The Kroger Company and Bed Bath & Beyond have announced the launch of the companies' e-commerce experience. 

"When our customers think of food, they think of Kroger," says Stuart Aitken, senior vice president and chief merchant and marketing officer, Kroger. "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 bedding and storage, as well as 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.," says John Hartmann, chief operating officer, Bed Bath & Beyond and president, 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. Shoppers can browse a variety of items, including Bed Bath & Beyond's exclusive owned brands Nestwell, Haven, Simply Essential, Our Table, Wild Sage, Squared Away, Studio 3B, H for Happy and leading national brands.  

A branded shop-in-shop experience piloted in select stores will follow.