On Friday, April 17th, residents of midtown Atlanta and the surrounding communities lined up outside of the new Wayfair store for its grand opening and to welcome the e-commerce giant into the community. It was a warm welcome indeed as many anxious shoppers danced to the sounds of the DJ while wearing the company’s signature purple-colored shades. However, what shoppers didn’t know, but would soon learn, is that Wayfair wasn’t just building in their community, the company was also investing in it – an investment that went beyond its storefront.
Community investment is a central part of Wayfair. When considering entering the Atlanta market, Wayfair didn’t just research neighborhoods, consumer trends, and infrastructure. They also assessed Atlanta’s community needs and organizations on the ground working to meet them.
“We took a thoughtful, data-informed approach to identifying partners who are deeply embedded in the community and driving measurable impact,” shared Kendall Wright, Head of Purpose and Inclusion for Wayfair.
Wayfair prioritized local Atlanta organizations who not only possessed strong track records in housing stability, but also aligned with their mission of supporting people on their journey to home.
In addition to celebrating their grand opening, Wayfair announced their partnership with Hope Atlanta as the inaugural recipient organization of the Wayfair Roots program’s $50,000 gift. The company’s belief that everyone deserves a place to call home is the heart of Wayfair Roots – a program focused on expanding access to safe, stable housing by partnering with organizations that are making a meaningful impact locally. Wayfair’s choice to partner with Hope Atlanta was a result of their extensive research – citing the organization as a “natural partner” due to its expansive work moving individuals from crisis to stability, its measurable impact, and strong connection to the community.
Wayfair’s investment in Atlanta’s communities, by way of its partnership with Hope Atlanta, is a model many companies moving into this market should consider. Atlanta residents, transplants and natives alike, share a deep affinity for the city. They’re not excited about companies who are interested in entering the market to buy out but instead ‘buy in’ – to the communities and residents who make Atlanta a place for businesses to thrive. That means showing up with intention and giving back in ways that matter locally.
“As we open our Atlanta store, we’re excited to invest in the local community and partner with Hope Atlanta to support access to safe, stable housing. It’s a meaningful step in how we show up as a trusted neighbor and build lasting impact from day one,” said Kendall Wright.
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