Kroger unveils omnichannel partnership with Bed Bath & Beyond

Next year, The Kroger Co. plans to offer an in-store and online assortment of home, baby and wellness products from home goods chain Bed Bath & Beyond Inc.

Under the partnership, plans call for an “extensive selection of the most sought-after goods” carried by Bed Bath & Beyond to be sold via Kroger.com and in a “small-scale” pilot at selected Kroger Co. supermarkets starting in 2022. The omnichannel collaboration will include popular items — ranging from bedding and storage to baby furniture and gear — from Bed Bath & Beyond and its Buy Buy Baby store chain, including the company’s own-brands and national brands.

The Kroger-Bed Bath & Beyond online venture will be powered by the Kroger Ship direct-to-consumer marketplace. (Photo courtesy of Kroger)

“Kroger is a leader in fresh food and innovation. Every day, we look for new and differentiated ways and experiences to meet our customers evolving needs and elevate and celebrate the moments that matter most to our customers,” Kroger Chairman and CEO Rodney McMullen said in a statement. “As an illustration, Bed Bath & Beyond has a compelling portfolio of products that complement the items our customers already love to shop. This strategic online collaboration and in-store pilot will provide Kroger shoppers easy access to essential home and baby products alongside their favorite grocery staples, continuing to fulfill our commitment of providing our customers with anything, anytime, anywhere.”

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Bed Bath & Beyond and Buy Buy Baby products are slated to launch on Kroger.com by early 2022, the companies said. The e-commerce venture will be enabled by Cincinnati-based Kroger’s Ship direct-to-consumer marketplace, with a branded “shop-in-shop” department pilot in selected stores to follow.

“Many of life’s special moments revolve around a meal. This collaboration will bring Bed Bath & Beyond as well as Buy Buy Baby products to our e-commerce and in-store experiences, expanding the ways we can help celebrate those first homes, moves to college, growing families and more,” according to Stuart Aitken, senior vice president and chief merchant and marketing officer at Kroger. “Now, when visiting a family member’s new home, loved ones can surprise them with a meal and a new set of dishes to serve it on in one convenient shopping experience.”

Based in Union, N.J., Bed Bath & Beyond Inc. as of Feb. 27 had a total of 1,020 stores, including 834 Bed Bath & Beyond stores in all 50 states, the District of Columbia, Puerto Rico and Canada, as well as 132 Buy Buy Baby stores and 54 stores under the names Harmon, Harmon Face Values or Face Values. The company has refocused on transforming into an ominchannel retailer, and in mid-2020 it announced plans to shut 200 stores over the next two years.

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“Our collaboration with an exceptional retailer like Kroger underscores Bed Bath & Beyond’s authority in the home and baby categories,” stated Bed Bath & Beyond President and CEO Mark Tritton, a former chief merchant at Target Corp. “Today's announcement is a key milestone, bringing Bed Bath & Beyond and Buy Buy Baby products to reach more customers than ever before. Our product assortment combined with Kroger’s customer base will present extensive opportunities for current and future customers.”