Editorials Pals March 11, 2013 Share 1 -- Moxy sounds like a good name for a brand that aims to attract a younger generation of cost-conscious consumers with a product that is hip, stylish and cool. With a name like Moxy, we could be talking about home furnishings, clothes, electronics, even sporting goods. If you've been reading the news, you know that Moxy is the name of Marriott's latest brand, a chain of hotels in Europe to be built and owned by Ikea and operated under a franchise agreement by Norway-based Nordic Hospitality and perhaps other franchisees. Ikea has been looking for a hotel partner, and while we would not have guessed that it would find Marriott, the more we think about it, the more we think these two companies are a great fit. Marriott is in a high-touch service business, and Ikea is a mass-market retailer with an emphasis on self-service, but both of these companies excel at efficiency, at understanding what works. It will be interesting to watch how this partnership evolves. It could have serious staying power.