Kobo stores are to open up in WHSmith branches across the UK.
The Japanese e-reading firm announced plans to introduce the outlets to 100 shops in Britain following a successful trial period.
WHSmith sells Kobo e-reader devices on the high street, and recently moved its e-book library under the banner. Kobo experts will now operate in its stores to provide technical support and advice to customers.
"We value our partnership with WHSmith and are excited to have dedicated, knowledgeable staff members who will educate WHSmith customers and introduce them to the benefits of Kobo", said Mike Serbinis, CEO of Kobo.
Kobo is a significant rival to Amazon and its increased presence on the high street is thought to be an attempt to bring more competition to the Kindle maker in the UK. Kobo apps are available on multiple devices, including iOS and Android, and its e-books are universal format.
The news follows Amazon's announcement that it has begun taking pre-order for the Kindle Touch in the UK.
> Asda undercuts WH Smith with Kobo e-reader offer