The department store retailer, which launched a partnership to open hundreds of Sephora-branded shops in its stores in August 2021, is now entering a similar collaboration with WHP Global, the owner of Toys’R’Us and Babies’R’Us.
Kohl’s announced the news the same day it reported mixed results for its fourth quarter amid a challenging sales environment and weak full-year guidance. Plans call for the opening of approximately 200 Babies’R’Us shops in 200 Kohl’s stores in fall 2024, with the first opening in August 2024. (WHP has a similar arrangement with Macy’s, which has opened Toys’R’Us shops across its stores nationwide.)
The Babies“R”Us in-store shops at Kohl’s will range from 750 to 2,500sq ft and sell baby gear, activity, bath, furniture, feeding and safety products. The dedicated space will be adjacent to Kohl’s existing assortment of baby apparel, which the retailer hopes will create a comprehensive baby shop for customers. The shops will also add new baby brands in addition to the existing brands Kohl’s currently offers in the category.
According to Kohl’s, the partnership will introduce more new customers to Kohl’s, including younger customers who will be choosing Kohl’s for the first time. Customers will also be able to shop an expanded assortment of baby products on Kohls.com and utilise a Babies“R”Us at Kohl’s registry to build and share gift lists.
