Wayfair Shutting Its Only Store: Haven’t They Heard About Omnichannel?

Wayfair is going back to on-line only with the closing of its sole store. (Photo by Suzanne … [+] Kreiter/The Boston Globe via Getty Images)

Boston Globe via Getty Images

Even in the midst of a pandemic, virtually every direct-to-consumer online seller has come to the same conclusion: they need physical stores to make their business models work.

Virtually everyone…except Wayfair.

The giant home furnishings online player confirmed to the Boston Globe this week that it will close its only store, in the Boston suburb of Natick on the last day of the year. The store only opened in early 2019 and represents the company’s lone attempt to get into the physical side of the business, save for an outlet store adjacent to a Kentucky distribution center.

Wayfair told the newspaper it expects to get back into the store business at some point, but offered no details on timing, location or store size. The Natick unit measured out at about 3,700 square feet, relatively tiny for a store featuring large products like furniture, home décor and housewares. “That’s a pretty small size for us to bring our brand to life,” spokeswoman Jane Carpenter was quoted as saying.

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Keep reading this article on Forbes Business.

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