Nearly three years after opening its first showroom in Beverly Hills, Babylist is making its debut in the Big Apple. The universal baby registry platform is opening a new location in New York City’s Soho neighborhood sometime this summer. At 20,000 square feet, the New York location will be bigger than its 18,000-square-foot California counterpart. The Soho showroom will focus on product education, content creation and community building, all while catering to New York parents’ unique needs, like living in smaller apartments and navigating the subway. Babylist, which was founded in 2011, operates an online registry that pulls products from retailers like Target, Walmart and Amazon. It opened its Beverly Hills showroom in August 2023, at a time of flux for the baby industry. Just four months earlier, BuyBuy Baby became swept up in Bed Bath & Beyond’s bankruptcy. Meanwhile, in 2018, Babies “R” Us closed all of its stores. Yet, Babylist wanted to invest in physical retail, knowing its users are looking to browse products in person, ask for advice and meet like-minded parents, said Molly Goodson, vp of brand and media at Babylist. Now, Babylist is looking to “go big” in its showroom in New York City as it courts more East Coast parents, Goodson said.Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.
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