The collaboration will begin next year, and will call for an “extensive selection of the most sought-after goods” carried by BBB, such as home, baby and wellness products. These items will be introduced in select Kroger stores and on their website to offer the ultimate omnichannel experience for consumers.
“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.”
Kroger will pilot a “shop-in-shop” department in select store locations to test out how BBB products do in their stores, with the hopes that this initiative will eventually to more brick-and-mortar footprints.
“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.”