06/18/2026
We walked the new Wayfair store in Columbus today and it's worth your attention.
A destination format, team of on-site designers, and a curated edit from one of the largest home catalogs in the world. Wayfair spent 20 years convincing consumers it was okay to buy a couch online and now they are opening stores.
Some will call it a contradiction but Wayfair understands something most brands are still figuring out. Customers who engage with a brand in person spend more online. A store does not pull people away from the website, it sends them back to it.