The Kroger Co. and Bed Bath & Beyond Inc. have launched a multi-category ecommerce platform.
"When our customers think of food, they think of Kroger," said Stuart Aitken, Kroger's senior vice president and chief merchant and marketing officer, in a statement. "And we're more than just food. This collaboration expands our ecommerce 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.
"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," said John Hartmann, COO of Bed Bath & Beyond and president of buybuy BABY, in a statement. "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 ecommerce 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 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 3BT, and H for Happy, as well as leading national brands.
A branded shop-in-shop experience pilot in select stores will follow.
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