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Kroger, Bed Bath & Beyond partner on national e-commerce experience

Bed Bath & Beyond and buybuy Baby selections are now available on

Kroger is making it easier for customers to shop selections at Bed Bath & Beyond and buybuy Baby thanks to a collaboration between the two companies that affords customers a new e-commerce experience.

"When our customers think of food, they think of Kroger," Stuart Aitken, Kroger's senior vice president and chief merchant and marketing officer, said. "And we're more than just food. This collaboration expands our e-commerce selection, enabling our customers to send a new homeowner a beautiful cheese board and the cheese that goes with it. Or they can send new parents a stroller alongside diapers and a Home Chef meal — all in one digital transaction, saving our customers time and providing a positive shopping and gifting experience."

The multi-category omnichannel partnership, which includes some of the most sought-after items from bedding and storage to baby furniture and gear, was first announced in November 2021.

[Read more: Kroger reports strong Q4, fiscal year results]

"We are very pleased to expand our customer base through the extensive reach of Kroger, the largest grocer in the U.S.," John Hartmann, chief operating officer of Bed Bath & Beyond and president of buybuy Baby, said. "With our authoritative line of products for every room of the home, including our exclusive owned brands, and leading line of items that help welcome moms and dads to parenthood, we are excited to provide Kroger shoppers with a compelling one-stop shopping experience. We're also well underway with the planning and design of our Kroger in-store pilot program and look forward to its launch later this year."

The e-commerce venture enabled by Kroger's Ship marketplace has added several thousand items from Bed Bath & Beyond and buybuy Baby. The curated digital experience is divided into easily shoppable categories to help customers find exactly what they need quickly. Shoppers can browse among favorite items, including Bed Bath & Beyond's exclusive owned brands — Nestwell, Haven, Simply Essential, Our Table, Wild Sage, Squared Away, Studio 3B and H for Happy — as well as leading national brands.

[Read more: Kroger looking to fill 20K positions

Popular items now available on from Bed Bath & Beyond include:

  • Our Table 12-in. Preseasoned Cast Iron Skillet
  • Haven Organic Cotton Flatweave Bath Towel
  • Nestwell Washed Linen Cotton 3-Piece Full/Queen Duvet Cover Set
  • Cuisinart Power Advantage 7-Speed Hand Mixer with Storage Case
  • Nespresso by Breville Vertuo Next Classic Coffee/Espresso Maker Bundle
  • iRobot Roomba j7+ (7550) Wi-Fi Connected Self-Emptying Robot Vacuum
  • Ninja CREAMi Ice Cream Maker

Popular items now available on from buybuy BABY include:

  • SKIP*HOP Silver Lining Cloud Activity Center and Exerciser
  • Fridababy NoseFrida Electric Nasal Aspirator
  • Graco 4Ever DLX 4-in-1 Convertible Car Seat
  • Boppy Original Nursing Pillow and Positioner
  • Dr. Brown's Deluxe Bottle Warmer & Sterilizer

The companies said that a branded shop-in-shop experience piloted in select stores will follow.

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