Wayfair to Launch First Brick-and-Mortar Experiences for AllModern and Joss & Main Brands

Stores will open in 2022 with three locations.

December 8, 2021

Wayfair has announced it will open its next brick-and-mortar retail stores in the coming year, bringing two of its specialty retail brands to life with three stores located in Massachusetts.

AllModern will open its first store at MarketStreet Lynnfield followed by a second location at Legacy Place in Dedham. Both open-air retail destinations are owned and managed by WS Development. Joss & Main will open in the new lifestyle space at Burlington Mall, a Simon mall in Burlington. These locations will be the first in a series of openings as Wayfair plans to launch additional stores representing across the entire Wayfair family of brands, including larger store formats for Wayfair and Perigold.

“At Wayfair, we are focused on creating the best possible experience for our customers,” says Karen McKibbin, head, physical retail, Wayfair. “That includes meeting them wherever they are on their shopping journey and delivering the exceptional value, selection, service and inspiration they enjoy from

our entire family of brands. With our first-ever AllModern and Joss & Main retail stores, we are introducing a new kind of omnichannel shopping experience powered by the Wayfair platform, inviting our customers to engage with the brands they know and love in an innovative format that blends the best of in-store and online shopping.”

Shoppers will be able to explore independently or be guided by teams leveraging tools and expertise, offering creative solutions for their homes. Featuring furniture as well as tabletop, bedding & bath, seasonal items and more, shoppers will be able to immediately purchase products in store and have orders placed for delivery to their homes.

“We are focused on building a premier portfolio of specialty concepts, helping all of our customers find the home solutions that are just right for them,” says McKibbin. “We look forward to unveiling the next evolution of our specialty retail brands through this exciting new channel.”

Beginning in 2018, Wayfair has operated a variety of pop-up shops as well as a smaller format retail store at the Natick Mall in 2019.

Additional details about the AllModern and Joss & Main stores will be available closer to the openings next year.