Wayfair Accelerates Retail Expansion with New York Metro Location, Building on Strong Momentum from Chicagoland Flagship's First Year

Rhea-AI Summary

Wayfair (NYSE: W) has announced plans to open a new large-format retail store in Yonkers, New York in early 2027, following the success of its flagship store in Wilmette, Illinois. The announcement comes as Wayfair celebrates the one-year anniversary of its Wilmette location, which has demonstrated impressive metrics:

The Wilmette store has welcomed over 720,000 visitors, achieved a 70% NPS score, created 120+ local jobs, and shown 15% higher growth in Illinois compared to the national average. Category growth in Chicago includes a 50%+ increase in impulse purchases and 35%+ increase in high-consideration purchases.

The new 114,000-square-foot Yonkers location will feature 19 departments and will be situated in Ridge Hill, offering convenient access to Manhattan and Westchester. The store's proximity to Wayfair's New Jersey fulfillment center will enable fast delivery of large items.

Positive

• Over 720,000 visitors to Wilmette store in first year, with 50% of purchasing customers being new to Wayfair
• Strong 70% Net Promoter Score (NPS) at Wilmette location
• 15% higher growth rate in Illinois compared to national average
• Significant category growth with 50%+ increase in impulse purchases and 35%+ increase in high-consideration purchases
• Strategic location near New Jersey fulfillment center enabling fast delivery
• Creation of 120+ local jobs at Wilmette location

Negative

• None.

News Market Reaction

+0.57%

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+0.57% News Effect

On the day this news was published, W gained 0.57%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

BOSTON, May 15, 2025 /PRNewswire/ -- Wayfair Inc. (NYSE: W), the destination for all things home, today announced plans for its next large-format retail store in Yonkers, New York, set to open in early 2027. The news comes as the company celebrates the one-year anniversary of its inaugural large-format store in Wilmette, Illinois—a milestone that underscores Wayfair's growing success in physical retail and its evolving omnichannel strategy.

The Yonkers announcement follows the previously revealed plans for Wayfair's Atlanta store, slated to open in 2026, further demonstrating its commitment to scaling its in-person retail presence in key markets across the country.

"Over the past year, we've seen firsthand how a thoughtfully designed physical store can deepen engagement, drive growth, and introduce the Wayfair brand to entirely new audiences," said Liza Lefkowski, vice president of merchandising and stores at Wayfair. "The upcoming Yonkers store builds on that momentum—bringing our immersive retail experience to the New York metro area and delivering the same inspiration, convenience, and flexibility our customers have come to expect."

Wilmette Store Sets the Standard in Year One

Key highlights from Wilmette's first year include:

• Over 720,000 visitors welcomed since opening.
• Over 50% of purchasing customers were new to the Wayfair brand.
• A customer Net Promoter Score (NPS) of over 70% since opening.
• 120+ local jobs created, contributing to the area's economic vitality.
• 15% higher growth rate in Illinois compared to the national average.
• Significant category growth in the Chicago DMA:
  • 50%+ increase in lower-ticket impulse purchases (e.g., candles, kitchen accessories).
  • 35%+ increase in high-consideration purchases (e.g., bathroom renovations, kitchen cabinets).
• In-store events consistently attract 75+ guests, most of whom are first-time visitors—making these events a key part of Wayfair's community marketing strategy.
• Ongoing partnership with Connections for the Homeless to help create solutions that uplift the community.

Memorial Day weekend (May 24-26) will kick off celebrations of the first year anniversary of the Wilmette store, including:

• Memorial Day sale offering up to 70% site-wide and an extra 10% off in-store.
• Birthday cake for the first 100 customers each day, Saturday, May 24 through Monday, May 26.
• Family-friendly entertainment, prizes and more.

Yonkers Store to Bring the Experience to the New York Metro

The Yonkers store will extend this success to one of the country's most dynamic markets. At approximately 114,000 square feet, the location will feature 19 departments showcasing furniture, décor, outdoor living, home improvement, and more—all organized by style and to help customers easily navigate the store.  The store will also feature a large assortment of Wayfair Verified items, so shoppers can feel confident they're seeing some of the most trusted products, carefully reviewed by Wayfair for quality and value.

"New York is one of the most design-forward markets in the world, and Yonkers gives us the space to bring our retail vision to life," said Lefkowski. "This location lets us serve everyone from Manhattan to Westchester and beyond with an inspiring, full-scale shopping experience that Wayfair is known for."

The store will be located within Ridge Hill, a modern open-air lifestyle center in Westchester County, offering a vibrant, community-oriented environment. In addition to a large selection of items that are available to take home that day, its proximity to Wayfair's New Jersey fulfillment center enables fast delivery of large items, enhancing the convenience of the in-store experience.

"Once again Yonkers is attracting innovative and transformative businesses to our city, like Wayfair," said Yonkers Mayor Mike Spano. "Wayfair is a premier go-to destination for home shopping and Yonkers is excited to be among the first markets to host its large-format retail store. We look forward to seeing their Yonkers store prosper and attract shoppers here from around the region."

Ridge Hill is owned by Jamestown, Nuveen Real Estate, and Taconic Partners through a joint venture partnership. Adam Schwegman and Morgan Liesenfelt, both of Jamestown, represented the property in the lease transaction.

About Wayfair

Wayfair is the destination for all things home, and we make it easy to create a home that is just right for you. Whether you're looking for that perfect piece or redesigning your entire space, Wayfair offers quality finds for every style and budget, and a seamless experience from inspiration to installation.

Wayfair's family of brands includes:

• Wayfair: Every style. Every home.
• AllModern: Modern made simple.
• Birch Lane: Classic style for joyful living.
• Joss & Main: The ultimate style edit for home.
• Perigold: The destination for luxury home.
• Wayfair Professional: A one-stop Pro shop.

Wayfair generated $11.9 billion in net revenue for the 12 months ended March 31, 2025 and is headquartered in Boston, Massachusetts with global operations.

Wayfair Media Relations:
Karoline Etter
PR@wayfair.com 

Wayfair Investor Relations:
Ryan Barney
IR@wayfair.com

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SOURCE Wayfair Inc.

FAQ

When will Wayfair open its new store in Yonkers, New York?

Wayfair's new store in Yonkers, New York is set to open in early 2027.

How successful has Wayfair's Wilmette store been in its first year?

The Wilmette store has been highly successful, attracting over 720,000 visitors, achieving a 70% NPS score, creating 120+ local jobs, and showing 15% higher growth in Illinois compared to the national average.

How big will the new Wayfair store in Yonkers be?

The Yonkers store will be approximately 114,000 square feet and will feature 19 departments showcasing furniture, décor, outdoor living, and home improvement.

What impact has Wayfair's Wilmette store had on category sales?

The Wilmette store drove a 50%+ increase in lower-ticket impulse purchases and a 35%+ increase in high-consideration purchases in the Chicago DMA.

Where will Wayfair's Yonkers store be located?

The store will be located within Ridge Hill, a modern open-air lifestyle center in Westchester County, New York.