It’s official: IKEA is no longer just a furniture company

I have no choice but to talk about IKEA again. In its quest to shape the future of the broader market space well beyond its own industry, the company is linking up with Adidas, Lego, Sonos and other diverse partners in order to be able to envelop you in a fully immersive customer relationship.

In essence, IKEA is forging diverse partnerships in order to expand its market footprint to 'designing lifestyles' rather than just 'designing furniture'. This type of intersectional innovation is what the most forward-thinking organizations are doing, making partial players obsolete in the process. Which camp do you fall in?

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