Babies R Us Is Making a Comeback in Kohl's Stores

Parents will soon have another place to shop for baby gear and furniture - inside Kohl's department stores. The retailer announced a partnership to bring dedicated Babies R Us sections to over 200 of its locations by Fall 2024.

The new Babies R Us shops, ranging from 750 to 2,500 square feet, will offer a wide assortment of baby products like furniture, strollers, car seats, feeding supplies, and more. They'll complement Kohl's existing baby clothing and accessories from brands like Carter's and Fisher-Price.

Kohl's struck this licensing deal with WHP Global, the current owner of the Babies R Us brand. WHP acquired both Babies R Us and the former Toys R Us chains after the toy retailer's 2018 bankruptcy and closure of all its stores.

For Kohl's, the partnership allows it to attract younger shoppers and new customers as it aims to boost declining sales. The dedicated baby sections create "a comprehensive baby shop" within Kohl's stores, according to the retailer.

Kohl's new CEO Tom Kingsbury said the expanded baby category aligns with the company's strategy "to get younger customers into our stores" with "a more relevant mix of merchandise." He noted the move fills a need after the closures of major baby gear retailers like Babies R Us and Buy Buy Baby.

In addition to the in-store shops, Kohl's will launch an online baby product assortment and registry on Kohls.com this fall. The overall Babies R Us integration introduces "more new customers to Kohl's, including younger customers who will be choosing Kohl's for the first time," the company stated.