Kohl’s opening in-store Babies”R”Us shops in 33 states; releases map with locations
Kohl's Corp. will start the rollout of in-store Babies"R"Us shops in August.
The department store retailer said it the openings will continue opening through fall, with all 200 shops open in time for the holidays. Kohl’s first announced the partnership with Babies"R"Us owner WHP Global in March.
The Babies“R”Us at Kohl’s shop will feature a curated assortment of the latest baby gear, furniture, activity, accessories and more, with an expanded assortment available online. The in-store shops will be located adjacent Kohl’s existing baby and kids' to create a comprehensive baby shopping experience, the company said.
Of the 200 Kohl’s locations on track to feature the in-store shops, 30 are located in New York, 25 are in New York, 25 are in Massachusetts, 13 are in New Jersey and 11 are in Illinois, with the same number in Kohl’s home state of Wisconsin. Ten are in Texas. To see a map detailing the exact locations, click here and then scroll down.
Kohl’s in-store partnership with Babies”R” Us comes as the retailer has had success with its Sephora in-store partnership. As of the end of 2023, the Sephora at Kohl’s fleet had reached more than 900 stores. The shops feature an curated assortment of top beauty products in makeup, skin and hair, and are located at the front of the store.
The partnership drove a total beauty sales increase of nearly 90% year-over-year in the second quarter of 2023, according to Kohl's, and the assortment is not only resonating with existing customers, but is bringing in new customers that are shopping more frequently as well.
“Evolving our assortment and bringing more relevant product to the millions of customers we serve is a core focus as we continue to deliver on Kohl’s broader growth strategy,” said Tom Kingsbury, Kohl’s CEO, when the Babies”R”Us deal was announced. “We see significant opportunity in the baby gear category, and partnering with Babies“R”Us is another example of how we are finding new ways to optimize our assortment and further establish Kohl’s as the go-to brand for families.”
Meanwhile, Babies”R”Us in pursuing a variety of growth initiatives under WHP Global, which acquired the baby brand along with Toys"R"Us in 2021. Earlier this year, WHP Global announced that, in partnership with El Puerto de Liverpool, it would expand the baby products retailer into Mexico. The initiative includes the opening of dedicated Babies"R"Us stores, with the first to open in the second half of 2024, followed by the launch of a flagship website. Additional stores will follow.
In July 2023, Babies"R"Us opened its first U.S. store under WHP, at American Dream, the massive 3 million sq.-ft.-plus entertainment and retail center in East Rutherford, N.J.