Kroger is making select Bed Bath & Beyond products available on its website, with plans for an in-store pilot.
The grocery giant and leading home goods retailer are rolling out a multi-category e-commerce collaboration that was initially announced in November 2021. Enabled by the Kroger Ship Marketplace extended-aisle digital marketplace (with ship-to-home capability), the new venture has added several thousand items from Bed Bath & Beyond and buybuy Baby to Kroger’s online assortment.
The curated digital experience is divided into shoppable categories that include both Bed Bath & Beyond’s owned brands, as well as national brands. A sample of private label and national brand products available via the partnership is available here.
Kroger and Bed Bath & Beyond are also planning to pilot a branded shop-in-shop experience featuring curated products from Bed Bath & Beyond and buybuy Baby.
Bed Bath & Beyond is expanding its sales reach as it comes off a disappointing third quarter and is making deals with activist investors. Meanwhile, Kroger has been pursuing a strategy of increasing its e-commerce presence, mainly through the growth of a national “hub and spoke” network of next-generation fulfillment centers.
"When our customers think of food, they think of Kroger," said Stuart Aitken, Kroger senior VP and chief merchant & marketing officer. "And we're more than just food. 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."
"We are very pleased to expand our customer base through the extensive reach of Kroger, the largest grocer in the U.S.," said John Hartmann, COO of Bed Bath & Beyond Inc. and president of buybuy 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 underway with the planning and design of our Kroger of our Kroger in-store pilot program and look forward to its launch later this year."
Based in Cincinnati, Kroger operates 2,800 stores, including more than 100 stores in Southeast Texas and Louisiana, under a variety of banners across the U.S., including Kroger, Fred Meyer, Ralphs, Dillons, Smith's, King Soopers, Fry's, QFC, City Market, Owen's, Jay C, Pay Less, Baker's, Gerbes, Harris Teeter, Pick 'n Save, Metro Market, and Mariano's.
Bed Bath & Beyond Inc. and its subsidiaries function as an omnichannel retailer selling a wide assortment of merchandise in the home, baby, beauty and wellness markets. Additionally, the company is a partner in a joint venture which operates retail stores in Mexico under the name Bed Bath & Beyond. The company also operates e-commerce websites under several banners.