Babies R Us plans to add in-store shops at about 200 Kohl’s locations nationwide, including 13 in New Jersey.

Scheduled to open later this year, the new sections will feature a curated assortment of the latest baby apparel, gear, furniture, activities and accessories, Kohl’s said in a May 8 press release.

The in-store shops will range from 750 square feet to 2,500 square feet of dedicated space. The locations are set to begin rolling out in August. Openings will continue through the fall with all 200 shops open in time for the holidays, Kohl’s said.

Customers will also be able to shop for an expanded assortment of Babies R Us merchandise online at Kohls.com. Shoppers will earn rewards on every Babies R Us purchase, both in-store and online, as well as earn and redeem Kohl’s Cash on all items, according to Kohl’s.

They can also use the Babies R Us at Kohl’s registry to build and share gifts.

The experience is being developed in partnership with Babies R Us parent company, WHP Global Management. It aims to “introduce more new customers to Kohl’s, including younger customers who will be choosing Kohl’s for the first time,” the retailer said.

In a statement, Kohl’s CEO Tom Kingsburg said, “Evolving our assortment and bringing more relevant product to the millions of customers we serve is a core focus as we continue to deliver on Kohl’s broader growth strategy.”

“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,” he said.

New Jersey Kohl’s | Babies R Us locations will launch in:

• Clifton – 14 Main Ave.
• Hamilton Township – 460 Market Place Blvd.
• Hillsborough – 315 Route 206
• Jersey City – 40 Mall Drive E.
• Mantua – 300 Bridgeton Pike
• Paramus – 200 Bergen Town Center
• Ramsey – 1300 Route 17
• Secaucus – 3 Mill Creek Drive
• Toms River – 1 Route 37 W.
• Turnersville – 5851 Route 42
• Voorhees – 79 Route 73
• Wayne – 1800 Route 23 N.
• Woodland Park – 1710 Route 46

The Babies R Us rollout at Kohl’s mimics WHP’s strategy in reviving Toys R Us.

Over the past few years, the iconic toy retailer has added shops at more than 450 Macy’s department store locations in the U.S. It also plans to add two dozen small-format locations in airports and cruise ships, WHP announced last fall.

The Toys R Us revival also included the December 2021 opening of a 20,000 square-foot flagship location at American Dream in East Rutherford.

Meanwhile, Babies R Us unveiled a flagship at American Dream last summer, making it the brand’s first brick-and-mortar to open since it declared bankruptcy and was acquired three years ago by WHP.

Another beloved baby goods brand, Buybuy Baby, is staging a comeback, too.

Following the bankruptcy of its parent company Bed Bath & Beyond, Buybuy Baby was acquired by Piscataway retailer Dream On Me last year. Since then, it has reopened 11 of the 115 stores that shuttered, including four in New Jersey. Within the next three to five years, the chain expects to add more than 100 brick-and-mortar locations nationwide.