Wayfair Launches Its First Massive Brick-and-Mortar Destination in Wilmette Illinois—What's Inside

Wayfair Inc. (NYSE: W), the leading home goods retailer, has officially launched its inaugural large-format store in Wilmette, Illinois, signaling a major expansion into the physical retail space. The sprawling 150,000-square-foot, two-story location represents a bold strategic shift for the digitally-native company, blending its e-commerce DNA with an immersive in-store environment that customers can now explore in person.

From Digital to Physical: How Wayfair Is Bridging Two Worlds

For years, Wayfair built its reputation as a powerhouse in online home shopping, generating $12.0 billion in net revenue for 2023. Now, the Boston-based retailer is bringing that same expertise offline. The Wilmette store isn’t just a showroom—it’s a carefully curated experience designed to merge convenience with inspiration, allowing shoppers to touch, feel, and visualize products before making a purchase.

Vice President of Merchandising and Stores Liza Lefkowski explained the vision: “We wanted to create a space that works for everyone—whether they’re drawn by the thrill of discovery or the practical need for immediate solutions. Our store reflects how modern customers actually want to shop: with flexibility, expertise, and exceptional value.”

Inside the Store: 19 Departments Under One Roof

Walk through the Wilmette location and you’ll find everything from furniture and home decor to kitchen appliances, housewares, and home improvement supplies. The store spans 19 distinct departments, each thoughtfully organized to streamline the shopping process. Instead of endless aisles, customers encounter curated collections aligned with design aesthetics and functional needs—whether they’re decorating a minimalist apartment or outfitting a traditional family home.

The Experience Layer: What Sets This Store Apart

Beyond the inventory, Wayfair has engineered several features designed to elevate the typical retail visit:

Expert Design Services: Free, one-on-one consultations with Wayfair’s in-store design professionals help customers envision their spaces. Walk-ins are welcome, but scheduled appointments are also available for those who want dedicated time.

Same-Day or Next-Day Delivery: The Wilmette store honors Wayfair’s reputation for speed. Many items can be taken home immediately, while most others arrive within a day or two with free shipping—maintaining the convenience factor that made the brand popular online.

The Porch Restaurant: An all-day cafe serving light fare—salads, soups, sandwiches, and small bites—lets shoppers refuel while they browse or meet friends, extending the visit beyond pure shopping utility.

Community First: Beyond Retail

Wayfair commissioned Chicago artist Alyssa Low to design a custom mural adorning the north exterior wall, weaving together references to both Chicago and the local Wilmette community. More significantly, the retailer pledged a $100,000 donation to Connections for the Homeless, a local nonprofit addressing housing insecurity and homelessness in the area—underscoring Wayfair’s stated commitment to expanding access to housing for all.

Grand Opening Incentives & Exclusive Offers

The opening weekend features aggressive promotions to drive foot traffic:

• First 100 visitors per day (through Memorial Day): $50 gift card
• In-store discounts: Up to 70% off select products
• Giveaways and raffles throughout opening weekend
• Family activities to make the visit entertaining for all ages

Location & Hours

The store is situated at Edens Plaza (a WS Development property) at 3232 Lake Avenue, Wilmette, IL, 60091. Operating hours are Monday through Saturday, 10 a.m.–8 p.m., and Sunday, 11 a.m.–7 p.m.

What This Means for Wayfair’s Future

The Wilmette launch marks Wayfair’s most deliberate step yet toward "omnichannel retail dominance in the home category. By proving the model works at scale—150,000 square feet is substantial—the company may be testing the viability of additional locations. The store demonstrates that even digitally-native brands can succeed in physical retail when they bring authentic expertise, community commitment, and customer-first design principles to the space.

For consumers, particularly those in the Chicago metro area, the opening provides a rare opportunity: the scale and selection of an online marketplace, combined with the immediacy and tactile satisfaction of brick-and-mortar shopping.