Shop Home Styles, a new platform backed by Fuel Ventures, uses artificial intelligence to help users find furniture and home decor items by simply uploading a photograph. The AI analyses the image by form, material, shade and finish to identify the closest matches from over 100 UK and US retailers, including Dunelm, Anthropologie, Wilko, and Marks & Spencer.
How the Platform Works
Users can upload photos from Pinterest, Instagram, personal libraries, or inspiration boards. Instead of typing generic keywords like 'green modular sofa', the AI tracks down the exact piece or a budget-friendly lookalike in seconds. The platform aggregates products from multiple stockists, allowing shoppers to browse in one place.
Founder Giedre Gabrenaite explained: "Consumers don't struggle because there aren't enough furniture options online. They struggle because finding the right one is still far too difficult. We built Shop Home Styles to close the gap between inspiration and purchase, helping people discover the products they actually want, not just the products that happen to rank highest in search results."
Testing the Tool
In a test, the tool was used to find alternatives to an Oliver Bonas Patchwork star multicolour velvet quilt bedspread retailing at £165. Uploading a Pinterest image of the bedspread returned options including the Iluka Printed Quilted Bedspread from Anthropologie (£148), the Glassette Stella Quilted Cotton Bedspread from Secret Linen (£149, on sale for £119.20), and a more affordable Catherine Lansfield Autumn Patchwork Geometric Bedspread from Dunelm (£35). It also suggested Anthropologie's Two-Way Printed Quilted Throw Blanket (£78).
Users can refine results by brand, budget, and colour scheme after uploading an image. The platform also offers browsing by category, including lighting, snuggle chairs, and bedspreads.
Limitations and Future Potential
One noted improvement would be a broader selection of affordable UK retailers, as the current mix leans towards premium brands. Suggestions for additions include Oliver Bonas, H&M Home, Dusk, Habitat, and La Redoute. Once a desired item is found, users are directed to the retailer's website to complete the purchase.
