Menomonee Falls, Wis. – Now in the process of rolling out Babies “R” Us shop-in-shops in 200 of its stores, Kohl’s has extended the collaboration into the digital realm.
The co-branding partnership is one of 5 initiatives Kohl’s is betting on to drive another $2 billion in sales over time.
The retailer this week launched the Babies “R”Us at Kohl’s Baby Registry. Available on Kohls.com and in the Kohl’s app, the registry allows shoppers select from a wide array of baby brands in the BRU assortment along with products across Kohl’s broader assortment.
Products purchased through the registry can be shipped to the baby registry’s creator, shipped to a chosen home address or picked up in-store. Shoppers can also purchase items in-store and have items checked off a Baby Registry when they present a unique QR code at checkout.
Kohl’s began opening in-store Babies “R” Us shops in early August. The shops range from 750- to 2,500 sq. ft. and feature baby gear, activity, bath, furniture, feeding and safety products.