Kohl's Partners with Babies 'R' Us to Open Shops in 200 Stores

The partnership aims to attract younger customers and expand Kohl's product offerings, despite recent declines in sales.

Kohl's announces a partnership with Babies 'R' Us to open 750-2,500-square-foot shops inside 200 Kohl's stores and sell products online, aiming to attract younger customers.
The partnership is seen as a significant growth opportunity, leveraging the store-in-store model that has proven successful with other brands like Sephora.
Kohl's CEO Tom Kingsbury highlights the partnership as part of a broader growth strategy, focusing on expanding the retailer's assortment and relevance.
Despite the new partnership, Kohl's reported a decline in net sales and comparable sales for the fourth quarter and full year of 2023.
The store-in-store model, including similar initiatives with brands like Sephora and Petco at other retailers, continues to gain traction as a way to enhance the brick-and-mortar shopping experience.