Kohl’s, an American department store retail chain, has joined a new partnership with WHP Global – the owner of Babies ‘R’ Us brand. Kohl’s strives to broaden its reach with younger customers and will bring baby gear, furniture, and more to millions of families across the country.
Tom Kingsbury, Kohl’s CEO, said the company is evolving its assortment and bringing more relevant product to the customers it serves. “We see significant opportunity in the baby and gear category.” Kingsbury said partnering with Babies ‘R’ Us is another example of how Kohl’s is finding new ways to optimize assortment and establish the company as the go-to brand for families.
“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 said 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. It highlighted that the 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.
Furthermore, Kohl’s will become the exclusive retailer for the Babies ‘R’ Us at Kohl’s registry online. It will bring a wide range of baby gifting options to families and friends across the country.
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