Video footage provided by Kohl’s
MENOMONEE FALLS, Wis. – The first group of Babies “R” Us shops at Kohl’s have opened as the retailer ramps up its broader assortment to appeal to new families.
The new shops offer baby furniture, gear, activity, bath, feeding in a space that is immediately adjacent to Kohl’s existing assortment of baby apparel. The retailer will continue to BRU shops over the next few months until all 200 shops are open this fall.
The Babies“R”Us shops will range from 750 to 2,500 square feet. Kohl’s will offer an expanded Babies “R” Us assortment online as well as a Babies”R”Us at Kohl’s gift registry, which is slated to go live this fall.
Some of the leading brands shoppers will find include:
- Furniture: DaVinci, Storkcraft, Graco, Delta Children, Sealy
- Bath: Aveeno, Burt’s Bees, Frida Baby, Hello Bello, Honest, Johnson’s Baby
- Accessories: Baby Brezza, Boon, Dr. Brown’s, EZPZ, Itzy Ritzy, MAM, Munchkin, Oxo Tot, Philips Avent
Baby Gear: Baby Bjorn, Britax, Chicco, Halo, Maxi Cosi, Nanit, Safety 1st - Activity & Toys: Baby Einstein, Fisher-Price, Itzy Ritzy, Skip Hop, Lamaze
In addition, Little Co. by Lauren Conrad is also expanding to more Kohl’s stores. The captive brand includes baby and kids apparel and bedding.
As part of its push to attract expectant mothers, Kohl’s this week is introducing Motherhood as its new, exclusive in-store maternity brand. Now owned by Marquee Brands, the former Motherhood Maternity brand has been revamping its identity and forging new partnerships.
The Babies “R” Us brand is now owned by WHP Global, a brand management company that acquired a majority stake in BRU and its parent company Toys “R” Us after the latter’s 2017 bankruptcy and liquidation.