Kroger to Expand Home and Baby Offerings

The Kroger Co. and Bed Bath & Beyond Inc. have formed a strategic collaboration to directly offer the grocer’s customers an extensive selection of home goods and baby products carried by Bed Bath & Beyond through Kroger.com as well as in a small-scale physical store pilot at select Kroger Co. stores beginning in 2022.

“Kroger is a leader in fresh food and innovation,” said Rodney McMullen, Kroger’s chairman and CEO, in a statement. “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. 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.”

The multicategory omnichannel collaboration will include popular items—from bedding and storage to baby furniture and gear—from Bed Bath & Beyond and the Bed Bath & Beyond-owned buybuy Baby’s assortment, including the company’s exclusive owned brands as well as national brands.

“Many of life’s special moments revolve around a meal,” said Stuart Aitken, Kroger’s SVP and chief merchant and marketing officer. “This collaboration will bring Bed Bath & Beyond as well as buybuy 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. 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.” 

Bed Bath & Beyond and buybuy Baby products will launch on the Kroger website by early 2022. The e-commerce venture will be enabled by Kroger's Ship marketplace. A branded shop-in-shop experience—not unlike Target's partnership with Ulta Beauty and Hy-Vee's with DSW—will follow as a pilot project in select stores, according to the company.

“Our collaboration with an exceptional retailer like Kroger underscores Bed Bath & Beyond’s authority in the home and baby categories,” said Bed Bath & Beyond President and CEO Mark Tritton. “Today’s announcement is a key milestone, bringing Bed Bath & Beyond and buybuy 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.”