Wayfair opens Massachusetts store to showcase AllModern brand

LYNNFIELD, Mass. — Wayfair has just opened a new physical retail location for its AllModern brand.

The goal for the new store is blend the best of the digital and physical shopping experiences, allowing shoppers to see and touch products in person while offering digital access to product options, design ideas and delivery options.

The AllModern brand specializes in modern design styles from industrial to mid-century modern to Scandinavian contemporary.

Wayfair opened its first physical store in Massachusetts in 2019. This new store, located at 310 Market St., is about 10,000 square feet, and will be followed by another AllModern store in Dedham, Mass., later this year.

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Vicky Jarrett has worked with various furniture industry publications — including Furniture Today, Retail Ideas, Our State magazine and Casual Living — for more than 20 years and rejoined Furniture Today as Managing Editor in 2016.

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