Listen to this articleBabies R Us is launching a new in-store shop in Kohl’s stores across the country, including several in New Jersey.
Since the baby goods brand began opening its small stores earlier this week, Kohl’s stores in Clifton, Secaucus and Ramsey were among the first in the state to unveil the new departments.
Another location, at Kohl’s in Woodland Park, will celebrate its opening on August 23 with giveaways and product demonstrations from brands like Graco and MAM.
The festivities will take place from 10 a.m. to noon at 1710 Route 46 and include a free gift bag of baby products for the first 50 expectant parents in line. To RSVP, contact (email protected).
Ranging from 70 to 230 square metres, the areas offer a curated collection of the latest baby clothing, equipment, furniture, activities and accessories.
Customers can also find an expanded assortment of Babies R Us items online at Kohls.com. According to Kohl’s, shoppers earn rewards for every purchase at Babies R Us, both in-store and online, and can earn and redeem Kohl’s Cash on all items.
You can also use the Babies R Us registry at Kohl’s to curate and share gifts.
In May, Babies R Us announced plans to open outposts in approximately 200 Kohl’s stores across the U.S. by fall. Other Kohl’s locations in New Jersey that will soon have a Babies R Us store include:
- Hamilton Township
- Hillsborough
- Jersey City
- Mantova
- Paramus
- Tom’s River
- Turnersville
- Voorhees
- Wayne
Further details on the launch of these websites were not immediately available.
New life
The experience – which is being developed in partnership with WHP Global Management, the parent company of Babies R Us – aims to “introduce more new customers to Kohl’s.”
Kohl’s CEO Tom Kingsburg said he believes there is “significant opportunity in the baby gear category” and that “the partnership with Babies R Us is another example of how we are finding new ways to optimize our assortment and further establish Kohl’s as the brand of choice for families.”
The approach is similar to WHP’s strategy in reviving Toys R Us.
In recent years, the legendary toy retailer has opened stores in over 450 Macy’s department stores across the United States. In addition, WHP has opened two dozen small-format locations in airports and cruise ships.
The return of Toys R Us was accompanied by the opening of a 20,000-square-foot flagship store at American Dream in East Rutherford in December 2021.
The megamall also saw Babies R Us make its comeback in brick-and-mortar stores. In July 2023, the brand opened its first retail store since filing for bankruptcy and being acquired by WHP three years ago.
