Wayfair
Wayfair Inc. is an American e-commerce company that sells furniture and home-goods. Formerly known as CSN Stores, the company was founded in 2002. Their digital platform offers 14 million items from more than 11,000 global suppliers. The online company is headquartered in Boston, Massachusetts, Wayfair has offices and warehouses throughout the United States as well as in Canada, Germany, Ireland, and the United Kingdom.
Wayfair operates five branded retail websites: the main Wayfair site, Joss & Main, AllModern, Birch Lane, and Perigold.
History
2002 to 2006
Entrepreneurs Niraj Shah and Steve Conine founded Wayfair in August 2002, as a two-person company with a makeshift headquarters in Conine's nursery, in Boston, Massachusetts. Both Shah and Conine hold Bachelor of Science degrees from Cornell University. The pair had run two previous companies—Simplify Mobile and iXL, a global consulting firm—before starting Wayfair., Shah is the chief executive officer, and Shah and Conine share the chairman position.
Originally known as CSN Stores, the company began with the website racksandstands.com, selling media stands and storage furniture.
In 2003, the company added patio and garden goods suppliers, three online stores, and more than a dozen employees, and relocated the headquarters into an office on Newbury Street, in Boston.
Over the next two years, the company expanded its catalog to include home décor; office, institutional, and kitchen and dining furniture and materials, home improvement goods; bed and bath materials; luggage; and lighting. In 2006, the company earned $100million in sales.
2007 to 2010
For the next four years, the company expanded in the United States and in international markets.In 2008, CSN Stores began shipping to Canada and selling in the United Kingdom, and opened an office in London. In the same year, the Boston Business Journal ranked the company the #1 fastest growing private e-commerce company in Massachusetts, and the #4 fastest growing private company overall. In 2009, the company expanded to Germany. In 2010, the company relocated its headquarters to 177 Huntington Avenue, where they occupied 10 floors. At the end of that year, the company launched Joss & Main, a members-only private sales online store.
2011 to 2019
By 2011, CSN Stores owned over 200 online shops, largely niche shops for specific products, like cookware.com, everyatomicclock.com, and strollers.com. In an effort to scale, to direct traffic to a single site, and to unify the aesthetic of the company, Shah and Conine rebranded CSN Stores as Wayfair. Wayfair, as a company name, has no real meaning; it was chosen by a brand firm.To market the new brand and to increase its expansion, in June 2011 the company raised $165million in funding from four investment firms: Battery Ventures, Great Hill Partners, HarbourVest Partners, and Spark Capital.
Wayfair.com launched on September 1, 2011. As of July 2012, Wayfair had consolidated all of its niche websites, with the exception of Joss & Main and AllModern, into Wayfair.com. In August 2012, Wayfair launched Wayfair Supply, a single destination for Wayfair's business, government, and institutional customers. In August 2013, Wayfair acquired DwellStudio, a New York City-based design house and retailer focused on modern home and family furnishings.
Choosing a name
The company name of Wayfair was chosen by a marketing agency hired by Shah and Conine and was not based upon an aspiration, vision or a story, and is not even a word, but a combination of two words that tested well with focus groups.2014
In March 2014, T. Rowe Price led a $157million pre-IPO financing, valuing the company at more than $2billion.In late June 2014, the company again relocated its headquarters, this time to 4 Copley Place, about a block away from its previous headquarters at 177 Huntington Avenue. Along with 4 Copley Place, the company has two satellite offices in the surrounding area.
In October 2014, Wayfair raised over $300million through an IPO on the New York Stock Exchange under the ticker symbol W. In July 2015, Wayfair sold its Australian business to local online retailer Temple & Webster for an undisclosed amount. The brand was renamed to Zizo and later absorbed into the Temple & Webster business.
, Wayfair was the largest online-only retailer for home furniture in the United States, and the 33rd largest online retailer in the United States. The company generated $380million in revenue in 2010, over $500million in 2011, over $600million in 2012, over $900million in 2013, and over $1.3billion in 2014. In 2015, the net revenue of Wayfair increased to $2.25billion, to $3.4billion in 2016 and to $4.7billion in 2017.
2017
Wayfair spent more than $500million in advertising in 2017 and is on target to spend more in 2018.In 2017, a South Dakota lawsuit aimed at forcing Wayfair to collect and pay state sales tax made it to the US Supreme Court, South Dakota v. Wayfair, Inc. The court held that states may charge tax on purchases made from out-of-state sellers, even if the seller does not have a physical presence in the taxing state.
2018
The company hosted its first "Way Day" sale on April 25, 2018. Sales quadrupled compared to an average day in March, according to a report from analytics firm Edison Trends. The number of unique buyers on Way Day also rose nearly 400% compared to the March average, although the average order price spent on Way Day was about the same as in March, according to that report.According to an August 2018 article in The Boston Globe, Wayfair added an additional 2,000 employees in the first half of 2018, and the total number of employees approached 10,000. The company will be soon expanding to another building near Copley Square with office space for an additional 4,000 employees.
According to a marketing professor at Emory University, the company is losing $10 for every new customer acquisition.
On December 13, 2018, the Massachusetts Economic Assistance Coordinating Council approved a $31.4million tax break for Wayfair in exchange for a pledge to increase their hiring by at least 3,000 in Boston and 300 jobs at a new call center in Pittsfield. The tax break is one of the largest-ever awarded by the state.
2019
On March 26, 2019, Wayfair announced that its first permanent physical storefront would open in the Natick Mall in Natick, Massachusetts. The retailer had previously tested a few temporary pop-up storefronts during the 2018 holiday season, and confirmed plans to open four additional pop-up storefronts in 2019.Investors are suing Wayfair, claiming the company's executives misled them about the company's value and actions, losing them money as the top brass cashed out.
In May 2019, Wayfair was added to the Fortune 500 list for the first time, coming in at number 446.
During participation on a business panel on September 19, 2019, CEO Niraj Shah was asked what Wayfair was looking for in new hires and he said the company was looking for employees who are talented and non-political. According to the Boston Business Journal Shah was quoted as saying, "We're generally just looking for people on two sets of criteria. One, it's just that … they're incredibly talented. They're intelligent, quantitative. Just that we think they have the raw material to really succeed and we feel confident. The second thing we look for — equally important — is the cultural fit. So we're bringing in non-political, you know, highly collaborative, just very driven and ambitious. There's a whole lot of cultural values that we think are important while we succeeded. We only hire who have these two sets; both kinds of traits for success." Later, when asked about Shah's comments in the article, Wayfair said in a statement that Shah's quote was "misinterpreted and inaccurately positioned in this story."
Employee walk-out
On June 25, 2019, Wayfair employees announced plans to walk out in protest of a BCFS contract to sell beds to temporary migrant detention camps in a letter to senior management, including Niraj Shah and Steve Conine. Wayfair leadership responded indicating they would not terminate the order, and did not indicate they would donate the profit from the order to charity, as the letter requested. Congresswoman Alexandria Ocasio-Cortez expressed her support for the employees and the walkout. On June 26, 2019, several hundred Wayfair employees walked out.In late October 2019, the company announced it had hired 1,500 people in the last quarter, had a net loss of $272 million, and a revenue increase of 36 percent over the previous year.
2020
On February 13, 2020, the company announced a layoff of 550 employees or about three percent of their global workforce. The headquarters in Boston accounted for 350 of those employees let go. Chief executive Shah notified employees in an e-mail saying, "On reflection this last period of investment went on too long... and we find ourselves at a place where we are, from an execution standpoint, investing in too many disparate areas, with an uneven quality and speed of execution." As of 2020, the company has yet to show a profitable quarter.Wayfair won the 2020 Webby Award for Shopping in the category Apps, Mobile & Voice.
On July 10, 2020, Wayfair became the subject of a conspiracy theory falsely claiming that they are engaged in child sex trafficking.
Operations and infrastructure
Wayfair has over 12million square feet of warehouse space in Europe and North America with a dozen fulfillment centers., the company offers 14million products from 11,000 global suppliers. Wayfair employs over 2,300 engineers and data scientists and 3,000 customer service representatives in Boston; Berlin; Ireland; and other cities in the United States. The company expects to spend more than $1billion in marketing and advertising in 2019.Board of Directors
, the board of directors is:| Niraj Shah | Co-Founder, Chief Executive Officer, Director |
| Steven Conine | Co-Founder, Director |
| Julie Bradley | Director |
| Robert Gamgort | Director |
| Andrea Jung | Director |
| Michael Kumin | Director |
| James Miller | Director |
| Jeffrey Naylor | Director |
| Romero Rodrigues | Director |