The crowds that packed Wayfair’s first Ohio store during its grand opening weekend reinforced what company leaders hoped when they chose Columbus for the retailer’s latest location.
“We think Columbus is going to be one of our best ones,” Wayfair President Jon Blotner said June 26 as shoppers lined up outside the new 70,000-square-foot store near Polaris Fashion Place.
The grand opening drew steady crowds throughout the day, with hundreds of shoppers browsing furniture, decor and home goods while taking advantage of giveaways and discounts.
For Blotner, the enthusiasm validated the company’s decision to bring its first Ohio location to one of the nation’s fastest-growing large cities.
“The excitement of bringing Wayfair here, seeing the lines, even when we weren’t open last week for the soft opening, people were in, they were really engaging, friendly people and they loved the brand,” Blotner said. “We do a lot of business with folks in Columbus, so bringing it here makes a ton of sense for us.”
Wayfair’s new push to open more stores
Wayfair built its reputation as an online furniture retailer, but Blotner said physical stores have become a major part of the company’s long-term strategy.
The goal, he said, is to give customers something the website alone cannot: the opportunity to see and feel products in person while discovering the breadth of the company’s offerings.
“When you walk around, what you typically hear people say is, ‘Wow, I didn’t know the quality was so good. I didn’t know I could build my whole home. I didn’t know you guys sold appliances, small electrics, custom cabinets,'” Blotner said.
The Columbus store also offers free in-store design services, allowing shoppers to work with designers to plan entire rooms or homes before ordering products.
Blotner said the physical stores complement Wayfair’s online business rather than replace it. Customers can browse in person, scan items to save for later and complete purchases online when they’re ready.
The company’s nationwide logistics network also allows many products to arrive within two or three days, compared with the weeks-long wait customers often experience with traditional furniture retailers.
More Wayfair stores are on the way
The Columbus location is just one piece of Wayfair’s expanding retail footprint.
Blotner said the company currently operates 14 stores across its family of brands. Though Blotner declined to disclose how much the company invests in each location, he said Wayfair plans to continue expanding its retail footprint, with another store scheduled to open in Denver later this year and five more expected to open in 2027.
“Physical retail is a big part of our future,” Blotner said.
Hopes for the Ohio location
Located about a mile from IKEA, the new store joins one of central Ohio’s busiest home furnishing corridors.
Rather than viewing nearby retailers as competition, Blotner said Wayfair hopes to become another destination for shoppers furnishing their homes.
“Wayfair is just a different shopping experience and brings a different element,” Blotner said. “Whether they shop here and then go online, or they come online and shop here, it works really well together.”
Trending reporter Amani Bayo can be reached at abayo@dispatch.com.
This article originally appeared on The Columbus Dispatch: Wayfair celebrates new Columbus store in grand opening weekend
Reporting by Amani Bayo, Columbus Dispatch / The Columbus Dispatch
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By Amani Bayo, Columbus Dispatch | USA TODAY Network
