Daily News
From Home Furnishing Business
Bed Bath & Beyond and Kroger Launch E-commerce Partnership
April 12,
2022 by Laurie Northington in Business Strategy, Industry 
"When our customers think of food, they think of Kroger," said Stuart Aitken, Kroger's senior vice president 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."
The multi-category omnichannel collaboration, which includes some of the most sought-after items from bedding and storage to baby furniture and gear, was first announced in November 2021.
"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, chief operating officer 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 in-store pilot program and look forward to its launch later this year."
The e-commerce venture enabled by Kroger’s Ship marketplace has added several thousand items from Bed Bath & Beyond and buybuy BABY. The curated digital experience is divided into easily shoppable categories to help customers find exactly what they need quickly. Shoppers can browse among favorite items, including Bed Bath & Beyond's exclusive Owned Brands – Nestwell, Haven, Simply Essential, Our Table, Wild Sage, Squared Away, Studio 3B and H for Happy, as well as leading national brands.
A branded shop-in-shop experience piloted in select stores will follow.