While The Good Guys already have a kitchen retail partner, US electronics giant Best Buy is now teaming up with IKEA to have the Swedish brand’s kitchen and laundry planning zones installed inside select Best Buy stores.

The pilot program will debut in 10 locations across Florida and Texas, featuring 1,000-square-foot “IKEA shop-in-shops”.

The initiative will allow customers to co-design complete rooms on the spot with help from both companies’ specialists.

It marks the first time IKEA has partnered with another US retailer to sell and plan its products in-store.

The pilot comes as both brands face cooling sales after pandemic-era peaks.

Best Buy, in particular, has experienced declining revenue for three consecutive years and is shifting its focus beyond traditional consumer electronics.

IKEA, meanwhile, has been cutting prices and investing in e-commerce after a 4% dip in currency-adjusted sales.

In addition to design services, two stores will double as free IKEA product pick-up points for online or in-store purchases.

“This partnership between IKEA and Best Buy is about making great design and functionality more accessible for the many,” said Rob Olson, chief operation officer, IKEA US.

The collaboration signals a broader trend in retail toward experiential, integrated shopping.

While currently a US initiative, the success of this pilot could pave the way for similar in-store concepts in markets such as Australia.

“With this partnership, we get to combine technology and design and show shoppers what’s truly possible in their home like never before,” said Patrick McGinnis, chief merchandising officer at Best Buy.