Wayfair's Physical Retail Expansion Continues: New Atlanta Store Coming in 2026

Rhea-AI Summary

Wayfair (NYSE: W) has announced plans to open its second large-format store in Atlanta, Georgia in 2026. The new 150,000-square-foot location will be situated at 1801 Howell Mill Rd NW within The District at Howell Mill, offering furniture, home decor, housewares, appliances, and home improvement items.

Following the successful launch of their first store in Wilmette, IL in May 2024, which helped drive Illinois sales growth 15% above the U.S. average, the Atlanta location aims to provide a seamless shopping experience. The store's proximity to Wayfair's McDonough fulfillment center will enable fast delivery for larger items, while many products will be available for immediate purchase.

The new location, positioned along I-75, will serve customers from Buckhead, Midtown, and downtown Atlanta areas. The property is owned by JLL Income Property Trust and Selig Enterprises, with the lease transaction handled by Retail Planning representatives.

Positive

• Second physical store expansion demonstrates successful retail strategy
• First store in Wilmette drove 15% higher sales growth vs. U.S. average
• Strategic location near fulfillment center enables fast delivery capabilities
• Prime retail location with access to multiple Atlanta metropolitan areas

Negative

• Long wait until store opening (2026) may delay physical retail revenue potential

BOSTON, March 14, 2025 /PRNewswire/ -- Wayfair Inc. (NYSE: W), the destination for all things home, today announced the location of its second large-format store in Atlanta, Georgia. Set to open in 2026, this sprawling 150,000-square-foot space will offer an immersive, one-stop shopping destination for furniture, home decor, housewares, appliances, and home improvement essentials—all designed to inspire and elevate every home, across all styles and budgets.

"At the heart of our retail strategy is our commitment to providing customers with a seamless shopping experience, whether online or in-store," said Liza Lefkowski, vice president of merchandising and stores at Wayfair. "We are thrilled to bring this one-of-a-kind shopping experience to the Atlanta metro area. We will offer customers an extensive selection for all styles and budgets, with our vast catalog brought to life in an inspiring and easy-to-navigate shopping experience that makes discovering the perfect pieces effortless."

The Atlanta store marks Wayfair's second large-format location, following the successful debut of the first store in Wilmette, IL, in May 2024. The Wilmette store has delivered outstanding results, contributing to sales from the state of Illinois growing more than 15% faster than the U.S. overall, from the store launch through the end of 2024.

"The excitement around our first store in Wilmette exceeded expectations – from packed shopping carts in-store, to bus tours from neighboring states. It's been incredible to see the enthusiasm for Wayfair in person and we can't wait to bring that same energy to Atlanta," said Lefkowski.

Bridging the gap between online and in-store convenience, many items are available to purchase and take home that day, and for bigger items like sofas, the store's proximity to Wayfair's fulfillment center in McDonough, GA will allow for fast delivery. The new store will be located at 1801 Howell Mill Rd NW within The District at Howell Mill, a well-established shopping center in Atlanta's thriving Upper Westside neighborhood. Situated along I-75 at Howell Mill Rd—just minutes from Buckhead, Midtown, and downtown Atlanta—the store offers prime accessibility for both local shoppers and visitors from across the greater Atlanta area.

The lease transaction was represented by Fraser Gough and Benton Green of Retail Planning Corporation. The property is owned by JLL Income Property Trust, a division of LaSalle Investment Management, a global real estate investment firm, along with Selig Enterprises, a 108-year-old, family-owned and operated real estate development company based in Atlanta.

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 year ended December 31, 2024 and is headquartered in Boston, Massachusetts with global operations.

Contacts:

Wayfair PR
Karoline Etter
pr@wayfair.com 

Wayfair IR
James Lamb
ir@wayfair.com 

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SOURCE Wayfair Inc.

FAQ

When will Wayfair (W) open its new Atlanta store?

Wayfair's new Atlanta store is scheduled to open in 2026.

How large is Wayfair's new Atlanta store going to be?

The new Wayfair store will be 150,000 square feet in size.

Where is Wayfair's new Atlanta store located?

The store will be located at 1801 Howell Mill Rd NW within The District at Howell Mill, near I-75.

How has Wayfair's first physical store in Wilmette performed?

The Wilmette store has driven Illinois sales growth 15% higher than the U.S. average since its May 2024 opening.

What products will Wayfair's Atlanta store offer?

The store will offer furniture, home decor, housewares, appliances, and home improvement essentials.