Wayfair is opening its first large-format retail store outside of Chicago on May 23rd. The move shows that some digitally native brands are turning to physical retail locations for new growth opportunities and a better customer experience. Wayfair CEO Niraj Shah said categories like furniture benefit from a physical store experience where customers can see and touch items before purchasing. Wayfair envisions opening more large stores nationwide in the future as it explores an omnichannel retail strategy. Other e-commerce brands have also launched physical stores recently to complement online sales.