Wayfair LLC

Despite soaring sales, Wayfair’s net loss got deeper during the third quarter.

Ikea is allowing its shoppers to virtually test drive merchandise before making a purchase.   The home furnishings giant is preparing to launch a new augmented reality (AR) app. Called Ikea Place, the app allows customers to virtually place furniture in any space in their home, office, school or studio — and share the images.    The app, which will be supported by Apple’s iOS 11 platform, will launch in late September.  

Despite posting a loss for the second quarter, Wayfair’s brand continues to gain traction and square off against competitors.   For the second quarter ended June 30, the home decor and furnishings e-retailer narrowed its net loss to $38.9 million from $48.3 million in the same period a year ago. It also posted a smaller-than-expected second quarter loss of 26 cents per share, beating analyst expectations of 46 cents per share, according to FactSet.  

Wayfair is making it easy for customers to emulate decor trends from one of cable television's most popular series.    Wayfair is collaborating with HGTV home improvement and house flipping series “Brother vs. Brother.” The popular show features siblings Jonathan and Drew Scott competing to see who can make the biggest profit when flipping renovated properties. The Wayfair-HGTV partnership will enable viewers to shop the looks featured on the show directly on Wayfair.  

Wayfair is streamlining the way its shoppers navigate its vast online catalog as they search for specific looks.    The retailer launched “Search with Photo,” a new feature that leverages artificial intelligence to make it easier for shoppers to find their desired furnishings. Shoppers can now simply snap a photo to find and purchase specific products that match the looks they see and love.   

Wayfair’s newest digital endeavor could be a valuable resource for the design community.    The home furnishings brand released its 3D model library on SketchUp, 3D modeling software used by architects, engineers, design, construction professionals, and members of the global maker community. Through the partnership, Wayfair is releasing approximately 1,000 models to SketchUp’s 3D Warehouse, enabling designers to visualize the company’s furniture and décor products in their designs.  

Wayfair credits innovation, increasing brand awareness and repeat customers for its strong fourth quarter growth.   The home decor brand’s total net revenue for the fourth quarter ended December 31, 2016, rose 33.1% from last year to $984.6 million, topping analysts’ expectations for $975.32 million. The company’s gross profit was $238.6 million, or 24.2% of total net revenue.