Kroger, Bed, Bath & Beyond Partner in E-Commerce

Kroger and Bed, Bath & Beyond have launched a new e-commerce experience to expand the home and baby offerings at Kroger.
kroger bed bath & beyond

The two retailers previously announced their partnership in November 2021, with Kroger taking on some Bed, Bath & Beyond products in its stores. Kroger would sell a curated product assortment on and in select stores beginning in 2022. The collaboration brings together the largest grocery retailer in the U.S. with a large omnichannel retailer for home, baby and wellness products.

“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,” Stuart Aitken, Kroger's senior vice president and chief merchant & marketing officer, said in a statement. “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."

Executive Summary

Kroger and Bed, Bath & Beyond’s collaboration is part of an ongoing retail trend across the industry. Several major retailers are joining forces to create in-store shops and offer a cross-assortment of products to allow consumers an all-in-one shopping experience. Lowe’s recently partnered with Petco to launch a new store concept that combines home improvement and pet supplies in a few locations. With people spending more time at home since the onset of the pandemic, consumers are more eager to make fewer shopping trips and head to retailers that can offer a wider assortment for all their needs. 

Kroger and Bed, Bath & Beyond have expanded their e-commerce partnership, adding several thousand items from Bed Bath & Beyond and buybuy BABY, enabled by Kroger’s Ship marketplace. Shoppers can browse Bed Bath & Beyond's exclusive Owned Brands – Nestwell, Haven, Simply Essential, Our Table, Wild Sage, Squared Away, Studio 3B and H for Happy — and national brands. Some of the most popular items from Bed, Bath & Beyond include a cast iron skillet, bath towels, duvet cover sets, hand mixer and coffee maker.

exec summary

While the expansion is online, a branded shop-in-shop experience will be piloted in select stores, according to Kroger. 

"We are very pleased to expand our customer base through the extensive reach of Kroger, the largest grocer in the U.S.," John Hartmann, COO of Bed Bath & Beyond and president of buybuy BABY, said in a press release. "We're also well underway with the planning and design of our Kroger in-store pilot program and look forward to its launch later this year."

The news comes just a day after Kroger launched a new restaurant supply division in Dallas. Kroger Restaurant Supply, which is exclusive to the greater Dallas area, brings a fresh assortment to local businesses. According to Kroger, its new division offers an alternative to ordering in large quantities that have variable pricing and require deliveries on a set schedule. Regional restaurants, bakeries and catering companies can use the new service, which offers free next-day delivery on all orders of $250 or more. Businesses can get their next-day deliveries if they order by midnight, seven days a week.