Wayfair had previously tested physical retail with a series of pop-up shops. The company also opened a store last year near its distribution center, to resell returned goods at a discount. The Natick Mall shop, however, will be Wayfair's first full-time, full-price store.

Wayfair made no mention of any additional permanent store openings in its press release announcement on Tuesday.

Also making this opening noteworthy is the fact that Wayfair was a party to a legal struggle over whether U.S. states can require online retailers to remit and submit state sales taxes. That case — South Dakota v. Wayfair — reached the U.S. Supreme Court, which decided in South Dakota’s favor last June.

By opting to open physical stores, Wayfair is among many other online merchants that have found physical retail to be the most effective way to reach the customer and to promote any brand. Mattress e-tailer Casper, for one, says it will open roughly 200 stores over the coming two years. Online eyeglass vendor Warby Parker, for its part, already operates about 100 stores. And shirt e-tailer Untuckit currently has about 50 stores.

The Wayfair store is scheduled to open sometime this fall. Meanwhile, the company says it also has four pop-up shops set to open in various malls over this summer.