US department store chain Kohl's has partnered strategically with brand management company WHP Global to introduce Babies'R'Us shops within its locations. 

The collaboration extends the company's offerings to include a wider range of baby products, from gear to furniture, catering to the needs of growing families.  

The first Babies'R'Us shops in Kohl's are set to open in August 2024 with a broader rollout planned in 200 stores by the autumn.

The dedicated shops, ranging from 750ft² to 2,500ft² in size, will offer a selection of baby essentials including furniture, baby gear, feeding, bath and safety products, complementing Kohl's current baby apparel range.  Customers can easily test and try the products.

The company also offers established brands including Boppy, Chicco, Delta Children, Graco and Skip Hop. 

In addition to offering products through its website, the company will become the exclusive Babies'R'Us retailer at its own online registry. 

The retailer’s Rewards members will earn rewards on every Babies'R'Us purchase in-store and online. 

They can also earn and redeem Kohl's Cash on all merchandise, during designated Kohl's Cash events. 

Kohl’s chief executive officer Tom Kingsbury said: “Evolving our assortment and bringing more relevant products to the millions of customers we serve is a core focus as we continue to deliver on Kohl’s broader growth strategy.  

“We see significant opportunity in the baby gear category, and partnering with Babies'R'Us is another example of how we are finding new ways to [grow our] assortment and further establish Kohl’s as the go-to brand for families.” 

In December 2023, WHP Global completed the acquisition of Netherlands-based clothing and fashion brand G-Star RAW.