Meet&CoBOSTON — Wayfair is continuing its expansion beyond e-commerce with plans to launch a new large-format retail location in Princeton, New Jersey, further strengthening the company’s growing brick-and-mortar strategy.
Scheduled to open in 2027, the new store will serve shoppers across New Jersey while also attracting customers from neighboring New York and Pennsylvania. The project represents another step in Wayfair’s effort to establish a stronger physical presence in key U.S. markets.
Liza Lefkowski, vice president of merchandising and stores at Wayfair, said the upcoming Princeton location reflects the company’s ongoing investment in creating engaging shopping destinations where customers can experience products in person while enjoying a connected online and in-store purchasing journey.
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The store will occupy approximately 135,000 square feet within Nassau Park Pavilion, a prominent retail complex managed by Bridge33 Capital. Located along the heavily traveled Route 1 corridor, the shopping center attracts significant consumer traffic and features a diverse mix of national retailers.
Bridge33 Capital executives welcomed the addition of Wayfair, noting that the retailer’s experiential store concept aligns with the center’s goal of enhancing the overall shopping experience and attracting new visitors to the Princeton area.
Once open, the location will showcase a wide range of home furnishings and household products, including furniture, décor, kitchen essentials, and appliances. Customers will also find a selection of Wayfair Verified products, with some merchandise available for immediate purchase and pickup. Larger items can be delivered through the company’s logistics network, while complimentary design consultations will help shoppers with projects ranging from single-room updates to complete home makeovers.
The Princeton store joins a growing roster of Wayfair retail locations across the United States. The company currently operates stores in Illinois, Georgia, and Ohio, while additional large-format locations are planned for Colorado, New York, Florida, and Ohio as part of its broader retail growth strategy.
