Uber, Bed Bath & Beyond Partner to Deliver Baby and Kids’ Essentials

Bed Bath & Beyond has partnered with Uber Technologies to launch a baby and kids vertical on the Uber Eats app, the companies announced Monday. Through the partnership, Uber will deliver baby and home products from 120 BuyBuy Baby and 750 Bed Bath & Beyond stores in the U.S. The selection includes essentials ranging from diapers and wipes to bath toys, as well as a variety of Bed Bath & Beyond’s home goods. Shoppers can search by tapping “Baby” under search categories on the Uber Eats app, or by using the baby emoji to find whatever they need.

"This partnership with Uber is a terrific way we're reaching new customers, and the fact that BuyBuy Baby was chosen to help launch Uber's baby and kids delivery vertical reflects the brand's leadership in welcoming customers to parenthood," Rafeh Masood, Bed Bath & Beyond's chief digital and interim chief brand officer, said in a statement. "We're excited to begin this journey with Uber and look forward to having its innovative services market and deliver products from Bed Bath & Beyond and BuyBuy Baby right to customers' doorsteps."

Total Retail's Take: This news marks the latest example of retailers and service providers teaming up to meet demand in the “bring-it-to-me economy.” And here, both companies are capitalizing on a very really need; that is a place for stressed out parents to go when they need things such as diapers, pacifiers, thermometers and more as soon as possible. Uber is also showing its commitment to parents by celebrating the partnership’s kickoff by donating $200,000 to Baby2Baby, an organization that provides essential items to children in need across the U.S. Baby2Baby has distributed more than 200 million items to children in homeless shelters, domestic violence programs, foster care, hospitals, underserved schools and more over the past 10 years.