This fall,
shoppers in 10 Best Buy locations in Florida and Texas will find something unexpected: a 1,000-square-foot Ikea space, complete with kitchen and laundry room displays, planning stations, and on-site
design support. The pilot marks the first time Ikea U.S. has offered products and services through another retailer — a significant shift for a brand known for its sprawling stand-alone
stores.
For Ben Sayles, Ikea U.S.’s vice president of strategic partnerships and new business innovation, the partnership is a calculated move, not a
novelty play. “We wanted to bring two iconic brands together that people know and love, and that complement each other,” he says. “Ikea is about home furnishings and design; Best Buy
is a leader in home technology. Combining those strengths lets customers see what’s possible in their home, from layout to appliances, in one place.”
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Why Best Buy — and why now?
Sayles says the decision was grounded in both reach and fit.
Ikea operates in just 26 states; Best Buy has locations in all 50. “As we look to what we hope will be a long partnership, it’s about how we can scale with a partner brand,” he says.
Cultural alignment was also a “green flag” in early talks. “Whether it’s around sustainability or putting the customer at the center, the values were there from the
start.”
Will shoppers be surprised — or jarred — by finding IKEA in Best Buy?
IKEA and Best Buy mapped out consumer overlaps before launching. “Think about when you move into a new home,” Sayles says. “What do you think
about first? When it’s me, I think, 'Where can l put the biggest TV?’” My wife is more likely to think, 'Where will we put the Christmas tree?’ The point is people have
different starting points that they build their home around.”
The partnership kicks off with kitchens — a core IKEA category — and integrates Best Buy’s major
appliance assortment. “We want to see how customers respond to planning kitchens and laundry spaces here, but also test accessibility,” Sayles says. “It’s about getting closer
to people who already love the brand and reaching those who might not make the trip to a full-size store.”
Each location will offer the same options as Ikea.com or an Ikea store:
delivery, ship-to-home for smaller items, and click-and-collect — with two sites also serving as pickup points for online orders. Half the pilot stores are near an “anchor” Ikea to
keep operations and culture aligned; the rest are far enough away to reach new shoppers.
The secret to a good brand
partnership
Sayles is quick to separate meaningful collaborations from attention-grabbing gimmicks. “The two brands have to come together and
complement each other, giving consumers something they’re really looking for — or surprising them a little bit,” he says. “It starts with accessibility, then growing the market
and growing the brand. To do that, we have to be with the right partner. It’s not just about placing an Ikea inside of Best Buy. It's about getting the two brands to partner and bring the two
sides of the home together.”
Ikea is no stranger to collaborations — from designer Virgil Abloh to fashion house Marimekko — but this is its first U.S. retail co-location.
“We’ve been very purposeful in partnerships,” Sayles says. “For us, it ties back to the growth strategy in the U.S., and it’s about driving accessibility.”
What’s next
Could Ikea expand to more Best Buy locations, or even
partner with other retailers? “It’s too early to say,” Sayles says. “We want to get these 10 right, make sure both brands are satisfied with the results, and then talk about
scalability.” With 900 Best Buy stores nationwide, the runway is there.