An illustration of space, symbolising infinite expansionWell me too. And on that topic, here are some thoughts on businesses expanding into different sectorsContextualising Business Strategy in the WildAs a curious cat, I have been documenting instances of seemingly “random” horizontal business growth I see around. It’s a bit of a rabbit hole, but a fascinating one. So I thought I’d share a few thoughts on the matter.Part 1: Expansions that make intuitive senseThese are the kinds of shifts that feel obvious once you see them — clear extensions of user needs, product value, or business momentum.A. Product → ExperiencesMoving from a product (that forms a tiny part of a consumer’s life) to an experience that is more memorable, distinctiveRedbull RacingHigh Energy drinks → High Energy experiences (Sports)Red Bull started Red Bull Racing to turn the energy in their cans into real, high-adrenaline experiences. They were already known for fuelling action and adventure, so owning an F1 team let them bring that spirit to life on the world stage.It’s not just about selling drinks — it’s about creating thrilling moments that reflect the brand. By diving into sport, Red Bull became more than a product — they became part of the experience.LegolandKids toys → Kids experiencesLego built theme parks to keep Lego front of mind for both kids and parents. Building loyalty and opening up new ways to grow beyond just selling bricks.They let people step into their world, not just build it at home. The parks turn play into a full experience, where families can explore, create and have fun together. It brings the brand to life in a big, hands-on way.Ferrari RestaurantHeritage cars → Heritage diningFerrari opened its restaurant to bring the brand’s rich Italian heritage from the road to the table. Known for crafting iconic cars with passion and precision, Ferrari saw an opportunity to celebrate that same legacy through food.The restaurant offers a taste of Italian tradition, style and excellence — just like their cars. It’s heritage dining that reflects the brand’s roots and gives fans a new way to connect with the Ferrari experience.B. Singular Product → Product SuiteMove beyond offering a standalone product to building an interconnected suite of products or services that solve a broader set of user needs, encourage ecosystem lock-in, and increase lifetime value.Zara HomeStylish clothes → Stylish livingZara launched Zara Home to take its sense of style beyond the wardrobe and into the home. People who loved dressing well also wanted their spaces to look and feel just as stylish.By offering elegant, affordable homeware, Zara turned fashion into a full lifestyle. It’s about more than clothes — it’s about helping customers create a stylish way of living, all with the same fast, trend-led approach the brand is known for.Brewdog SaucesCasual drinks → Casual snacks & condimentsBrewDog launched its sauces to go hand in hand with casual drinks and good times. Known for bold beers and a rebellious spirit, moving into snacks and condiments was a natural next step.It lets fans enjoy the BrewDog attitude not just in their glass, but on their plate too. From barbecues to pub nights at home, it’s all about bringing flavour, fun and the brand’s personality into everyday moments.Patagonia ProvisionsHiking gear → Hiking suppliesPatagonia created Provisions to support the same outdoor lifestyle their gear is built for. Just as they make durable clothing for people who hike, camp and explore, they saw the need for food that’s just as reliable, sustainable and ready for adventure.Provisions offers meals and snacks made for the trail, with the same care for the planet that goes into their jackets and packs. It’s a smart way to serve their community more fully and deepen their role in every part of the outdoor experience.C. Singular value → Package valueEvolve from delivering one core benefit to offering a bundled set of complementary values — enhancing perceived utility, differentiation, and justification for premium pricing.EasyHotelsAffordable flights → Affordable hotelsAfter making flying affordable with easyJet, the brand launched EasyHotel to do the same for staying overnight. Travel isn’t just about getting there — it’s about where you rest too.EasyHotel offers simple, budget-friendly rooms for people who just need a clean, comfortable place to sleep. It’s the same no-nonsense, great-value approach, now extended from the skies to the streets.D. Timed Experiences → Lived-In ExperiencesTransition from creating one-off, time-bound interactions to designing immersive, ongoing experiences that seamlessly integrate into users’ daily lives — encouraging deeper engagement and long-term loyalty.Disney Residential (Story living)Magical experiences → Magical LivingDisney created its residential communities to turn magical experiences into magical living. Instead of just visiting the magic for a day, fans can now live in places designed with Disney’s charm, care and imagination.It’s about bringing storytelling, joy and a sense of belonging into everyday life. For Disney, it’s a way to stay part of people’s lives in a deeper, more personal way — where the magic never ends at the park gates.Part 2: Offshoots that make you go.. huh?These are strategic pivots or evolutions that might not follow the obvious path — but open up new growth, stickiness, or differentiation.Amazon SalonAmazon Salon, Spitalfields market, LondonE-commerce → Immersive commerceAt 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.Co-op funeralcareCommunity grocery → Community upliftmentHearing 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.Tesla TequilaAuto brand → Icon brandWhen 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.Virgin ClothingBusiness rebel → Style rebelWhen 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.Sony Life and Sony BankTech + music → Tech + moneySony 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.Samsung EverlandInnovation lab → Imagination parkWhen 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.Ikea plant-based meatballsScandi design → Scandi diningAt 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?Part 3: So what is Expansion, really?Brand expansion isn’t just about making more stuff. It’s about stretching your brand’s meaning into new spaces — sometimes smoothly, sometimes riskily. From sauces to salons, meatballs to mortgages, expansion is how brands try to stay relevant, grow revenue and meet people in more parts of their lives.Why expand?Because even the strongest brand can’t stand still. Consumer tastes shift. Markets mature. Growth slows. Expansion is a way to keep moving — by using what you already have (like trust, recognition or a loyal fanbase) to step into something new. If people believe in your brand, they’re more likely to try what you offer next.In today’s world, brand is often more important than the product itself. It’s a shortcut for trust, quality and personality. That’s why we’ll buy a drink from a car company, sleep in a hotel from an airline, or eat meatballs at a furniture store. If the brand feels right, we give it a chance.The options availableExpansion can take different forms:Horizontal: Offering similar products in new categories (Zara → Zara Home).Vertical: Owning more of the customer journey (easyJet → EasyHotel).Lifestyle: Creating experiences, not just products (Disney Parks → Disney Living).Wildcard: Making a splash with something unexpected (Tesla Tequila, Virgin Brides).Some expansions we didn’t coverFrom Utility to Identity What starts as a useful tool can become part of how users see themselves. Think fitness apps turning into lifestyle brands, or budgeting tools evolving into empowerment movements.From Audience to Community You’re not just broadcasting to listeners — you’re enabling them to talk to each other, build relationships, and even co-create value.From Optimisation to Ritual Instead of merely making things more efficient, some brands succeed by inserting themselves into daily routines — creating rituals that feel personal and irreplaceable.From Customisation to Co-Creation Letting users tweak something is one thing. Giving them a hand in shaping what the product becomes is something else entirely.Taking the right callThe best expansions feel like a natural next chapter. They build on what the brand already stands for, speak to the same audience, and add real value. It’s not about jumping on trends — it’s about staying true to your core while finding new ways to express it.But — Yes, It Can Fail. Not every leap works. Some are too weird. Some arrive too early. Some just don’t connect. Even big names like Virgin and LVMH have had to shut down offshoots that didn’t land.Expansion is exciting — but it’s a risk. And like any good story, it only works when it makes sense for the characters involved.So before brands expand, they need to ask: Does this feel like us? If the answer’s yes — and the timing’s right — then the next chapter might just be the best one yet.Ever come across a business and thought, “Hang on… I didn’t know they did that”? was originally published in The Startup on Medium, where people are continuing the conversation by highlighting and responding to this story.