Ikea has announced a very unusual collaboration in the United States: the furniture retailer is opening shop-in-shops in ten stores of electronics chain Best Buy. This is only the second time ever that Ikea partners with another retailer in this way.
Experiment with shop-in-shops
In a striking collaboration, Swedish furniture chain Ikea is opening ten shop-in-shops within Best Buy locations in Florida and Texas. The United States is Ikea’s second largest market, after Germany – but ahead of its home country Sweden.
