Bed Bath & Beyond collaboration with Kroger goes live

Union, NJ – Now online and headed for in-store testing, Bed Bath & Beyond’s partnership with Kroger is officially underground.

The selection of products from Bed Bath & Beyond includes bedding, bath, kitchen and dining, cookware, appliances and storage. The assortment also includes a range from products such as furniture and baby gear from Bed Bath’s buybuy Baby nameplate.

“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,” said Stuart Aitken, Kroger’s senior VP and chief merchant & marketing officer.

The e-commerce venture enabled by Kroger’s Ship marketplace has added several thousand items from Bed Bath & Beyond and buybuy Baby. The multi-category omnichannel collaboration includes national brands from the home furnishings retailer’s assortment as well as was products from its private label collections, including Nestwell, Haven, Simply Essential, Our Table, Wild Sage, Squared Away, Studio 3B and H for Happy.

“We are very pleased to expand our customer base through the extensive reach of Kroger, the largest grocer in the US,” said John Hartmann, chief operating officer of Bed Bath & Beyond Inc. and president of buybuy BABY.

The collaboration, which first announced last November, will include an in-store pilot program. Hartmann said planning and design is underway. The shop-in-shop concept is expected to launch later this year.

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