This is an interesting move by IKEA - by partnering with TaskRabbit it has effectively acquired a wider installation capability without having any brand association, and all thanks to the 'gig' economy.

The acquisition allows a company whose growth has been driven by a cost-conscious consumer base to capitalise on their changing requirements; whilst still value-sensitive, consumers, particularly millennials, increasingly prioritise time over cost.

Where could this kind of 'quasi-vertical integration' go? Toyota to acquire Uber (a statement by Uber suggests that 40% of its vehicles are Priuses)? McDonald's to acquire Deliveroo?

Watch this space...