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Wayfair To Open Brick-and-Mortar Stores for Two Of Its Brands

Wayfair plans to open three brick-and-mortar retail stores in Massachusetts for two of its specialty retail brands next year—AllModern and Joss & Main.

The first AllModern store will open at MarketStreet Lynnfield and the second at Legacy Place in Dedham. Joss & Main’s new lifestyle space will open at Burlington Mall.

The locations will be the first in a series of openings as Wayfair plans to launch additional stores representing all five of its brands, including Birch Lane, Perigold, and the flagship Wayfair brand.

“At Wayfair, we are focused on creating the best possible experience for our customers. 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,” Karen McKibbin, Wayfair’s head of physical retail,” said in a release.

“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.”

The showrooms will carry furniture, tabletop, bedding and bath, seasonal items, and more, and consumers will be able to immediately purchase products in-store and have orders placed for delivery.

“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,” McKibbin said. “We look forward to unveiling the next evolution of our specialty retail brands through this exciting new channel.”

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