Lexington Home Launches COM Option for Customization

April 20, 2025  by Karen Parrish in Business Strategy, Industry   

The new web-based tool utilizes advanced AI pattern recognition technology to create seamless, photorealistic visualizations of Lexington's upholstery products draped in any fabric or material a customer desires. The feature requires no technical expertise and is accessible from any mobile device or desktop computer, making Customer's Own Material (COM) options more accessible than ever before.

"COM represents a significant and growing component of our upholstery business," said Michael Yarbrough, vice president of digital marketing for Lexington Home Brands. "This innovative technology will make custom upholstery more accessible to interior designers and consumers. It will drive growth by simplifying what has traditionally been a complex process, limiting mistakes, and lowering the barrier of entry for customization. The partnership with Intiaro has been instrumental in bringing this vision to life."

The COM feature is remarkably straightforward to use. Customers simply find a digital image of their desired fabric—or even snap a photo—click the COM button on any compatible Lexington product, and upload or drag and drop the fabric image. The AI pattern recognition technology automatically creates a seamless pattern, though users can also manually adjust the fabric positioning if desired. Users can also view fabric texture for enhanced detail. With a single click, customers can then see their item draped in photorealistic quality, ready for client review, or download a tear sheet featuring their custom creation. The tool also features Intiaro's Generative AR capabilities, allowing customers to see their custom-designed pieces in their own spaces through web-based augmented reality—all without downloading an app.

The furniture industry has seen a notable shift toward customization in recent years, with 42% of buyers now preferring companies that offer personalization options. According to recent market research, the custom home furniture market was valued at $102.3 billion in 2023 and is projected to exceed $150 billion by 2031. While COM represents a niche within the broader residential furniture sector, it caters to high-end consumers and those with specific design requirements—a segment expected to expand as customization becomes increasingly important to consumers. This group of consumers also tend to be more resilient in tough economic times when discretionary spending decreases.

Intiaro CCO and co-founder Michal Stachowski said, "COM is an important revenue stream for a number of our clients, but until now no one had properly addressed it due to the traditionally tedious visualization process that was difficult to justify in ROI terms. With our new COM feature, anyone can drape an item with any fabric in a process that takes less than 30 seconds, with no specialized skills required. 

“We're excited to see Lexington Home Brands become an early adopter of this revolutionary feature. The COM capability was something we discussed early in our partnership, recognizing it as a difficult-to-service but crucial part of Lexington's business. We're thrilled to make specifying a COM a simpler and quicker process that will allow more designers to create unique propositions for their clients while removing some of the communication challenges inherent in the process.” 

This innovation comes at a time when consumers are increasingly seeking personalized furniture options that reflect their unique styles and functional needs, a trend accelerated by the pandemic as people invested more in creating personalized home environments.