Dive Brief:

• Wayfair on Thursday announced that it’s adding GE and GE Profile washers, dryers, ranges, dishwashers and refrigerators to its appliance assortment, according to a company press release.

• The new offering is ready for delivery in 25 U.S. cities with a nationwide roll-out set for early 2018, according to the release. Two-day delivery is available in most markets and customers can schedule their preferred delivery date, the company said.

• Wayfair shoppers can view GE appliances in their homes and explore 3-D imagery of all appliances through the e-retailer’s digital shopping experience, according to the company.

Dive Insight:

Wayfair's expansion into appliance sales is in part a reflection of the market share increasingly ceded by Sears as that once-formidable retail stalwart slowly shrinks from the American landscape. Even so, Sears is trying to hold on to its waning strength in the segment, with the opening of two stores dedicated to appliances in recent months amid closures numbering in the hundreds and a tie-up with Amazon to sell its Kenmore brand online.

J.C. Penney has similarly returned to appliance sales in the last couple of years, after exiting the space decades ago. Wayfair, with its state-of-the-art virtual imaging capabilities, could challenge Penney's newfound success. But while Wayfair boasts online shopping experiences, Best Buy, Amazon and Sears also offer in-home services that, as humdrum appliances like washers and dryers have become more complicated to set up, have become an integral part of sales in the market.

"When it comes to purchasing appliances, we understand that shoppers want to feel 100% 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 Steve 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 3-D 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."

For the likes of GE, the scramble to add appliance sales is a boost to the brand. "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 operations at GE Appliances, said in a statement.