The Swedish furniture retailer IKEA is linking up with the Chinese electronics manufacturer TCL to offer a furniture-TV named UPPLEVA. One of the central value proposition will be the disappearance of cables (or at least hiding them better) and a better integration of the TV in the furniture.
So after getting their feet wet with Electrolux and Whirlpool, IKEA now moves out of the kitchen. The challenges for UPPLEVA? Keeping up with the fast evolution of consumer electronics will most likely require a very modular approach as well as managing the partnership with TCL