Kohl’s Teams Up with Babies R Us to Bring Baby Gear to Its Stores
Kohl’s recently announced that it has partnered with the owner of Babies R Us to offer baby gear, furniture, and more in approximately 200 of its stores across the country. The retailer struck a licensing deal with WHP Global, a brand management firm known for its portfolio that includes Bonobos, Joe’s Jeans, and Anne Klein. The collaboration will see the launch of Babies R Us shops within Kohl’s stores, with the first shops set to open in August and expand to more locations in the fall.
The new Babies R Us shops within Kohl’s will range from 750 to 2,500 square feet and will offer an expanded selection of brands and merchandise in the baby category. This move is part of Kohl’s strategy to attract a younger customer base and offer a more relevant mix of merchandise. The retailer also plans to launch a baby registry on its website to cater to customers’ needs.
Kohl’s CEO, Tom Kingsbury, highlighted the importance of the expanded baby category in driving growth for the company. With well-known specialty retailers for baby gear such as Babies R Us and Buy Buy Baby closing their doors in recent years, there is a significant gap in the market that Kohl’s aims to fill with its new partnership.
In addition to the collaboration with Babies R Us, Kohl’s has also teamed up with Sephora to bring beauty shops into hundreds of its stores. The retailer’s latest move comes as it reported its holiday-quarter earnings, where it exceeded Wall Street’s expectations for earnings and revenue. While Kohl’s net sales declined slightly, the company remains optimistic about its future prospects.
Overall, the partnership with Babies R Us and the focus on expanding its baby category signal Kohl’s commitment to innovation and growth in the competitive retail landscape. By offering customers a wider selection of products and creating unique shopping experiences, Kohl’s aims to position itself as a destination for all their needs.
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