Bed, Bath & Beyond to Sell Bedsheets at Kroger Next Year

Bed, Bath & Beyond is partnering with supermarket giant Kroger to sell a curated product assortment on and in select stores beginning in 2022.
Bed, Bath & Beyond store

The strategic collaboration between the retailers brings BB&B’s home and baby products from buybuy Baby into Kroger stores, including bedding, storage, baby furniture and baby gear. BB&B’s own brand products will also be available on Kroger’s platform in addition to national brands.

“This strategic online collaboration and in-store pilot will provide Kroger shoppers easy access to essential home and baby products alongside their favorite grocery staples – continuing to fulfill our commitment of providing our customers with anything, anytime, anywhere,” said Rodney McMullen, Kroger's chairman and CEO.

The pairing is the latest example of retailers joining forces to innovate the brick-and-mortar experience. The trend takes the form of store-within-a-store concepts, such as Ulta’s partnership with Target and Sephora’s entry into Kohl’s stores. By partnering with another  retailer, stores can lure guests through the front door and get them to stick around longer. 

BB&B and Kroger’s partnership will include a small-scale  pilot at select Kroger stores next year. The collaboration will launch as an e-commerce offering, enabled by Kroger’s Ship marketplace. The shop-in-shop experience will follow.

"Our collaboration with an exceptional retailer like Kroger underscores Bed Bath & Beyond's authority in the home and baby categories," Mark Tritton, Bed Bath & Beyond's president and CEO, said in a statement. "Today's announcement is a key milestone, bringing Bed Bath & Beyond and buybuy Baby products to reach more customers than ever before. Our product assortment combined with Kroger's customer base will present extensive opportunities for current and future customers."