Wayfair, an early e-commerce disruptor, wants to focus more on physical retail and has decided to exit the German market and cut 730 jobs as a result.

Budget-furniture seller Wayfair (W) is shifting its focus toward physical retail stores and North American markets as it cuts over 700 jobs and exits Germany.

Wayfair is exiting Germany, where it has operated for 15 years, after failing to turn the company “into a household brand” in the market.

Wayfair stock fell Friday morning after the online furniture seller said it was shutting down its business in Germany and cutting a little over 700 jobs in a bid to focus on more profitable growth areas.

However, despite these efforts, scaling our market share and improving our unit economics in the German market has proven challenging due to factors

The cuts follow thousands of jobs eliminated across the online furniture seller worldwide over the past two years.

The retailer plans to reinvest the savings from the move into expanding its physical footprint, growing its loyalty program and other initiatives.

Online furniture retailer Wayfair said on Friday it would lay off 730 employees as it exits the German market to focus on investments in core businesses.