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Bed Bath & Beyond Partners with Kroger for Digital and In-Store Pilot Program


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

As part of 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 physical store pilot. on a small scale in some Kroger Family of Companies stores. from 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.

“A lot of special moments in life revolve around a meal,” said Stuart Aitken, senior vice president and director of commerce and marketing at Kroger. “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, college moves, growing families and more.” . Now, when they visit a family member’s new home, loved ones can surprise them with a meal and a new set of dishes to serve in a 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 served as Director of Strategy and Transformation since September 2020, has been appointed Director of Growth, a newly created position. In her new role, Gupta will work cross-functionally to continue to manage the company’s business transformation, Bed Bath said in a statement. She will be responsible for driving growth through the development and incubation of strategic partnerships and the management of an increasingly expanding revenue ecosystem, while helping to maintain the core business.

“As a critical driver of our new collaboration with Kroger, Anu’s impressive track record and business acumen, visionary insights and successful follow-up to our transformation management will help lead our team into the future,” said said President and CEO Mark Tritton.

Rafeh Masood, current chief digital officer and interim brand director of the company, has been appointed Chief Customer Officer, also a newly created position combining his digital and brand roles.

Both appointments are effective immediately and will pay off to Tritton.

John Hartmann, COO of Bed Bath & Beyond and President of buybuy Baby, will be responsible for executing the partnership, in addition to his leadership in IT and supply chain.

“Many of the enhancements and transformational capabilities of our digital platforms and supply chain are a result of the invaluable leadership of Rafeh and John and their new expanded roles will lead to greater synergy between our business roadmap and our customer approach. Said Tritton. “I am delighted to see us boldly structure and lead our business through our talent, strategy and execution. “


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