Question · Q4 2025
Steve Forbes asked for an update on Wayfair's physical retail expansion, specifically revisiting the performance of the Wilmette store's surrounding DMAs two years in, and how new stores are expected to perform in 2026. He also inquired about the benefits and P&L framework for the multi-channel fulfillment offering.
Answer
Niraj Shah, Co-founder, Chief Executive Officer, and Co-chairman, reported that the Wilmette store continues to show a nice lift, attracting new customers and driving share of wallet, with the Illinois over national growth CAGR exceeding 10% since opening. He explained that stores, alongside initiatives like Wayfair Rewards, aim to increase customer annual spend by expanding category awareness and loyalty. He emphasized growing revenue at an accelerating rate and profits even faster, regardless of how specific accounting lines are impacted. For multi-channel fulfillment, Niraj Shah described it as part of Wayfair's logistics infrastructure, enabling suppliers to offer a broader product breadth, optimize demand, and benefit from faster delivery, lower costs, and reduced damage. He also mentioned the forthcoming Wayfair Delivery Plus offering, designed to provide tailored services for home goods.
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