CITY Furniture has built its business on three clear values: style, value, and customer experience. The Florida-based company got its start in the 1970s as Waterbed City. Since then, it has grown into a top home furnishings retailer with 24 showrooms and a strong e-commerce business. The team is always looking for new ways to better serve customers in-store and online.
As shopping habits changed, CITY saw an opportunity to rethink how it supported customers on its website. People were still looking for beautiful furniture at a good price, but now they also wanted to understand how those pieces would fit into their homes. The company knew better visuals would help, but they didn’t want to only show products. They wanted to create experiences.
Early 3D experiments helped shape the path forward
CITY began exploring 3D technology by testing different tools. Some were built in-house. Others came from outside vendors. Each tool added value on its own, but together, they created challenges. The systems didn’t work well together. Content had to be duplicated. And customers had to jump from one tool to another to get what they needed.
It also slowed down the team. Every change or update required extra work. As the catalog grew, so did the time and effort required to maintain the 3D experience.
CITY realized that they needed a better approach if they wanted 3D to be a core part of the customer journey. One that could scale. One that made things easier for both teams and shoppers.
Choosing one platform simplified everything.
The company made a key decision: instead of managing multiple tools and vendors, they would look for one long-term partner who could do it all. They chose 3D Cloud.
With 3D Cloud, CITY integrated all of its 3D tools into one system. The platform now powers Room Planner, 360 Spins, WebAR, product configurators, and modular configurators. Each tool runs from a shared set of 3D models, which means CITY builds a product once and uses it across many different customer experiences.
This change made a big difference. The team no longer had to maintain separate systems, so they could move faster and focus more on the customer.
The experience feels more connected
The 3D Room Planner has become a favorite for both customers and designers. It allows people to build out real spaces and try different layouts before making a purchase.
In one case, a customer was unsure whether to buy a sofa or a sectional. Using the planner, a designer recreated her living room, placed the sectional into the layout, and showed her exactly how it would look. That was all the customer needed to make her decision, and she completed the purchase right away.
These kinds of moments help customers feel confident and excited about their choices.
Scaling content is easier with a single partner
Behind the scenes, CITY has built an in-house team to manage its 3D content. They now add about 250 products a week to the platform. Because all the tools are connected, every new model can be used across multiple apps. The work scales easily and supports the full customer journey.
This system also supports better collaboration between departments. The eCommerce, marketing, and showroom teams all work with the same set of tools and content.
A simple solution that reflects CITY’s values
CITY Furniture didn’t choose 3D technology to follow a trend. They chose it because it helps them do what they’ve always done- offer stylish furniture, deliver real value, and create a great experience for every customer.
By bringing all their 3D tools under one roof, CITY has made the digital shopping journey feel as thoughtful and personal as the in-store one. It’s a smart decision that supports their mission and helps them grow with purpose.
