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Why online retailers like Wayfair and Dormify are popping up at the mall

Ellie Silverman, The Philadelphia Inquirer on

Published in Business News

Wayfair's initial public offering was priced at $29 in October 2014 and had more than quadrupled to about $125 at the close Friday.

Online retailer Dormify's pop-up at the King of Prussia Mall has been open since May 15 and will remain there until the end of the month. The 1,800-square-foot space fits about 300 items and operates as a showroom. Customers can walk in, preview the faux brick wallpaper, lamps, drawer carts, and posters set up like a dorm room would be, and then order in store for 15% discount and free shipping.

"Oh, this looks great, Rachel, perhaps you need this," Lori Newman, 49, of Bethlehem, Pa., said to her 20-year-old daughter as she picked up a pillow that read, "Not a morning person."

"It's implied," Rachel told her mom. The family was there, with Lori's other two kids, Ben, 17, and Hannah, 21, to do some back-to-school shopping.

"Not that they really need anything," Lori said. The trip to the mall, she said, was "just for the fun of it."

 

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