Kohl's wants to cater more to young families and give them another reason to visit its stores through the Babies R Us shops.
The company is also bulking up other parts of its assortment, such as expanding home decor, introducing a maternity line and adding more impulse items.
Yet U.S. demographics aren't tipped in Kohl's favor. Births in the U.S. totaled 3.59 million last year, according to provisional data from the U.S. National Center for Health Statistics. That's the lowest number of births in more than 40 years. Jones said more merchandise is on the way for expecting families, too, including baby apparel from Nike. It is introducing maternity clothing from Motherhood, a direct-to-consumer brand, which will be exclusive to Kohl's stores.
Dana Telsey, CEO and chief research officer of Telsey Advisory Group. She said it needs to sharpen its merchandise to grab the attention of new and existing customers. Baby gear sales totaled $7.5 billion for the 12-month period that ended in May, up 4% from the same time period in 2020, according to Circana, a market research firm that tracks the space. It includes a wide range of items like car seats, strollers, bottles, bassinets, high chairs, cribs and breast feeding systems.
Plus, new parents have more retailers and brands to choose from and new ways of registering for baby items. Big-box chainslaunched its own baby registry in late April. And universal registries, such as Zola and Babylist, have gained popularity by allowing customers to choose items across retailers' and brands' websites.
As it relaunches Babies R Us, Kohl's will test whether the brand has remained relevant or grown stale.
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