These are strategic pivots or evolutions that might not follow the obvious path — but open up new growth, stickiness, or differentiation.
E-commerce → Immersive commerce
At first glance, Amazon Salon sounds like a mix-up at best and a brand identity crisis at worst. Why would the world’s biggest online retailer — a tech giant known for one-click shopping, cloud computing and smart speakers — suddenly want to cut your hair? It feels weird because salons are the opposite of what Amazon is famous for: personal, slow, hands-on, and deeply human.
But if we look closer, and it starts to make more sense. The salon is actually a testing ground — less about styling and more about studying how people interact with beauty tech and products in person. It’s a real-world lab for things like augmented reality try-ons, smart mirrors and contactless payments. While you get your hair done, Amazon gets to showcase beauty products, track what catches your eye, and nudge you to order straight from the mirror.
It’s Amazon doing what Amazon does best: learning from customers, gathering data and quietly reshaping how we shop — this time, from the barber’s chair.
Community grocery → Community upliftment
Hearing that Co-op runs funeral services can catch people off guard. Isn’t that the place you pop into for milk, a meal deal and maybe some toilet roll? It feels a bit odd to imagine the same brand sorting out your weekly shop and your final send-off.
But dig a little deeper, and it actually fits. Co-op has always positioned itself as a community-focused organisation — not just a retailer. They’ve tried to be involved in everything from pharmacies to legal services, so looking after people at life’s biggest moments isn’t such a stretch. Funeralcare is just another way they support local communities, with a focus on trust, dignity and affordability.
And in a market often dominated by big chains with rising costs, Co-op offers a more personal, ethical alternative. It may seem like an unexpected move, but it ties back to their wider mission: being there for people in the community.
Auto brand → Icon brand
When Tesla launched its own brand of tequila, the internet wasn’t sure if it was a late April Fool’s joke or a marketing stunt gone wild. After all, Tesla is known for sleek electric cars, solar panels and rockets — not sipping spirits from a lightning bolt-shaped bottle.
But while it raised eyebrows, Tesla Tequila is classic Elon Musk. It started as a joke tweet, then turned into a limited-edition product that sold out almost instantly. It’s less about becoming a booze brand and more about building a cult following. The tequila was a collector’s item, a flex, a bit of fun — something that turns heads and sells out fast, just like the cars.
It also fits Tesla’s brand of disruption and lifestyle. This wasn’t about entering the alcohol market; it was about creating buzz, deepening fan loyalty and showing that even a shot of tequila can be recharged with a spark of Tesla flair.
Business rebel → Style rebel
When you think of Virgin, you probably picture planes, records, maybe even space — but wedding dresses? That’s where things get a bit unexpected. Virgin Brides, launched in the mid-90s, was Richard Branson’s attempt to shake up the bridal industry with a bold, modern twist.
At first, it seemed totally off-brand. Virgin had always been about energy, rebellion and breaking the mould — not exactly the vibe most brides were looking for. But that was the point. Branson wanted to disrupt a traditional, often overpriced market with something fresher, more fun and affordable. Virgin Brides was meant to offer stylish dresses for women who didn’t want the same old fairy tale.
In the end, it didn’t quite take off — but the idea wasn’t completely wild. It followed the Virgin playbook: take on a stuffy industry, challenge the norm, and inject some personality. It just turned out that weddings, unlike flights or records, weren’t quite ready for a revolution in red.
Tech + music → Tech + money
Sony is a name you’d usually link with music, movies, and maybe a few heated gaming marathons — not life insurance and online banking. So when people hear about Sony Life or Sony Bank, the reaction is often a confused “Wait, that Sony?”
But underneath the surprise, there’s strategy. Sony isn’t just an entertainment giant — it’s a tech and innovation company with deep roots in consumer trust. Moving into finance let them use that trust, plus their digital know-how, to offer smooth, tech-driven financial services. Sony Bank, for example, focuses on online-only banking — years ahead of the curve when it launched. Sony Life adds a personalised, data-savvy touch to financial planning, backed by the brand’s reputation for precision and design.
It might not come with surround sound or a flashy controller, but it’s Sony doing what it does best — finding smart ways to expand, backed by tech and built on trust.
Innovation lab → Imagination park
When you hear Samsung, you probably think of sleek phones, cutting-edge TVs or maybe kitchen appliances — not roller coasters, zoos and flower gardens. So discovering that Samsung owns Everland, South Korea’s biggest theme park, can definitely prompt a double take.
But the move isn’t as random as it seems. Samsung is a massive conglomerate with interests in everything from electronics to insurance. Everland started as part of its broader strategy to create a full lifestyle ecosystem — entertainment, leisure and family experiences included. It’s also a way to deepen the brand’s emotional connection with people, especially in its home country.
Running a theme park allows Samsung to showcase its innovation beyond screens, offering real-world joy powered by the same values: quality, technology and experience. It might seem like a wild detour, but in the Samsung universe, even thrill rides fit the business plan.
Scandi design → Scandi dining
At first, the idea of IKEA making plant-based meatballs might sound a bit random. Isn’t this the place you go for bookshelves, not burgers? But for anyone who’s made the pilgrimage through those maze-like showrooms, the food — especially the iconic Swedish meatballs — is part of the full IKEA experience.
So swapping in a plant-based version isn’t just a quirky add-on — it’s a smart move. IKEA has long positioned itself around sustainability and affordability, and cutting down on meat is one of the biggest ways to reduce environmental impact. The plant balls give eco-conscious customers a greener option, without losing the comfort-food charm.
In classic IKEA fashion, it’s practical, accessible and a little bit unexpected. Because when you’re building a better home, why not build a better plate too?