Marlowe & Finch: premium upholstery, configured at scale
Marlowe & Finch replaced static PDP imagery with a real-time, photoreal sofa configurator that mirrors their showroom range — every frame, fabric and modular layout — and connects directly to Shopify Plus checkout.
Headline impact
+38% online conversion
Luxury furniture
United Kingdom
3D Product Configurator, 3D Modular Configurator, AR Viewer
Shopify Plus, Klaviyo
11 weeks
+38%
Online conversion
−54%
Fabric sample requests
+22%
Average order value
11 wks
Time to launch
The challenge
Marlowe & Finch's modular sofa range carries thousands of valid configurations across frames, depths, arm styles and over 400 upholstery fabrics. The legacy PDP relied on static photography and a long fabric-sample request flow, which slowed buying decisions and pushed most sales back into the showroom.
The team needed an online experience that matched the confidence of an in-store consultation, without rebuilding their tech stack or hiring a 3D production team.
The solution
VisionThree shipped a real-time 3D modular sofa configurator embedded directly on the Marlowe & Finch PDP. Shoppers compose layouts module by module, swap fabrics live, and see accurate dimensions and price update instantly.
The configurator is wired to Shopify Plus for live inventory and add-to-cart, and to Klaviyo so abandoned configurations trigger personalised follow-ups featuring the exact layout the shopper built.
- Photoreal PBR materials for 400+ upholstery fabrics, generated from existing supplier swatches
- Modular layout engine with snap-to-grid module placement and live pricing
- One-tap AR view on iOS and Android with no app install
- Save & share configurations via unique URL for showroom handoff
"It's the first time our online experience has matched the confidence of walking into one of our showrooms. The configurator is now the most-used surface on our site."
The results
Within the first quarter post-launch, online conversion on configurable ranges climbed 38% and average order value rose 22% as shoppers self-served more ambitious layouts.
Fabric sample requests fell by more than half because shoppers trusted the photoreal preview, cutting fulfilment cost while increasing intent. Showroom staff now open every consultation with the same configurator, creating a seamless online-to-store journey.
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