Kohl’s Launches 200 Babies"R"Us Stores Nationwide in Exciting New Partnership

Kohl’s has officially launched its partnership with Babies"R"Us, a collaboration first announced in March with WHP Global, the owner of Babies"R"Us. The initiative aims to introduce 200 Babies"R"Us locations within Kohl’s stores by the end of September, with the first two now operational in Woodland Park, N.J., and Brookfield, Wis.

Store Offerings and Online Expansion

The Babies"R"Us sections within Kohl’s feature a carefully selected range of baby products, including gear, furniture, activity items, bath products, safety accessories, and more, totaling around 800 items. Kohl’s has also significantly expanded its online selection, offering over 2,000 baby-related products.

Integration with Existing Assortments

The in-store Babies"R"Us offerings include well-known brands such as Baby Bjorn, Burt’s Bees, Aveeno, Graco, and Fisher-Price. This selection complements Kohl’s existing baby apparel, which is located adjacent to the Babies"R"Us sections. An online registry for Babies"R"Us at Kohl’s is also planned for this fall.

Introduction of Motherhood Maternity Brand

Alongside Babies"R"Us, Kohl’s is introducing Motherhood as its exclusive in-store maternity brand. This new assortment features dresses, tops, bottoms, sleepwear, and intimates. The Motherhood Maternity brand has recently been updated and rebranded as Motherhood by Marquee Brands. The in-store Babies"R"Us spaces, ranging from 750 to 2,500 square feet, are designed to allow customers to interact with the products directly, enhancing their shopping experience.

Success with Previous Partnerships

The launch of Babies"R"Us at Kohl’s follows the successful integration of Sephora within Kohl’s stores. As of late 2023, the Sephora at Kohl’s network had expanded to over 900 locations, featuring a curated selection of beauty products in makeup, skincare, and haircare. This partnership has led to a nearly 90% increase in beauty sales year-over-year in the second quarter of 2023, attracting both existing and new customers who are shopping more frequently.