The Natick Mall. Photo courtesy of the Massachusetts Office of Travel and Tourism / CC BY-ND 2.0

Boston-based online home furnishings retailer Wayfair will open its first full-service physical retail store later this year in the Natick Mall.

The new store will extend the way Wayfair customers shop for home and experience the company’s award-winning service and unrivaled selection, the company said in a statement. Scheduled to open in early fall, the retail destination will bring the Wayfair brand to life in an engaging format to delight customers with convenience and ease.

“With the opening of our new retail store, we are offering our customers a new way to enjoy Wayfair’s exceptional shopping experience as we continue to transform the way people shop for their homes,” CEO and co-founder Niraj Shah said in a statement. “We look forward to inviting our customers further into the world of Wayfair, welcoming them to step inside our newest shopping experience guided by the knowledgeable support and expertise of our in-store design team.”

The company promises shopping at the Wayfair store and online will be a seamless, connected experience for customers, and home design experts will be available to offer complimentary design consultations to at the store. Shoppers will be able to immediately purchase an assortment of products in store and also have orders placed for delivery to their homes.

In addition to the Wayfair store, Wayfair will open four pop-up shops later this summer. The pop-ups will offer an immersive experience for consumers to interact with the Wayfair brand. Visitors will be able to shop a curated selection of products for immediate, in-store purchase, including decorative accents, wall décor, and seasonal pieces.

Wayfair previously operated a pop-up shop at the Natick Mall during the 2018 holiday season as well as a second pop-up shop at the Westfield Garden State Plaza in Paramus, New Jersey. In addition, Wayfair recently opened an outlet connected to its Florence, Kentucky warehouse.