Kohl’s, the popular retail chain, has announced a partnership with brand management firm WHP Global to bring Babies R Us products to approximately 200 of its stores across the United States. This move comes as Kohl’s seeks to attract more customers and turn around declining sales. The first Babies R Us shops are set to open in August, with more stores being added in the fall. These dedicated baby sections will range from 750 to 2,500 square feet and will offer a wider range of brands and merchandise in addition to the baby products already available at Kohl’s.
The expansion of the baby category is part of Kohl’s strategy to appeal to younger customers and provide a more relevant mix of merchandise. The company’s CEO, Tom Kingsbury, stated that it fills a need in the market, as several well-known specialty retailers for baby gear, such as Babies R Us and Buy Buy Baby, have closed their doors. By partnering with WHP Global, Kohl’s aims to fill this gap and provide customers with a comprehensive selection of baby products.
In addition to the physical stores, Kohl’s plans to enhance its online presence in the baby category. Customers can expect to see an expanded assortment of baby products on Kohl’s website, as well as the launch of a baby registry. These digital offerings will further strengthen Kohl’s position in the baby market and provide customers with convenient options for shopping for their little ones.
This announcement comes as Kohl’s reported its holiday-quarter earnings results. While the retailer exceeded Wall Street’s expectations for earnings and revenue, its net sales declined by 1.1%, and comparable sales dropped by 4.3%. To combat this decline, Kohl’s has been implementing various strategies, such as expanding its assortment of pet merchandise and home decor and partnering with Sephora to bring beauty shops inside its stores. The addition of Babies R Us shops is another step in Kohl’s turnaround plan to drive sales and attract more customers.
Investors have been closely watching Kohl’s performance, with the company’s shares falling about 5% so far this year. However, the partnership with WHP Global and the expansion into the baby category could provide a much-needed boost for the retailer. By diversifying its offerings and catering to the needs of younger customers, Kohl’s aims to regain its competitive edge in the retail market.
Overall, Kohl’s collaboration with WHP Global to bring Babies R Us products to its stores is an exciting development for both the company and customers. This expansion of the baby category demonstrates Kohl’s commitment to providing a diverse range of products and attracting a younger demographic. With the addition of Babies R Us shops and an enhanced online presence, Kohl’s is positioning itself for growth and success in the retail industry.
