Bed Bath & Beyond owned brand items head to Kroger

In a major partnership, the home retailer will bring home and baby goods to Kroger's Marketplace website, along with a physical pilot store coming soon.
Zachary Russell
Associate Editor
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Bed Bath & Beyond is working with a major grocery chain to expand its own brand reach ahead of the holiday season. 

The home retailer and Kroger, America’s largest grocery retailer, are collaborating to bring Bed Bath & Beyond items in the baby and home category, along with buybuy Baby products, via Kroger Ship, the grocer's online marketplace, with plans for a small-scale physical store pilot program coming early next year.

The move is the latest of several that Bed Bath & Beyond has made this year. In the past two months, Bed Bath & Beyond became the first home goods chain on DoorDash and launched a new home decor line, Studio 3B.

“Kroger is a leader in fresh food and innovation," said Rodney McMullen, Kroger's chairman and CEO. "Every day, we look for new and differentiated ways and experiences to meet our customers evolving needs and elevate and celebrate the moments that matter most to our customers. As an illustration, Bed Bath & Beyond has a compelling portfolio of products that complement the items our customers already love to shop. 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."

The multi-category omnichannel collaboration will include popular items including bedding, storage and baby furniture and gear from Bed Bath & Beyond and the buybuy Baby assortment. The selection will include the company's exclusive owned brands as well as national brands.

a group of people standing next to a toy

"Our collaboration with an exceptional retailer like Kroger underscores Bed Bath & Beyond's authority in the home and baby categories," said Mark Tritton, Bed Bath & Beyond's President and CEO. "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."

In addition to the partnership with Kroger, Bed Bath & Beyond is preparing for a busy holiday season despite ongoing supply chain and inflation challenges.

"We know that this year people are looking forward to once again welcoming guests and celebrating with friends and family," said Rafeh Masood, Bed Bath & Beyond chief customer officer. "And because home is at the heart of the holidays, we want to make creating those special moments as easy and enjoyable as possible at Bed Bath & Beyond. Whether shopping in-store, online or through our mobile app, we provide our customers with inspiration, convenience and the best assortment and deals on every item across their shopping and gifting lists." 

Bed Bath & Beyond is touting its improved mobile app to make online shopping more convenient, along with the expansion of its Scan and Buy feature, allowing shoppers to skip the checkout line.

Bed Bath & Beyond makes purchasing convenient with a range of payment options. Afterpay, Klarna and PayPal's Pay in 4 enable shoppers to shop now and pay for their purchase over four easy installments. With the Bed Bath & Beyond credit card, shoppers get 5% back in rewards for every $1 spent at Bed Bath & Beyond and its family of brands.

Now through Dec. 31, Bed Bath & Beyond is offering a free trial for anyone who enrolls in the Beyond+ loyalty program. New and existing members can enjoy free perks through Jan. 31, 2022.