When shoppers think "Kroger," they don't often think "convertible car seat," but they soon will. America's largest grocery chain is more than just healthy snacks and new frozen items, as it has merged with Bed Bath & Beyond and its subsidiary, buybuy BABY, to launch a whole new collection of home goods and baby products, available online.
Currently, as one of the world's largest retailers, Kroger operates supermarkets throughout 35 states. It has recently expanded its online ordering system to include same-day delivery in refrigerated trucks in more states as well as a restaurant supply business. The company continues to grow with the addition of the collaboration to reach even more shoppers for whatever they may need.
"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," Stuart Aitken, Kroger's Senior Vice President and Chief Merchant & Marketing Officer said, according to a recent news release. "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."
Bed Bath and Beyond is a popular retailer for home, baby, and wellness items, known for its "superstore" model of affordable home products available at one destination. Last year, the department store found itself struggling, making the decision to close 44 stores, according to Business Insider. The new collaboration with Kroger could be the company's reconciliation with the progression toward e-commerce.
The retailer—buybuy BABY—specializes in baby clothing, strollers, and nursery furniture, and has approximately 133 locations in the U.S. The parenthood specialty store offers customers the ability to create a personalized baby registry, which can be accessed online. Both buybuy BABY and Bed Bath and Beyond will have products available for purchase and delivery via online shopping with Kroger, which is looking to provide a "one-stop-shop" experience for its customers, according to its news release.
A shop-in-shop pilot is expected to enter select Kroger stores later this year, according to Progressive Grocer.