HomeLane Acquires Home Decor Platform Startup Doowup

Indian online home solutions provider HomeLane.com has announced the acquisition of technology startup Doowup for an undisclosed amount. As per the terms of the acquisition, Doowup’s founding team will join HomeLane and its founder, Vivek Seetharaman, will be joining HomeLane as Chief Innovation Officer.

Doowup is a tech start-up that is defining the “future of retail” through its home decor “Shop-the-Look” experience. Its Shop-the-Look platform enables consumers to browse through and customize a host of curated designer looks in the context of their own homes. Consumers can interact with these experiences across web, mobile and virtual reality mediums. Doowup was founded in May 2014.

This acquisition, therefore, will significantly boost HomeLane’s technology play for life-like home decor visualization and will endow HomeLane with owned intellectual property rights for some of its key technology.

HomeLane in June had launched Kaleido, a virtual reality headset, which allows a customer to visualize how the final kitchen or living room set-up will look like after furnishing, and therefore helps them make and informed choice. It is present in six cities and has 200 employees. The firm had raised $4.5 million in funding from Sequoia Capital in February.

Earlier this month, Helion backed home design and decor start-up LivSpace acquired a mobile platform YoFloor, that offers a “virtual trial room” for home design decisions. In May, it had announced the acquisition of Bengaluru-based Dwll.in to lead the space. Bengaluru-based furniture retailer, Urban Ladder also launched a feature, which helps users visualize and put their entire room together before buying the furniture and decor products.