In a new brand connection, Bed Bath & Beyond has announced an exclusive retail partnership with a brand that has a strong celebrity connection: Safely.
The line consists of consumables but demonstrates that the retailer intends to promote the cleaning products category based on star-power and consumer concerns about toxicity and wellness.
The “luxuriously scented and high-quality home care and cleaning products” as Bed Bath & Beyond characterize them, emerge from a company founded by media stars Kris Jenner and Chrissy Teigen with entrepreneur Emma Grede, who already works with Khloe Kardashian, Jenner’s daughter, on an apparel business.
Already available direct to consumer, Safely is making its retail debut at about 750 Bed Bath & Beyond stores across the United States, the retailer indicated, at its buybuy BABY and Harmon stores, and on the e-commerce websites operated under each banner. Bed Bath & Beyond noted that it has experienced additional shopper demand for better-for-you home care and cleaning products, fueled in some measure by the experience of harsh chemical cleaners during the pandemic. Healthier cleaners are an engine for category growth, Bed Bath & Beyond asserted, for its own operations and the larger marketplace.
The Safely collection launched in March and offers six essential products featuring premium ingredients at prices from $5.99 to $13.99, Bed Bath & Beyond noted. The product line as it will appear in the retailer’s stores includes hand soap, hand sanitizer, hand cream, universal cleaner, glass cleaner and everyday laundry detergent.
“We’re excited to be the first retail partner for Safely,” said Joe Hartsig, Bed Bath & Beyond evp and chief merchandising officer, and president of Harmon Stores, in announcing the product launch. “We know consumer demand is strong for green cleaning products, and Bed Bath & Beyond, buybuy BABY and Harmon are poised to meet the growing need. With the addition of Safely to our merchandise mix, we’re expanding our better-for-you footprint of household cleaners and giving consumers an elevated product experience they can feel good about, all in an effort to help them ‘home, happier.'”
Jenner said, “Bed Bath & Beyond shares our mission of providing high-quality products at an accessible price point. That’s why I’m thrilled to partner with this unparalleled brand and bring Safely into the homes of countless more American families.”
