Bed Bath & Beyond teams with Kroger and continues to ‘redefine business model’

Bold moves for the Union-based home retailer. Bed Bath & Beyond Inc. on Wednesday announced a collaboration with Kroger and launched its new digital marketplace to build on the company’s existing digital platform or home and baby categories.

Kroger customers can now select the most sought-after goods for the home and baby products carried by Bed Bath & Beyond Inc. through as well as a small-scale physical store pilot at select Kroger Family of Companies stores beginning in 2022. The collaboration will include popular items – from bedding and storage to baby furniture and gear – from Bed Bath & Beyond and buybuy Baby’s assortment, including the Company’s exclusive Owned Brands as well as national brands.

Additionally, Bed Bath & Beyond announced a series of leadership changes to support these efforts.

Anu Gupta has been named chief growth officer. This newly created position will focus on internal and external growth opportunities. In her new role, Gupta will be working cross-functionally to continue managing the company’s business transformation. 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.

Rafeh Masood, the company’s current chief digital officer and 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 Mark Tritton, Bed Bath & Beyond’s president and CEO. 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.