Grocery retailer, Kroger, and Bed Bath & Beyond, an omnichannel retailer for home, baby and wellness products, have announced a strategic collaboration to directly offer Kroger customers a selection of goods for the home and baby products carried by Bed Bath & Beyond through Kroger.com as well as a small-scale physical store pilot at select Kroger Family of Companies stores beginning in 2022. 

"Kroger is a leader in fresh food and innovation," says Rodney McMullen, chairman and chief executive officer, Kroger. "Every day, we look for new and differentiated ways and experiences to meet our customers evolving needs and elevate and celebrate the moments that matter most to our customers. As an illustration, Bed Bath & Beyond has a compelling portfolio of products that complement the items our customers already love to shop. This strategic online collaboration and in-store pilot will provide Kroger shoppers easy access to essential home and baby products alongside their favorite grocery staples – continuing to fulfill our commitment of providing our customers with anything, anytime, anywhere."  

The multi-category collaboration will include bedding, storage and baby furniture and gear from Bed Bath & Beyond and a buybuy Baby assortment, including the company's exclusive owned brands as well as national brands. 

"Many of life's special moments revolve around a meal," says Stuart Aitken, senior vice president and chief merchant and marketing officer, Kroger. "This collaboration will bring Bed Bath & Beyond as well as buybuy Baby products to our e-commerce and in-store experiences, expanding the ways we can help celebrate those first homes, moves to college, growing families and more. Now, when visiting a family member's new home, loved ones can surprise them with a meal and a new set of dishes to serve it on in one convenient shopping experience." 

Bed Bath & Beyond and buybuy Baby products will launch on Kroger.com by early 2022. A branded shop-in-shop experience pilot will follow in select stores. 

"Our collaboration with an exceptional retailer like Kroger underscores Bed Bath & Beyond's authority in the home and baby categories," says Mark Tritton, president and chief executive officer, Bed Bath & Beyond. “Today's announcement is a key milestone, bringing Bed Bath & Beyond and buybuy Baby products to reach more customers than ever before. Our product assortment combined with Kroger’s customer base will present extensive opportunities for current and future customers.”