Wayfair has finalized the look for its new pop-up shops that will debut this summer.
As it continues to push into brick-and-mortar territory, with an outlet and proposed retail store following a holiday pop-up initiative in two mall locations, one each in Massachusetts and New Jersey, the company has developed a next generation mini-shop.
The new pop-up shops will differ somewhat from the first generaion format. A Wayfair spokesperson told HomeWorld Business that it would focus on smaller home decor items including throw pillows, candles, barware and related products.
However, the assortment will be refreshed throughout the three month pop-up store run. The initial pop-up shops had a wider ranging assortment, including furniture, and signage that touted Wayfair products and services, and so served in part as an introduction to the company for mall shoppers who might not yet understand the retailer’s consumer proposition.
Wayfair scheduled the new pop-up shops to open August 1 in:
- Woodfield Mall in Schaumburg, IL
- Streets at Southpoint in Durham, NC
- King of Prussia in King of Prussia, PA
- Tysons Corner Center in Fairfax, VA