Kroger, Bed Bath & Beyond Launch National E-Commerce Experience

The Kroger Co. and Bed Bath & Beyond Inc. have launched an e-commerce experience that allows customers to shop and gift all in one transaction, the grocer said in an April 6 statement. The e-commerce venture, featuring items such as bedding, storage and baby furniture and gear from Bed Bath & Beyond and Bed Bath & Beyond-owned Buybuy Baby, will be enabled by Kroger's Ship marketplace and be divided into shoppable categories. Kroger's owned brands as well as national brands will also be featured. 

Kroger also announced that a branded shop-in-shop experience will follow as a pilot project in select stores later this year.

"When our customers think of food, they think of Kroger," said Stuart Aitken, SVP and chief merchant and marketing officer for Kroger, in a release. "And we're more than just food. This collaboration expands our e-commerce selection, enabling our customers to send a new homeowner a beautiful cheese board and the cheese that goes with it. Or they can send new parents a stroller alongside diapers and a Home Chef meal—all in one digital transaction, saving our customers time and providing a positive shopping and gifting experience."

The curated digital experience, announced last November, also allows shoppers to browse Bed Bath & Beyond's owned brands, including Nestwell, Haven, Simply Essential, Our Table, Wild Sage, Squared Away, Studio 3B and H for Happy, as well as national brands.

"We are very pleased to expand our customer base through the extensive reach of Kroger, the largest grocer in the U.S.," said John Hartmann, COO of Bed Bath & Beyond Inc. and president of Buybuy Baby, in a statement. “With our authoritative line of products for every room of the home, including our exclusive owned brands, and leading line of items that help welcome moms and dads to parenthood, we are excited to provide Kroger shoppers with a compelling one-stop shopping experience. We're also well underway with the planning and design of our Kroger in-store pilot program and look forward to its launch later this year."

The Kroger Co., which reported a record performance in fiscal 2021, also announced earlier this week that it will be launching a restaurant supply business in the Dallas area allowing commercial customers to purchase by the case or by the unit for delivery seven days a week.