Wayfair CFO sells 9,612 shares at $102.20 under 10b5-1 plan

Wayfair Inc. (W) reported an insider transaction by its CFO and Chief Admin Officer, Kate Gulliver.

Rhea-AI Filing Summary

Wayfair Inc. (W) reported an insider transaction by its CFO and Chief Admin Officer, Kate Gulliver. On 11/04/2025, she sold 9,612 shares of Class A common stock at $102.20 per share in a transaction coded “S.” The filing notes the sale was made under a Rule 10b5-1 trading plan adopted on August 6, 2025.

Following the sale, Gulliver beneficially owned 175,497 shares, held directly. The Form 4 was filed by a single reporting person, and the signature is by Attorney-In-Fact Enrique Colbert for Kate Gulliver.

Insider Trade Summary

Net Seller: 9,612 shares

Net Sell 1 txn

Insider Gulliver Kate

Role CFO and Chief Admin Officer

Sold 9,612 shs ($982K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock	9,612	$102.20	$982K

Holdings After Transaction: Class A Common Stock — 175,497 shares (Direct)

Footnotes (1)

1. F1. The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on August 6, 2025.

FAQ

What insider transaction did Wayfair (W) disclose?

The CFO sold 9,612 shares of Class A common stock at $102.20 on 11/04/2025.

Was the Wayfair (W) insider sale under a 10b5-1 plan?

Yes. The sale was made pursuant to a Rule 10b5-1 trading plan adopted on August 6, 2025.

How many Wayfair (W) shares does the insider hold after the sale?

After the transaction, the insider beneficially owned 175,497 shares, held directly.

What was the transaction code on the Wayfair (W) Form 4?

The transaction was coded “S”, indicating an open market or private sale.

Who signed the Wayfair (W) Form 4?

It was signed by /s/ Enrique Colbert, Attorney-In-Fact for Kate Gulliver, on 11/06/2025.

What is the insider’s role at Wayfair (W)?

The reporting person is an Officer, serving as CFO and Chief Admin Officer.

AI-generated analysis. How Rhea-AI works. Not financial advice.

Form 4 Insider Transactions: What Each Field Means →

See more from StockTitan in Google Search and AI answers. Adds StockTitan as a preferred source · opens Google

Add on Google Not now

Accepted by SEC EDGAR 11/06/2025 - 04:36 PM Learn about SEC filing dates

SEC Form 4

FORM 4

UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

OMB APPROVAL

OMB Number:			3235-0287
Estimated average burden
hours per response:			0.5

Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

X

Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.

1. Name and Address of Reporting Person^*

Gulliver Kate

(Last) (First) (Middle)

C/O WAYFAIR INC., 4 COPLEY PLACE

(Street)

BOSTON MA 02116

(City) (State) (Zip)

2. Issuer Name and Ticker or Trading Symbol
Wayfair Inc. [ W ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	CFO and Chief Admin Officer

3. Date of Earliest Transaction (Month/Day/Year)
11/04/2025

4. If Amendment, Date of Original Filed (Month/Day/Year)

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Class A Common Stock	11/04/2025		S(1)		9,612	D	$102.2	175,497	D

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:

1. The sales reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the reporting person on August 6, 2025.

Remarks:

	/s/ Enrique Colbert, Attorney-In-Fact for Kate Gulliver	11/06/2025
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.