I visited Wayfair's first-ever physical store in Chicago. Take a look.

Dominick ReuterJun 10, 2024, 01:58 IST

I visited Wayfair's first store near Chicago.Dominick Reuter/Business Insider

After more than two decades as an online-only retailer, Wayfair is getting into brick-and-mortar.
In May, the housewares company opened its first-ever store outside Chicago.

For all of its 22 years in business, housewares retailer Wayfair has been online only.

That all changed in May when the company opened its first-ever brick-and-mortar store in the Chicago suburb of Wilmette, Illinois.

The 150,000 square-foot, two-story store features furniture, decor, appliances, and much more.

It's not every day that a $7.25 billion e-commerce brand takes the plunge into physical retail, so I decided to visit the store to take a look.

I arrived expecting a stand-alone building, but Wayfair's store is in a suburban strip mall in a space once occupied by a department store.

The exterior of Wayfair's first store in Chicago.Dominick Reuter/Business Insider

Lots of companies say they're 'omni-channel,' but Wayfair really means it.

Shopping carts at the entrance.Dominick Reuter/Business Insider

There were even Ikea-style shopping bags.

Ikea-sized shopping bags.Dominick Reuter/Business Insider

The space was huge, but clear signage made it easy to navigate.

Maps and signage point the way.Dominick Reuter/Business Insider

Like any furniture retailer, there were model rooms showcasing design themes.

A model living room on the ground floor.Dominick Reuter/Business Insider

A cardboard cutout of brand ambassador Kelly Clarkson showed off a cozy living room setup.

Hello, Kelly Clarkson.Dominick Reuter/Business Insider

The eclectic collection of accent chairs...

A wall of accent chairs.Dominick Reuter/Business Insider

... and the carpet selection struck me as peak Wayfair.

Accent chairs and carpets.Dominick Reuter/Business Insider

Several design studios were located around the store to help shoppers mix and match textures and finishes.

One of several design service desks throughout the store.Dominick Reuter/Business Insider

I definitely was not expecting to see a pool table or a shuffleboard.

Billiards and shuffleboard.Dominick Reuter/Business Insider

There was even a whole section for tidying up your garage.

Garage storage concepts.Dominick Reuter/Business Insider

The center atrium features everything you need for drinking and dining...

The atrium.Dominick Reuter/Business Insider

... like glassware and dishes...

Shoppers browse glassware.Dominick Reuter/Business Insider

... to cocktail shakers and wine chillers.

Cocktail hour.Dominick Reuter/Business Insider

Every once in a while something would catch me by surprise.

A feathered lamp.Dominick Reuter/Business Insider

A nearby sign offered instructions on how to order customized versions of this artwork.

Customizable artwork.Dominick Reuter/Business Insider

The children's furniture selection was bright and cheerful.

Children's room decor.Dominick Reuter/Business Insider

Over in the 'Dream Center,' there were a plethora of mattresses to test out.

Mattresses for testing.Dominick Reuter/Business Insider

There was even furniture for pets.

Pet furniture.Dominick Reuter/Business Insider

Here you can find a bath tub, bath towels, and bath robes.

Standalone bathtubs.Dominick Reuter/Business Insider

There were also more budget-friendly options for sprucing up your space.

Peel and stick wallpaper.Dominick Reuter/Business Insider

The 'Shower Experience' display was pretty clever — it allowed you to see how the water flowed.

A display of shower heads.Dominick Reuter/Business Insider

Similarly you could test out all sorts of faucets.

A display of kitchen faucets.Dominick Reuter/Business Insider

There were doorknobs in every fit and finish...

A selection of doorknobs.Dominick Reuter/Business Insider

... a hall of appliances...

A selection of refrigerators.Dominick Reuter/Business Insider

... and a section for designing custom cabinetry.

Custom cabinetry options.Dominick Reuter/Business Insider

But the end result can look pretty slick.

A kitchen design concept.Dominick Reuter/Business Insider

These sorts of touch-and-feel displays definitely helped overcome my primary reservation about buying things online.

A laundry room concept.Dominick Reuter/Business Insider

Overall, this store does an effective job of inviting customers in to Wayfair's world.

Shoppers browsing.Dominick Reuter/Business Insider

Like Ikea, Wayfair has a restaurant to grab a bite to keep you going. There's even beer and wine available, and you can bring your beverage along as you shop.

The menu for The Porch restaurant.Dominick Reuter/Business Insider

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