Kohl’s, WHP Global Announce Strategic Partnership for Babies’R’Us

Kohl’s has announced a new partnership with WHP Global, owner of the Babies“R”Us brand, to bring baby gear, furniture, activity and more to millions of growing families across the country, broadening the retailer’s reach with younger customers.

The first Kohl’s Babies“R”Us shops will open in August, with plans to roll out to approximately 200 stores in the fall. Customers will also be able to shop an expanded assortment of baby products on Kohls.com and take advantage of the Babies“R”Us at Kohl’s registry to build and share gift lists.

“Evolving our assortment and bringing more relevant product to the millions of customers we serve is a core focus as we continue to deliver on Kohl’s broader growth strategy,” says Tom Kingsbury, chief executive officer, Kohl’s. “We see significant opportunity in the baby gear category and partnering with Babies’R’Us is another example of how we are finding new ways to optimize our assortment and further establish Kohl’s as the go-to brand for families.”

Becoming a destination for a milestone moment introduces more families to Kohl’s other offerings, including Sephora at Kohl’s, apparel for every age and the company’s newly refreshed home department.

The Babies“R”Us shops inside Kohl’s will range from 750 to 2,500 square feet of space inclusive of baby gear, activity, bath, furniture, feeding and safety products, complementing Kohl’s existing assortment of baby apparel that will be adjacent to the new offerings, creating a comprehensive baby shop for customers. In addition to brands Kohl’s currently offers, including Graco, Chicco, Boppy, Skip Hop, Delta Children, Fisher-Price and Carter’s, the retailer will add many new family-favorite brands in the baby category.

Kohl’s will also become the exclusive retailer for the Babies“R”Us at Kohl’s registry online, bringing an array of baby gifting options to shoppers across the country.