Bed Bath & Beyond Boosts its Baby Cred with New Uber Delivery Partnership

Bed Bath & Beyond has partnered with Uber to launch on-demand delivery of baby and kids products.. The app makes a large selection of products from nearly 120 buybuy BABY (a Bed Bath and Beyond subsidiary) and more than 750 Bed Bath & Beyond locations nationwide available for through Uber or Uber Eats.

The selection includes essentials ranging from diapers and wipes to bath toys, as well as a variety of Bed Bath & Beyond’s home goods, from brands including Honest, Yumi, Lalo, Little Spoon and Nyssa. Shoppers can search by choosing the “Baby” category or searching with the baby emoji.

“We are rebuilding our authority in the home and baby retail categories to appeal to new consumers, while strengthening relationships with our valued, long-standing customers,” said Rafeh Masood, Chief Digital and interim Chief Brand Officer at Bed Bath & Beyond in a statement. “This partnership with Uber is a terrific way we are 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.”

Bed Bath & Beyond is putting technology at the forefront of its business with a three-year, $250 million investment that will integrate analytics and automation to improve operations and inventory. Part of its strategy is to better position the brand as an omnichannel business — the ecommerce side got a kickstart when Walmart and Wayfair executives were hired to accelerate digital growth in March 2021 while the brick-and-mortar side saw associate uniforms receive a facelift in April 2021 in addition to 450 planned store remodels.


The retailer emphasized its same-day and in-store pickup options during holiday 2020 by making same-day delivery free for all orders over $39 in mid-December. The Uber partnership implies a longer-term strategy that seeks to cement Bed Bath & Beyond as a convenient retailer for consumers’ immediate needs.

Uber is 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.

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