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Kroger unveils omnichannel partnership with Bed Bath & Beyond

Online, in-store sales pilot to get under way early next year

Russell Redman

November 2, 2021

3 Min Read
Kroger-Bed Bath & Beyond-digital marketplace.png
Plans call for home goods and baby products from Bed Bath & Beyond and its Buy Buy Baby chain to be sold via Kroger.com and in a pilot at selected Kroger Co. supermarkets starting in 2022.The Kroger Co.

Next year, The Kroger Co. plans to offer an in-store and online assortment of home, baby and wellness products from home goods chain Bed Bath & Beyond Inc.

Under the partnership, plans call for an “extensive selection of the most sought-after goods” carried by Bed Bath & Beyond to be sold via Kroger.com and in a “small-scale” pilot at selected Kroger Co. supermarkets starting in 2022. The omnichannel collaboration will include popular items — ranging from bedding and storage to baby furniture and gear — from Bed Bath & Beyond and its Buy Buy Baby store chain, including the company’s own-brands and national brands.

Kroger-Bed Bath & Beyond-online store site.jpgThe Kroger-Bed Bath & Beyond online venture will be powered by the Kroger Ship direct-to-consumer marketplace. (Photo courtesy of Kroger)

“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.”

Related:Kroger to enter Northeast with Ocado robotic warehouse

Bed Bath & Beyond and Buy Buy Baby products are slated to launch on Kroger.com by early 2022, the companies said. The e-commerce venture will be enabled by Cincinnati-based Kroger’s Ship direct-to-consumer marketplace, with a branded “shop-in-shop” department pilot in selected stores to follow.

“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.”

Based in Union, N.J., Bed Bath & Beyond Inc. as of Feb. 27 had a total of 1,020 stores, including 834 Bed Bath & Beyond stores in all 50 states, the District of Columbia, Puerto Rico and Canada, as well as 132 Buy Buy Baby stores and 54 stores under the names Harmon, Harmon Face Values or Face Values. The company has refocused on transforming into an ominchannel retailer, and in mid-2020 it announced plans to shut 200 stores over the next two years.

Related:Instacart, Shipt team up with Bed Bath & Beyond for same-day delivery

“Our collaboration with an exceptional retailer like Kroger underscores Bed Bath & Beyond’s authority in the home and baby categories,” stated Bed Bath & Beyond President and CEO Mark Tritton, a former chief merchant at Target Corp. “Today's announcement is a key milestone, bringing Bed Bath & Beyond and Buy Buy Baby products to reach more customers than ever before. Our product assortment combined with Kroger’s customer base will present extensive opportunities for current and future customers.”

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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