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Wayfair is expanding its physical footprint with plans to debut a new large-format retail store in Princeton in 2027.

The coming location at Nassau Park Pavilion helps further the company’s efforts to increase its presence in the Northeast, particularly New Jersey, New York and Pennsylvania.

Owned by Bridge33 Capital, the 1.13 million-square-foot grocery-anchored power center features a tenant roster that also includes Wegmans, Target and Home Depot. Located at 510 Nassau Park Blvd., the center sits near the intersection of U.S. Route 1 and Quakerbridge Road in Mercer County, along the Route 1 retail corridor.

Wayfair will occupy approximately 135,000 square feet at Nassau Park Pavilion, according to the company.

Wayfair Vice President of Merchandising and Stores Liza Lefkowski described the Princeton opening as an exciting milestone.

“We’re creating a destination where customers can explore inspiring spaces, experience the quality and breadth of our assortment firsthand, and seamlessly shop across online and in-store channels with the convenience and flexibility they expect from Wayfair,” Lefkowski said.

Princeton is a strong home market with a mix of new movers and long-time residents.
—Liza Lefkowski, Wayfair

Digital native home goods purveyor Wayfair made its jump to physical formats in 2024. The first 150,000-square-foot location debuted in Wilmette, Ill., that May.

Since, it has expanded that footprint to also include stores in Atlanta, Ga., and Columbus, Ohio. Beyond the New Jersey store due, Wayfair has upcoming spots coming to Denver, Colo.; Westchester, N.Y.; Fort Lauderdale, Fla.; and Cincinnati, Ohio.

Wayfair has not responded to a query about how many jobs the New Jersey store would create.

Entering a ‘strong home market’

Bridge33 Capital acquired the Class A Nassau Park Pavilion last December.

Commenting on the new addition, Carmen Decker, executive vice president, Real Estate Operations & Strategy, at Bridge33, touched on the importance of operators that bring cause to in-store shopping.

“Bringing their immersive, large-format experience to the center reflects our commitment to curating a best-in-class retail destination, and we look forward to the energy this flagship store will bring to the Princeton community,” Decker said.

According to Wayfair, customers at the Princeton store will have the ability to browse furniture, decor, housewares, appliances and more – among them, a curated selection of Wayfair Verified items. Select pieces are available to take home the same day. Wayfair can deliver large pieces through its logistics network. The store will also offer free design services for projects of varying sizes.

“Princeton is a strong home market with a mix of new movers and long-time residents,” noted Lefkowski. “We’re looking forward to giving customers a way to see what’s possible, get support when they need it and bring their ideas for home to life.”