Babies"R"Us to Make a Comeback With Flagship Store at American Dream Megamall
Babies"R"Us, which went out of business in 2018, is attempting a comeback. The baby products retailer will open a new flagship store this summer at the American Dream megamall in New Jersey, reports CNBC. Owner WHP Global, a brand management firm, has been on a mission to bring the beloved Toys"R"Us and Babies R Us brands back to life in the U.S. since acquiring parent company Tru Kids in 2021. Today, the Babies"R"Us brand can be found in more than 20 countries with digital sites, and over 100 standalone and side-by-side Toys"R"Us branded stores.
The new Babies R Us outpost will be a “one-stop-shop for all things baby,” the company said in a press release. In addition to the typical line of merchandise, it will offer customers a range of interactive experiences, including a stroller test track, photo-op station and a wishing tree. The flagship store will also bring back the brand’s baby registry lounge, nursery design center with room set displays, learning center, and a comfort zone for feeding or changing a baby.
Total Retail's Take: WHP Global is repeating a similar strategy as its relaunch of the iconic Toys"R"Us brand, rooting the Babies"R"Us comeback with a store opening at the American Dream megamall. "Following the success of the Toys"R"Us flagship, which opened just over a year ago, we're thrilled to see Babies"R"Us back in the U.S. as part of the unparalleled retail experience that can only be found at American Dream," said Don Ghermezian, president and CEO of American Dream.
According to a company press release, the new flagship will offer a full range of products, services and expertise to support the needs of new and expecting parents and families. The store opening is a "huge milestone in the return of Babies"R"Us to the U.S.A., and it sets the stage for a national rollout of Babies"R"Us in the future," said Yehuda Shmidman, chairman and CEO of WHP Global. Given Toys"R"Us' partnership with Macy's, the baby brand could be looking at store-in-store partnerships with other established retailers to bolster its brick-and-mortar presence across the U.S. There's also an e-commerce opportunity, as babiesrus.com is not yet shoppable.
Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.