buybuy BABY Returns With In-Store Shopping Events
buybuy BABY announced its return on Tuesday with store celebration events set for Sat., Nov. 18, from 10 a.m. to 1 p.m. EST at 11 retail stores across the Northeast. The in-store celebrations will include a fun day for consumers to interact with their favorite brands while enjoying treats, giveaways and surprises in time for the holiday gift-giving season, according to a company press release. Shoppers can try out baby gear, speak with baby and parenting experts, create a baby registry, and meet a community of other local expectant parents. The events are open to the public and attendees are invited to RSVP at Eventbrite for their desired location.
Total Retail's Take: As part of its initial relaunch, buybuy BABY is ready to reclaim its spot as America's leading specialty baby and toddler brand. According to a company press release, the new buybuy BABY offers an exceptional retail experience that inspires customers to embrace the journey of parenthood across every milestone, big and small.
"We're thrilled to welcome customers to our revamped stores for a first look at the latest and greatest curated assortment and an elevated shopping experience," said Pete Daleiden, CEO of buybuy BABY. "The future of buybuy BABY is bright, and our modest team is committed to ensuring that buybuy BABY remains the go-to destination for all parents, caregivers and families."
buybuy BABY's relaunch into physical retail showcases the stark difference in strategy from its former parent company, Bed Bath & Beyond, which was relaunched as as online-only retailer after its acquisition by Overstock. Bed Bath & Beyond filed for bankruptcy in April 2023, selling buybuy BABY's intellectual property and digital assets to Dream On Me (D.O.M.) for $15.5 million in July. D.O.M., a leader in the baby and children's industry for more than four decades, then purchased 11 store leases at a bankruptcy auction for about $1.17 million.
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.