Wayfair Adds GE To Its Appliance Lineup

Those looking for better options to buy appliances — specifically GE appliances — have some good news as of this week.

GE and GE Profile washers, dryers, ranges, dishwashers and refrigerators will now be sold on Wayfair’s website, alongside its other product offerings. GE is already locked and loaded for 25 U.S. cities and is ready for nationwide rollout starting in 2018.

Shoppers on Wayfair’s retail site can explore merchandise through 3D imaging to view what any and all of those appliances will look like in their home.

Wayfair’s move into appliances comes on the heels of Sears’ decline and its relative dominance in the segment. Sears, notably, is trying to hold on to that business line with specialty appliances-focused stores and a move to sell their Kenmore brands online.

But Wayfair is not the only shark circling Sears in the retail waters. JCPenney has started selling appliances again after a nearly decade-long hiatus.

JCPenney, Sears and Amazon have something that online-only Wayfair lacks, however: in-home services, which come handy since washers, dryers, dishwashers and refrigerators have gone from simple plug-and-play appliances to rather complicated technical devices that require some expertise to set up.

“When it comes to purchasing appliances, we understand that shoppers want to feel 100 percent confident in their decisions and know that the product they select will fit their exact needs and look great in their homes,” Wayfair Chief Merchandising Officer Stephen Oblak said in a statement. “Through our partnership with GE, we look forward to changing the way customers shop for appliances. From viewing items in their homes before they buy to exploring every aspect of an appliance through sharp 3D imagery to a best-in-class delivery experience, our priority is to delight our customers with cutting-edge solutions that make it easier to shop for home, from home.”

“Wayfair has invested in a platform that brings our products to life digitally, and we look forward to reaching new consumers with our brand and a world-class digital experience,” Lauren Whitsell, general manager of Sales, Strategies & Operations at GE Appliances, added.


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