Physical retail is an extension of Wayfair and its brands’ mission to transform how people shop for home furnishings and decor. With the opening of the brand’s first, full-service brick-and-mortar retail store in 2019 and this year’s first-ever launch of AllModern and Joss & Main retail stores, the company is setting new standards for what the industry defines as an omnichannel shopping experience while also illustrating how marketers can create more consumer touchpoints IRL.