online retailer’s foray into the physical world

 “Nothing is better than seeing the actual things. I want to touch and feel it before I buy it.”

Rather than sectioning the store into faux rooms, a la IKEA, Wayfair broke up the Wilmette location in the style of its website, by topic. The first floor houses couches, dining tables, and office chairs alongside small goods customers can walk out with: color-coded cushions, candles, and drinkware. Near the entrance is The Porch, an onsite restaurant selling mezze boards and chipotle chicken melts alongside coffee, pastries, and brunch. The second floor is reserved for mattresses, patio necessities, children’s furniture, and big-ticket purchases, such as refrigerators and ovens. https://www.bostonglobe.com/2024/05/25/business/wayfair-big-box-wilmette-illinois/