11 Wisconsin locations for first Babies 'R' Us at Kohl's revealed

Ricardo Torres, Milwaukee Journal Sentinel
A digital rendering of what a Babies"R"Us at Kohl's plans to look like.
A digital rendering of what a Babies"R"Us at Kohl's plans to look like.

As Kohl's Corp. continues to move forward with it's partnership with Babies 'R' Us, the Wisconsin locations for the collaboration have been released.

The Babies "R" Us at Kohl's stores will be at these stores:

  • Brookfield - 2325 N 124 St., Brookfield

  • Menomonee Falls - N95 W18000 Appleton Ave., Menomonee Falls

  • Oak Creek - 9035 S Howell Ave., Oak Creek

  • Racine - 5500 Washington Ave., Mount Pleasant

  • Delafield - 3105 Golf Rd., Delafield

  • La Crosse - 9404 State Road 16, Onalaska

  • Janesville - 2500 Milton Ave., Janesville

  • Madison West - 7401 W Towne Way, Madison

  • Green Bay West - 500 Bay Park Square, Ashwaubenon

  • Eau Claire - 3711 Gateway Dr., Eau Claire

  • Wausau - 3600 Rib Mountain Dr., Wausau

In March, Kohl's announced a new partnership with WHP Global, the owner of Babies 'R' Us, to bring the franchise to 200 stores by the end of the year.

The stores plan to start opening in August.

The Babies 'R' Us at Kohl’s shop plan to feature an assortment of the latest baby gear, furniture, activity, accessories, and more. Adjacent to the shop, customers will find Kohl’s existing baby and kids' apparel and other offerings from brands like Little Co. by Lauren Conrad, Jumping Beans, Carters, and Nike.

The Babies 'R' Us stores will be within Kohl's stores and it will be between 750 and 2,500 square feet.

Customers can also shop for an assortment of baby products on Kohls.com and use the Babies 'R' Us registry to build and share gift lists.

Strategy follows Sephora model

The partnership with Babies 'R' Us follows a similar agreement Kohl's has with Sephora.

Over the past several years, Kohl's has been building out it's Sephora at Kohl's stores. Like it's plan with Babies 'R' Us, Kohl's started building out its Sephora stores in 2021 with 200 stores.

By the end of this year, more than 900 Sephora at Kohl's stores will be open nationwide. Last year overall sales at Sephora surpassed $1.4 billion, and the beauty retailer expects to have more than $2 billion in sales by 2025.

“We see significant opportunity in the baby gear category, and partnering with Babies 'R' Us is another example of how we are finding new ways to optimize our assortment and further establish Kohl’s as the go-to brand for families," said Tom Kingsbury, Kohl’s chief executive officer, in March.

This article originally appeared on Milwaukee Journal Sentinel: 11 Wisconsin locations for first Babies 'R' Us at Kohl's revealed

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