength.”


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