philip lelyveld The world of entertainment technology

17Nov/17Off

Williams-Sonoma is buying a 3-D imaging and augmented reality startup for $112 million

Williams-Sonoma, the home furnishings company that also owns the West Elm and Pottery Barn retailers, has agreed to acquire the San Jose-based startup Outward for $112 million in cash, the companies just announced.

Five-year-old Outward specializes in replicating physical products in high-quality 3-D imagery that can be used for visual merchandising on retail websites and apps.

Outward has also worked with companies, including Williams-Sonoma’s Pottery Barn, to use its product renderings in augmented-reality apps that help customers visualize how a piece of furniture or decor would look in their home.

Outward founder Clarence Chui will stay on to run his 100-person team independently as a subsidiary of Williams-Sonoma, and his startup plans to continue to do business with other clients. The company, which raised less than $12 million in venture capital, has a customer base that includes furniture company Bassett and Rocky Mountain Hardware.

See the full story here: https://www.recode.net/2017/11/16/16666662/williams-sonoma-outward-acquisition-ar-augmented-reality-3d-images-pottery-barn-west-elm

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