In what the companies are calling a “first-of-its-kind” collaboration, Ikea US is opening shop-in-shops within select Best Buy locations. At 10 stores throughout Florida and Texas, Ikea will set up 1,000-square-foot shop-in-shops, showcasing kitchen and laundry room furnishings. Ikea associates will be available to help customers plan and order their items, while Best Buy “blue shirts” will be nearby to provide assistance with the purchase of electronics that fit into their new kitchen or storage area. The partnership marks the first time Ikea products and services will be available in another US retailer, in this case a fellow big-box store and category killer. It’s also the first time Best Buy has partnered in this capacity with another major retailer, as opposed to one of its vendors or brands. So what made the two titans reach across the aisle? According to executives from both companies, it was a combination of shared values and a clear value proposition for customers, which led to a speedy implementation. Keep reading here.—AV | 
