Online giant Amazon is teaming up with online mattress retailer Tuft & Needle in a big brick-and-mortar expansion, media reports said.

The two companies are collaborating on the retail push that will feature co-branded stores around the country. The first store will open in Seattle and will feature the Amazon logo under Tuft & Needle’s logo, according to the reports.

he stores will feature Tuft & Needle products and electronics by Amazon. Thirty locations will be opened by 2020, the reports said.

"We view Amazon as the most powerful force in the future of retail, and instead of resisting it like many other brands, we are fully embracing our relationship with them," Tuft & Needle co-founder Daehee Park said in one of the stories. "If this works for Tuft & Needle, other retail categories can learn from this experiment to plug into Amazon and overtake their own incumbents."

(Source: furnituretoday.com)