PHILADELPHIA, PA — Terrain has opened its first Massachusetts location in Wayland, expanding Anthropologie Group’s home-and-garden brand into the Greater Boston market with a combined retail, nursery, restaurant, events and design-services operation.
The Wayland Village location extends Terrain beyond its existing geographic footprint and represents a broader format than a conventional retail store. The site combines a home and garden shop with an all-season nursery, cafe, event venue and customer design services.
Anthropologie Group identified Massachusetts as a growth market for Terrain, citing its existing retail presence in Greater Boston and direct-to-consumer demand for the brand.
“Greater Boston has long been an important market for our business,” Anthropologie Group Global CEO Tricia Smith stated. The company sees the Wayland store as an opportunity to expand Terrain among customers already familiar with Anthropologie and its other operations in the region.
The new location includes a seasonally changing assortment of home, garden, outdoor living, entertaining and gift products, along with a nursery focused on plants, container gardening and seasonal planting.
The property also includes a cafe and Terrain Gardens, an indoor event space spanning more than 8,700 square feet and positioned next to the nursery and Wayland’s wetlands. The events operation is designed for weddings and other gatherings, with food, beverage and related hospitality services available through the company.
Terrain is also offering its Design by Terrain services from the location, including custom plantings, living gifts, floral design for weddings and events, and seasonal and holiday decorating.
The Massachusetts expansion comes with a partnership between Terrain and the Massachusetts Horticultural Society, the brand’s first garden partnership outside Pennsylvania. Terrain plans to provide the organization with an annual unrestricted donation and use its marketing channels to support horticultural education, native plants, pollinator habitats and environmental stewardship.
The companies also plan to explore programming tied to gardening and horticulture. Financial terms of the partnership were not provided.
The Wayland development involved coordination with local officials and community partners, according to Dave Ziel, chief development officer of URBN, the Philadelphia-based parent company of Anthropologie Group.
Terrain officially opened the Wayland Village location last week.
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