The article discusses how retailers are diversifying their offerings to meet end-to-end consumer needs, rather than just providing services adjacent to their retail lines. This includes brand extensions into areas such as renewable energy, real estate, and fitness. The article cites examples such as John Lewis providing building services, Ikea selling solar panels, and Hotel Chocolat building a hotel on a cocoa plantation. The article suggests that these developments are logical extensions of the retailers' existing offerings and that they make sense for the brands.
