Wayfair Inc. (NYSE: W) announced plans to open its 10th retail store in Altamonte Springs, Florida, in 2028, according to a company press release dated Aug. 26, 2026.

The 85,000-square-foot, single-level store will be located at Marketplace at Altamonte, a retail center north of Orlando that is undergoing a revitalization. The store will allow customers to browse products organized by room and style, work with on-site design experts, take select items home the same day, and access Wayfair's broader online catalog through its logistics network.

Wayfair currently operates stores in Wilmette, IL, Atlanta, GA, and Columbus, OH, with additional locations planned for Denver, CO; Westchester, NY; Fort Lauderdale, FL; Cincinnati, OH; Princeton, NJ; and Pittsburgh, PA.

The company cited data from its Chicago location, where it said more than 50% of in-store customers were new to the brand, as evidence that physical retail locations attract customers who had not previously shopped with Wayfair online.

"Reaching our 10th store is an exciting milestone for Wayfair and a testament to the momentum we're seeing as we bring our brand to life," said Liza Lefkowski, vice president of merchandising and stores at Wayfair.