Kroger is making select Bed Bath & Beyond products available on its website, with plans for an in-store pilot.
The grocery giant and leading home goods retailer are rolling out a multi-category e-commerce collaboration that was initially announced in November 2021. Enabled by the Kroger Ship Marketplace extended-aisle digital marketplace (with ship-to-home capability), the new venture has added several thousand items from Bed Bath & Beyond and buybuy Baby to Kroger’s online assortment.
The curated digital experience is divided into shoppable categories that include both Bed Bath & Beyond’s owned brands, as well as national brands. Kroger and Bed Bath & Beyond are also planning to pilot a branded shop-in-shop experience featuring curated products from Bed Bath & Beyond and buybuy Baby.
“When our customers think of food, they think of Kroger,” said Stuart Aitken, Kroger Senior VP and Chief Merchant & Marketing Officer. “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.”
