Kris Jenner's cleaning products line debuts at Bed Bath & Beyond

Dive Brief:

In a move that further resets its merchandising assortment, Bed Bath & Beyond on Monday announced it has formed an exclusive partnership with Kris Jenner's cleaning products line, Safely.
The home retailer marks the brand's first retail partnership, according to a company press release. Safely debuted in over 750 Bed Bath & Beyond stores, as well as in its other banners, Harmon and BuyBuy Baby.
Bed Bath & Beyond describes Safely as providing consumers with "better-for-you" cleaning products without harsh chemicals.

Dive Insight:

Forming an exclusive partnership with a fresh, celebrity-founded brand helps Bed Bath & Beyond reset its merchandise — something it has been working toward as part of its three-year transformation plan announced last October.

Bed Bath & Beyond marks Safely's first retail partner.

The retailer laid out a plan to introduce eight private labels by February 2022, six of which have already launched. At the same time, the company announced it would launch thousands of new products exclusive to Bed Bath & Beyond while also cutting thousands of other underperforming brands, labels and products.

Adding Safely to its assortment comes as consumers are more concerned about both cleanliness amid the global health crisis of the last year and using products with cleaner ingredients.

"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," Bed Bath & Beyond Chief Merchandising Officer Joe Hartsig said in a statement. "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.'"

Safely's collection at Bed Bath & Beyond features six products — hand cream, hand soap, hand sanitizer, laundry detergent, glass cleaner and a universal cleaner — ranging in price from $5.99 to $13.99.

Safely launched in late March this year and was founded by Jenner, Good American CEO and founder Emma Grede, and Chrissy Teigen, though the brand announced in June that Teigen would be "stepping away from Safely to take much needed time to focus on herself and be with her family."