Wayfair plans fourth brick-and-mortar Birch Lane store in Florida

Online furniture and home decor retail giant Wayfair is opening its fourth brick-and-mortar store in Florida under the Birch Lane brand, and third in the region.

The newest Birch Lane is scheduled to open in Mercato in Naples this summer, according to a statement. The location will be in the 9,994-square-foot former Z Gallerie space. The other Birch Lane locations are in International Plaza in Tampa; the University Town Center in Sarasota; and Boca Raton. Those three stores opened in March.    

“We launched a refresh of Birch Lane early last year, and part of that plan included having physical retail locations that could bring the brand to life for our customers, allowing them to experience it in a way they haven’t been able to before,” Birch Lane General Manager Taylor Fitzpatrick says in the release. “Online shopping offers its conveniences, but having physical stores creates a place for our customers to gather, make connections, and receive guidance from our expert onsite staff who help our shoppers create a home where life’s many moments can unfold. Mercato is such a vibrant, lively destination so it felt like the perfect fit to expand here. 

Wayfair Inc. is one of the world’s largest home retailers, serving 22.3 million active customers. Mercato is a mixed-use lifestyle shopping center offering 315,000 square feet of main-street-style retail, restaurant and entertainment. Anchors include Whole Foods Market, Nordstrom Rack and Ulta.