Kohl's reopens Babies R Us shops in stores, aiming to boost sales with premium baby gear.

From CNBC: 2024-08-01 15:48:12

Kohl’s to open 200 Babies R Us shops in stores by the end of September, offering baby gear including strollers, car seats and cribs. The retailer aims to cater to young families and boost sales with the move. Majority of stores are located in suburban strip malls, making it convenient for parents on-the-go. Kohl’s CEO expects expanded categories, including Babies R Us, to be a $2 billion-plus sales opportunity in the coming years.

Babies R Us shops at Kohl’s feature premium baby gear such as strollers and car seats. Baby gear sales totaled $7.5 billion for the 12-month period that ended in May, up 4% from the same period in 2020. Despite a lower U.S. birth rate, parents are still spending on premium products for their children’s health and safety.

Kohl’s is testing if Babies R Us brand is relevant with the relaunch. The Brands of Babies R Us and Toys R Us are now owned by WHP Global, a brand management company. Kohl’s and WHP Global have not disclosed the financial terms of the agreement. The move comes as Kohl’s faces challenges with declining net sales and increased competition in the retail market.



Read more at CNBC: Kohl’s brings Babies R Us back to drum up more sales