Dive Brief:
- Babies R Us will open a flagship store at the American Dream Mall in Bergen County, New Jersey, this summer.
- The location will be a “one-stop-shop for all things baby,” with a full range of products and services to support expecting parents, according to company information sent to Retail Dive.
- Brand management firm WHP Global acquired the Babies R Us and Toys R Us brands in 2021.
Dive Insight:
Babies R Us is plotting a comeback.
The opening at American Dream marks a return of the brand to the U.S., and the company has plans for a national rollout of locations in the future.
“Since acquiring both the Babies R Us and Toys R Us brands in 2021, our mission has been laser-focused on bringing them back to America,” Yehuda Shmidman, chairman and CEO of WHP Global, said in a statement.
The Babies R Us flagship will include interactive experiences for shoppers, including a Stroller Test Track, a Bon Voyage photo station where parents can announce their new arrival, and a Wishing Tree, where friends and family can share their well wishes.
The location will also have a baby registry lounge, a nursery design center that contains room set displays, a learning center for private events and workshops, and a space to feed and change babies.
Babies R Us will begin to roll out content and resources for new and expecting parents across its digital channels prior to the flagship opening.
WHP Global opened a Toys R Us flagship at American Dream in Dec. 2021.
The conglomerate also launched a partnership with Macy’s stores to bring Toys R Us-branded shops to each of its department store locations.
WHP also owns Anne Klein, Joe’s Jeans and Isaac Mizrahi, among other properties. The company in took a stake in apparel brand Express for $260 million in December.
