Bed Bath & Beyond e-marketplace goes live on Kroger.com

Following up on a partnership unveiled last fall, The Kroger Co. and home goods retailer Bed Bath & Beyond have launched an online marketplace.

Cincinnati-based Kroger said Wednesday that the Bed Bath & Beyond e-commerce site and Buy Buy Baby marketplace are now live on Kroger.com. Several thousand items are available, ranging from bedding and storage to baby furniture and gear from Bed Bath & Beyond and its Buy Buy Baby store chain.

The curated assortment is grouped into “easily shoppable” categories to help customers quickly find what they want, according to Kroger. Shoppers can browse among favorite items, including Bed Bath & Beyond own brands such as Nestwell, Haven, Simply Essential, Our Table, Wild Sage, Squared Away, Studio 3B and H for Happy as well as products from national brands.

The curated assortments on the Bed Bath & Beyond and Buy Buy Baby sites are grouped into 'easily shoppable' categories to help customers quickly find items, Kroger said.

Stuart Aitken, senior vice president and chief merchant and marketing officer at Kroger, noted that the new e-commerce site allows customers to combine Kroger grocery, Bed Bath & Beyond home products and Buy Buy Baby baby care items in one order.

“We’re more than just food,” Aitken said in a statement. "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."

Related:Kroger unveils omnichannel partnership with Bed Bath & Beyond

In announcing the collaboration last November, Kroger said plans called for the launch of an online and in-store assortment of home, baby and wellness products from Bed Bath & Beyond and sister banner Buy Buy Baby. The supermarket giant reported that a pilot of a “branded, shop-in-shop experience” at selected stores is upcoming but didn’t give a timetable. The Bed Bath & Beyond site is powered by Kroger’s Ship direct-to-consumer marketplace.

“We are very pleased to expand our customer base through the extensive reach of Kroger, the largest grocer in the U.S.,” stated John Hartmann, chief operating officer of Union, N.J.-based Bed Bath & Beyond Inc. and president of Buy Buy Baby. “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 under way with the planning and design of our Kroger in-store pilot program and look forward to its launch later this year.”

Related:Kroger to launch digital marketplace this fall

Popular Bed Bath & Beyond items now being sold through kroger.com include the Our Table 12-inch Preseasoned Cast Iron Skillet, Haven Organic Cotton Flatweave Bath Towel, Nestwell Washed Linen Cotton 3-Piece Full/Queen Duvet Cover Set, Cuisinart Power Advantage 7-Speed Hand Mixer with Storage Case, Nespresso by Breville Vertuo Next Classic Coffee/Espresso Maker Bundle, iRobot Roomba j7 (7550) Wi-Fi Connected Self-Emptying Robot Vacuum and Ninja CREAMi Ice Cream Maker, according to Kroger. The company said popular Buy Buy Baby offerings available via the site include the SKIP*HOP Silver Lining Cloud Activity Center and Exerciser, Fridababy NoseFrida Electric Nasal Aspirator, Graco 4Ever DLX 4-in-1 Convertible Car Seat, Boppy Original Nursing Pillow and Positioner, and Dr. Brown’s Deluxe Bottle Warmer & Sterilizer.