Wayfair Inc., the online destination for home goods, has announced plans to expand its physical retail footprint with a new, large-format store in Princeton. The store is expected to open in 2027 at the Nassau Park Pavilion, a major retail hub along the Route 1 corridor.
The upcoming Princeton location will span approximately 135,000 square feet within the 760,000-square-foot Nassau Park Pavilion. The center, owned and managed by the real estate private equity firm Bridge33 Capital, is a high-traffic destination known for its diverse mix of national retail tenants.
“Opening in Princeton represents another exciting milestone as we continue expanding Wayfair’s physical retail presence across America,” Liza Lefkowski, vice president of merchandising and stores at Wayfair, said. “We’re creating a destination where customers can explore inspiring spaces, experience the quality and breadth of our assortment firsthand, and seamlessly shop across online and in-store channels.”
The Princeton site is part of Wayfair’s broader strategy to integrate its robust online logistics network with immersive, brick-and-mortar experiences. Features of the new store will include:
- Broad Assortment: Customers can shop furniture, décor, housewares, and appliances, with select items available for immediate pickup.
- Integrated Shopping: Shoppers will have the flexibility to browse in-store and utilize Wayfair’s logistics network for the quick delivery of larger items.
- Design Services: The store will offer free design consultations for projects of all sizes.
“We are proud to partner with Wayfair at Nassau Park Pavilion,” Carmen Decker, executive vice president of real estate operations & strategy at Bridge33 Capital, said. “Bringing their immersive, large-format experience to the center reflects our commitment to curating a best-in-class retail destination.”
This expansion is a significant step in strengthening Wayfair’s presence across the Northeast, providing a convenient physical touchpoint for customers throughout New Jersey, New York, and Pennsylvania. The Princeton project joins a growing list of Wayfair physical locations nationwide, including existing stores in Illinois, Georgia, and Ohio, as well as upcoming retail sites in Colorado, New York, Florida, and Ohio.
