US retailer Kohl's & WHP Global Partner for Babies“R”Us

13 Mar '24

3 min read

Pic: Kohl's

Insights

Kohl's, teaming up with WHP Global, plans to roll out Babies“R”Us products to 200 stores by fall 2024, bolstering its baby offerings.
This strategic alliance aims to capture a younger demographic, enhancing the shopping experience both in-store and online.
By providing a wide array of baby products, including popular brands like Graco and Fisher-Price.

Kohl’s (NYSE: KSS) today announced a new partnership with WHP Global, the owner of the Babies“R”Us brand, to bring baby gear, furniture, activity, and more to millions of growing families across the country, broadening the retailer’s reach with younger customers. The first Babies“R”Us shops will open in Kohl’s this August, with plans to roll out to approximately 200 stores in fall 2024. Customers will also be able to shop an expanded assortment of baby products on Kohls.com and take advantage of the Babies“R”Us at Kohl’s registry to easily build and share gift lists.

“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 chief executive officer. “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.”

Welcoming New Customers to Kohl’s

The new Babies“R”Us experience will introduce more new customers to Kohl’s, including younger customers who will be choosing Kohl’s for the first time. Becoming a trusted destination for a milestone moment is a natural introduction for even more families to enjoy everything Kohl’s has to offer - including Sephora at Kohl’s, apparel for every age and the company’s newly refreshed home department. Kohl’s has proudly served families for more than 60 years and sees this newest partnership as another opportunity to create new, loyal relationships with the next generation of families.

Kohl’s Will Have Everything Families Need for Their Little Ones

The Babies“R”Us shops inside Kohl's will range from 750 - 2,500 square feet of dedicated space inclusive of baby gear, activity, bath, furniture, feeding, and safety products. This space will complement Kohl’s existing assortment of baby apparel which will be adjacent to the new offerings, creating a comprehensive baby shop for customers. The shops will make it easy for customers to test and try products and stock up on everything they need for their little ones. In addition to the great brands Kohl’s currently offers including Graco, Chicco, Boppy, Skip Hop, Delta Children, Fisher-Price, and Carter’s, the retailer will add many new family-favorite brands that will make Kohl’s the destination for the baby category.

In addition to offering an expanded assortment of products on Kohls.com, Kohl’s will become the exclusive retailer for the Babies“R”Us at Kohl’s registry online, bringing a wide array of baby gifting options to family and friends across the country. Kohl’s Rewards members will earn rewards on every Babies“R”Us purchase both in-store and online, as well as earn and redeem Kohl's Cash on all merchandise, during designated Kohl's Cash events throughout the year.