The shop in the Natick Mall's central court near Lord & Taylor will be open until Jan. 2. It displays select products from the Boston-based company's website and gives customers a chance to consult with interior designers.
NATICK — E-commerce giant Wayfair opened a pop-up shop at the Natick Mall in time for the holidays.
The shop displays select products from the Boston-based company's website and gives customers a chance to consult with interior designers.
“They can recommend products and give tips to people who aren’t sure where to start if they want to restyle a room in their home,” said Julie Cassetina, a spokeswoman. The company launched Design Services, an e-design platform, this summer.
“It connects Wayfair customers with a professional interior designer online,” she said.
Design Services is available in two packages: Lite ($79) and Classic ($149).
The shop in the central court near Lord & Taylor will be open until Jan. 2. A second shop is open at the Westfield Garden State Plaza in Paramus, New Jersey. Orders can be placed for next-day or two-day delivery through tablets. Wayfair offers more than 10 million items across home furnishings, décor, home improvement, housewares and more.
“For the first time ever, shoppers will be able to step into the world of Wayfair,” said Ed Macri, chief product and marketing officer, in a statement. “We’re excited to connect with shoppers face to face and introduce them to the endless possibilities in shopping for home.”
Beyond furniture and other home goods, Wayfair also sells materials for renovations, including vanities, sinks, tile and flooring. The kiosk features a “how-to” station and customers can browse through carpet material and more than 100 fabric swatches to create their very own custom furniture.
Each item has a tag directing customers to the item online.
“So far, it’s been going great,” Cassetina said. “It has been very exciting for the staff members to interact with people.”
One customer at the New Jersey store, a 94-year-old woman, got assistance last week in finding the perfect armchair.
“We had a staff member who probably spent 20 minutes or a half-hour with her browsing different chairs and looking at product descriptions,” Cassetina said. “The Wayfair staff at the pop-up are meant to work one on one with people who come through the shop and help them find exactly what they are looking for.”
Many customers come in with pictures of the space they want to decorate, said Olga Lane, assistant manager.
“We have an interior designer on site right here,” she said. “Whenever they have a simple question they just come up and ask.”
The pop-up gives customers a look at the company’s flagship online business.
“They want to know what will look good in the room,” Lane said.
Wayfair is opening an outlet store in Kentucky before the end of the year that will sell returned items in good condition. There are plans for other brick-and-mortar locations.
“We are just seeing how people respond to the pop-ups,” Cassetina said.
More holiday decor will be added later this month to the pop-up. Gift cards are sold at the shop.
Wayfair generated $5.7 billion in net revenue for the 12 months ended June 30. The company has operations throughout North America and Europe, and it employs more than 9,700 people.
Jonathan Phelps can be reached at 508-626-4338 or email@example.com. Follow him on Twitter @JPhelps_MW.