Wayfair And IKEA Plan U.S. Store Expansion Even As Home Furnishings Retail Remains Challenged

Forbes Business

by Pamela N. Danziger, Senior Contributor

February 24, 2026

AI-Generated Deep Dive Summary

Wayfair and IKEA are making significant moves in the competitive U.S. home furnishings market, despite ongoing challenges. Both companies, currently leading their respective segments, are expanding their physical and online footprints to capture a larger share of the tightening retail landscape. Wayfair, known primarily as an e-commerce giant, is now opening brick-and-mortar stores, while IKEA, a global leader in ready-to-assemble furniture, is ramping up its online and remote sales strategies. These expansions highlight their efforts to adapt and grow in a market that remains sluggish due to economic uncertainties and shifting consumer preferences. The U.S. home furnishings retail sector faces headwinds, including inflationary pressures, rising interest rates, and changing shopping behaviors. Against this backdrop, Wayfair’s decision to open physical stores represents a strategic pivot from its online-only model. The company aims to enhance customer experience by offering in-store interactions, which many consumers still value. Meanwhile, IKEA is doubling down on its e-commerce platform, leveraging its global supply chain to improve delivery times and expand its online offerings. Both companies are betting that these moves will help them maintain their market leadership and attract a broader audience. For readers interested in business trends, this expansion underscores the evolving nature of retail strategies in a challenging environment. Wayfair’s store openings signal an attempt to counter its online-only image and compete with traditional retailers like IKEA. On the other hand, IKEA’s focus on digital innovation reflects its long-standing commitment to staying relevant in the e-commerce age. These moves not only highlight the competitive dynamics between two industry giants but also offer insights into how leading companies adapt to market shifts. As both brands continue to expand, their strategies will be closely watched by industry observers and consumers alike.

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Originally published on Forbes Business on 2/24/2026