The direct-to-consumer online home furnishings giant has opened the first brick-and-more store under its AllModern banner, at MarketStreet Lynnfield, in Lynnfield, Massachusetts.
A second location, at Legacy Place in Dedham, Massachusetts, is expected to open this fall. (The two open-air centres are owned and managed by WS Development.)
Wayfair announced in December that it planned to open physical stores across all its banners, starting in 2022 with two AllModern locations, and one Joss & Main store, at Burlington Mall, Burlington, Massachusetts.
The approximately 10,000sq ft AllModern store is designed to blend physical and digital retail. Shoppers can interact with furniture and experts in person, while gaining instant access to an endless aisle of product options that are curated for each customer. They can also download AllModern’s app to build their cart and learn more about the designs they see in the store. In addition to a design studio that offers free services, the store features free delivery and assembly and installation services.
Reflecting its assortment, the AllModern store interior takes its cues from modern design principles, with large windows that blend the inside space with the exterior. The use of wood, light, skylights and plants throughout the store is meant to highlight the importance of nature in the modern design movement.
“Our store is intentionally designed to be warm and inviting — where everyone feels welcome, reflecting our belief that good design is the standard for all, not a luxury for the few,” said Reena Person, President of AllModern. “With our first-ever AllModern physical store, we’re inviting new customers to get to know our brand and deepening relationships with existing customers as they have the opportunity to get to know us in real life.”
