Wayfair Announces First New Jersey Physical Store in Princeton as Part of Major U.S. Expansion
Online home goods retailer Wayfair is moving further into physical retail with plans to open its first store in New Jersey, marking another step in the company’s growing offline presence across the United States. The new large-format store is planned for Princeton and is expected to open in 2027.
The upcoming store will be located along the Route 1 corridor, a busy commercial area that connects customers from New Jersey, New York, and Pennsylvania. The retail space will be approximately 135,000 square feet, making it a major destination for furniture and home shopping in the region.
The store will be part of Nassau Park Pavilion, a large retail center spanning about 760,000 square feet and managed by Bridge33 Capital. This location was selected as part of Wayfair’s strategy to create high-traffic shopping destinations where customers can experience products in person before making purchasing decisions online or in-store.
Inside the Princeton store, customers will be able to explore a wide range of products including furniture, home décor, housewares, and appliances. The store will also feature Wayfair Verified items, which are selected products that meet the company’s quality standards.
Wayfair plans to offer flexible shopping options at the location. Some items will be available for same-day pickup, while larger products such as sofas or appliances can be delivered directly to customers through Wayfair’s logistics system. The store will also provide free design services to help shoppers plan and style their living spaces.
Company leadership says the goal is to blend digital convenience with in-person shopping. According to Liza Lefkowski, Vice President of Merchandising and Stores at Wayfair, the concept is designed to let customers explore inspiring room setups, experience product quality firsthand, and shop seamlessly across both online and physical channels.
The Princeton location joins Wayfair’s growing list of physical stores in cities such as Atlanta, Wilmette in Illinois, and Columbus, Ohio. The company is also planning additional stores in Denver, Westchester in New York, Fort Lauderdale in Florida, and Cincinnati, showing a clear push toward expanding its retail footprint nationwide.
With this move, Wayfair continues to shift from being only an online marketplace to a hybrid retail brand focused on combining digital shopping with real-world customer experience.
Sources:
Wayfair corporate announcement and official company statement
Retail development and leasing information from Nassau Park Pavilion project details
Statements from Wayfair executive leadership communication
