Kohl’s starts rollout of Babies"R"Us shops to 200 stores
Kohl’s has kicked off its partnership with Babies"R"Us.
The department store retailer, which announced its partnership with Babies"R"Us owner WHP Global in March, is planning to open 200 Babies"R"Us shops by the end of September. The first two locations are now open, at Kohl’s stores in Woodland Park, N.J. and Brookfield, Wis.
The Babies“R”Us shops feature a curated assortment of baby gear, furniture, activity, bath, safety, accessories and more, with a total of approximately 800 items. Kohl’s has rolled out an expanded assortment of more than 2,000 items online.
The selection, which includes weel-known brands such as Baby Bjorn, Burt’s Bees, Aveeno, Graco and Fisher-Price, is designed to complement Kohl’s existing assortment of baby apparel, which is directly adjacent to the Babies“R”Us in-store. The retailer plans to offer a Babies“R”Us at Kohl’s registry online this fall
Adjacent to the Babies“R”Us shops, Kohl’s is introducing Motherhood as its new, exclusive in-store maternity brand. The assortment includes dresses, tops, bottoms, sleepwear and intimates. (Earlier this week, Marquee Brands rolled out an updated identity for its Motherhood Maternity brand, which has been rebranded as Motherhood.)
Kohl’s said its in-store Babies“R”Us experience, which will range from 750 to 2,500 sq. ft. of dedicated space, is designed to offer shoppers the opportunity to interact with the product,
“With some of the top strollers, car seats and bassinets on display, parents can see and feel these important items to choose the gear right for their lifestyle and feel confident in their purchases,” the company stated.
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.
