Kohl’s announced on Tuesday a new partnership with the owner of Babies R Us, aiming to introduce baby gear, furniture, and related products to around 200 of its stores nationwide.
In collaboration with WHP Global, a brand management company boasting a diverse portfolio including Bonobos, Joe’s Jeans, and Anne Klein, Kohl’s secured a licensing deal.
While specifics of the agreement were not disclosed, the retail giant revealed plans to unveil the first Babies R Us shops in August, with further expansion slated for the fall.
These dedicated spaces will span between 750 to 2,500 square feet, enhancing Kohl’s existing baby category with additional brands and merchandise alongside its current offerings from Graco, Carter’s, and Fisher-Price.
Tom Kingsbury, Kohl’s new CEO, shared during an earnings call that customers can anticipate an augmented assortment of baby products on the company’s website later this fall, along with the launch of a baby registry.
This move reflects Kohl’s ongoing efforts to revitalize sales and attract a broader customer base, under Kingsbury’s leadership following the departure of former CEO Michelle Gass in late 2022.
Kingsbury emphasized that the expansion into the baby category aligns with Kohl’s strategy to curate a more relevant product mix, particularly aimed at engaging younger customers.
Additionally, the move fills a gap left by the closures of prominent specialty retailers for baby gear, such as Babies R Us and Buy Buy Baby.
Notably, Kohl’s has been diversifying its offerings through strategic partnerships, including one with Sephora to open beauty shops within its stores. This initiative mirrors WHP Global’s collaboration with Macy’s, which introduced Toys R Us shops in several Macy’s locations.
The announcement coincided with Kohl’s reporting of its holiday-quarter earnings, surpassing Wall Street’s expectations for earnings and revenue. However, the company experienced a slight decline in net sales and comparable sales.
Providing cautious guidance for the year ahead, Kohl’s anticipates a range of net sales from a 1% decrease to a 1% increase, with comparable sales expected to remain flat or increase by up to 2%.
Throughout the holiday season, Kohl’s showcased elements of its turnaround strategy, including expanding product assortments and leveraging partnerships like Sephora to enhance its appeal to shoppers.
Despite these efforts, Kohl’s shares have lagged behind the broader market performance so far this year, closing at $27.19 on Monday.
