Bed Bath & Beyond Inc.’s newest brand launch involves a high-profile celebrity mom.
The home goods will be the first retailer partner for Safely, a line of eco-friendly home care and cleaning products founded by "Keeping Up with the Kardashians" supermom Kris Jenner and entrepreneur Emma Grede. The brand is making its retail debut at more than 750 Bed Bath & Beyond stores nationwide, as well as at the company’s buybuy Baby and Harmon stores.
The Safely product lineup aims to combine design, luxurious fragrance and superior functionality with cleaner ingredients, with no harsh chemicals, according to Bed Bath & Beyond. The retailer noted that green cleaners are serving as an engine for category growth, both at Bed Bath & Beyond and within the larger marketplace, overall.
Bed Bath & Beyond has been on a big private label push as part of its turnaround effort. But the company has also entered into partnerships with brands such as Casper.
"We're excited to be the first retail partner for Safely," said Joe Hartsig, executive VP and chief merchandising officer at Bed Bath & Beyond and President of Harmon Stores, Inc. "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.'"
Launched in March 2021, the Safely collection has six products featuring premium ingredients and luxurious fragrances that range from $5.99 to $13.99. The product line at Bed Bath & Beyond, buybuy Babyand Harmon includes the brand’s hand soap, hand sanitizer, hand cream, universal cleaner, glass cleaner and laundry detergent.
All Safely products are free of stabilizers, sulfates, parabens, phthalates, dyes and animal byproducts. The line is manufactured and designed in the United States.
"Bed Bath & Beyond shares our mission of providing high quality products at an accessible price point,” said co-founder Kris Jenner. “That's why I'm thrilled to partner with this unparalleled brand and bring Safely into the homes of countless more American families.”