In a new partnership with WHP Global, Kohl’s will open Babies“R”Us shops in approximately 200 stores in Fall 2024. The revived brand will bring baby gear, furniture, activity and more to Kohl’s existing children’s departments, as well as an extended assortment on Kohls.com. Shoppers can also 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,” said Tom Kingsbury, Kohl’s chief executive officer. “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.”
The Babies“R”Us shops inside Kohl’s will range from 750 square feet to 2,500 square feet of dedicated space inclusive of baby gear, activity, bath, furniture, feeding and safety products. This space will complement Kohl’s existing assortment of baby apparel which will be adjacent to the new offerings, creating a comprehensive baby shop for customers.
In addition to offering an expanded assortment of products on Kohls.com, Kohl’s will become the exclusive retailer for the Babies“R”Us at Kohl’s registry online. Kohl’s Rewards members will earn rewards on every Babies“R”Us purchase both in-store and online, as well as earn and redeem Kohl’s Cash on all merchandise, during designated Kohl’s Cash events throughout the year.
Kohl’s also continues to expand its in-store Sephora boutiques with plans to have the beauty retailer in all of its 1,100 stores by the end of 2025.
