Babies R Us is coming to about 200 Kohl’s stores | CNBC
Kohl’s is making a strategic move to boost its appeal and sales by partnering with WHP Global, the owner of Babies R Us, to introduce baby gear and furniture in about 200 of its stores nationwide. This collaboration, announced on Tuesday, is part of Kohl’s efforts to revitalize its brand and attract a younger customer base.
WHP Global, known for managing brands like Bonobos and Anne Klein, will help Kohl’s set up Babies R Us shops ranging from 750 to 2,500 square feet. These shops, launching in August and expanding in the fall, will be located adjacent to Kohl’s existing baby merchandise, which includes products from Graco, Carter’s, and Fisher-Price. Additionally, Kohl’s plans to enhance its online baby product assortment and launch a baby registry, as revealed by new CEO Tom Kingsbury during an earnings call.
Kingsbury, who succeeded former CEO Michelle Gass after her move to Levi Strauss, aims to rejuvenate Kohl’s by diversifying its merchandise mix. This strategy is seen as a response to declining sales and the challenge of attracting more customers. The introduction of Babies R Us shops is a step towards filling the gap left by the closure of other specialty baby retailers like Buy Buy Baby and the original Babies R Us stores.
Kohl’s has also partnered with Sephora to open beauty shops within its stores, mirroring WHP Global’s similar arrangement with Macy’s for Toys R Us shops. Despite these initiatives, Kohl’s reported a 1.1% decline in net sales and a 4.3% drop in comparable sales in its holiday-quarter earnings. The company has set conservative expectations for the upcoming year, projecting a slight decrease or increase in net sales and a potential drop in earnings per share from the previous fiscal year……….
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Rising Dough
In the context of Kohl’s new partnership with Babies R Us and its collaboration with Sephora, how can strategic brand partnerships influence a retailer’s market position and customer appeal, especially in a competitive and evolving retail landscape?
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