It may seem counterintuitive to suggest that big supermarkets are innovative but this is an area where size matters. That's because supermarkets can afford to experiment at a small scale to see if things work, but then have the resources to undertake large scale transformative projects. For an example of how this works, consider the tie-up between Sainsbury's and Argos. In January 2015, the (then) two companies announced that Argos was opening 10 digital-format stores, concessions, within Sainsbury's branches. "These 10 Argos stores will complement our supermarket offer, giving customers the opportunity to shop for an extended range of non-food items," noted Sainsbury's CEO Mike Coupe at the time. Clearly, things went well. Sainsbury's subsequently bought Home Retail Group, the parent company of Argos and Habitat. The supermarket is revamping stores around the country to include Argos concessions and, in September 2016, announced plans to open five Mini Habitat stores in Sainsbury's stores.