Kohl's Corp. will begin opening Babies"R"Us stores inside its locations in August. The company plans to open 200 of these stores by the holiday season. In March, Kohl's first revealed its partnership with Babies"R"Us owner WHP Global.
The roll-out will continue through the fall, with the aim of having all shops ready for shoppers by the holiday rush.
Comprehensive Baby Shopping at Kohl's
According to CSA, Kohl's is set to enhance its in-store experience by introducing Babies"R"Us shops within its stores. These shops will offer a select range of the latest baby products, including gear, furniture, activities, and accessories.
Shoppers will find an even more comprehensive selection available online. Positioned next to the existing baby and kids' sections, these new areas aim to provide a seamless shopping experience for all baby needs.
Out of the planned 200 Kohl's locations to host these Babies"R"Us shops, significant numbers are located in New York (30), Massachusetts (25), New Jersey (13), Illinois (11), and Wisconsin (11). Texas will see ten of these installations. A detailed map is available on the company's website for those interested in specific locations.
This move follows the successful model of Kohl's partnership with Sephora, which has been implemented in over 900 stores. The Sephora sections, prominently placed at the front of the stores, offer a premium selection of beauty products across makeup, skincare, and hair care categories.
This initiative has significantly boosted beauty sales, nearly doubling them year-over-year in the second quarter of 2023.
According to Kohl's, this strategy retains existing customers and attracts new ones who visit more frequently.
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Babies"R"Us Returns to Kohl's Stores
After filing for Chapter 11 bankruptcy in 2017 and shutting down all its stores the following year, Babies"R"Us and its parent company, Toys"R"Us, are returning.
Some Kohl's stores will now feature the beloved baby store brand.
Kohl's CEO Tom Kingsbury highlighted the strategic move: "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. We see significant opportunity in the baby gear category, and partnering with Babies"R"Us is another example of how we find new ways to optimize our assortment and further establish Kohl's as the go-to brand for families."
Kohl's new Babies"R"Us shops will offer a curated selection of the latest baby gear, furniture, and accessories strategically located next to Kohl's existing baby and kids' apparel sections. This integration aims to provide a comprehensive shopping experience for families.
This approach is designed to better serve the needs of new and expecting parents, allowing them to shop a wide array of baby products from anywhere.
Meanwhile, the famous baby brand Babies" R"Us is gearing up for growth under WHP Global, the company that bought it, and Toys"R"Us in 2021.
They're spreading their wings internationally, with plans to expand into Mexico through a partnership with El Puerto de Liverpool. This means new Babies"R"Us stores will pop up there, starting in the second half of 2024, along with an online flagship store. More stores are also on the horizon.
Back in July 2023, Babies"R"Us made moves in the U.S. under WHP Global. They opened their first store at American Dream, a vast entertainment and retail spot in East Rutherford, New Jersey. This shows their commitment to growing and reaching more families with their products and services.
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