Bed Bath & Beyond partners with Kroger on digital and in-store pilot program


UNION, N.J.—Bed Bath & Beyond is expanding its digital platform through a new collaboration with the supermarket giant Kroger in a deal that was announced by both companies this afternoon.

Under the new partnership, a curated assortment of home and baby products from Bed Bath & Beyond and its sister company, buybuy Baby, will be available on Kroger’s website, in addition to a small-scale physical store pilot at select Kroger Family of Companies stores beginning in 2022.

A few days ago, Bed Bath & Beyond announced a partnership with Uber and Uber Eats, and in September partnered with Doordash, the food delivery service.

“Many of life’s special moments revolve around a meal,” said Stuart Aitken, Kroger’s senior vice president and chief merchant and marketing officer. “This collaboration will bring Bed Bath & Beyond as well as buybuy Baby products to our e-commerce and in-store experiences, expanding the ways we can help celebrate those first homes, moves to college, growing families and more. Now, when visiting a family member’s new home, loved ones can surprise them with a meal and a new set of dishes to serve it on in one convenient shopping experience.”

Bed Bath & Beyond also announced that it is reorganizing its leadership structure, in part to help support this new business model.

Anu Gupta, who has served as chief strategy and transformation officer since September 2020, has been named chief growth officer, a newly created position. In her new role, Gupta will work cross-functionally to continue managing the company’s business transformation, Bed Bath said in a release. She will be responsible for driving growth through the development and incubation of strategic partnerships and management of an increasingly expanding revenue ecosystem, while helping maintain the core business.

“As an instrumental driver of our new Kroger collaboration, Anu’s impressive background and business acumen, visionary ideas, and successful tracking of our transformation management will help lead our team into the future,” President and CEO Mark Tritton said.

Rafeh Masood, the company’s current chief digital officer & interim chief brand officer, has been named chief customer officer, also a newly created role combining his digital and brand roles.

Both appointments are effective immediately and will report to Tritton.

John Hartmann, Bed Bath & Beyond’s chief operating officer and president of buybuy Baby, will be responsible for partnership execution, in addition to his leadership across IT and supply chain.

“Many of the transformational improvements and capabilities across our digital platforms and supply chain have been a result of both Rafeh’s and John’s invaluable leadership and their new and expanded roles will lead to greater synergy between our business roadmap and customer approach,” Tritton said.  “I am thrilled to see us structuring and driving our business in bold ways through our talent, strategy and execution.”


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