Registry, ecommerce and content platform Babylist plans to open its second Showroom in NYC’s trendy SoHo neighborhood in late summer, three years after debuting its first retail space in Beverly Hills, Calif.
The Babylist New York Showroom will build on the successes and lessons of the company’s Beverly Hills flagship, spanning 20,000 square feet and offering an immersive, expert-led experience that allows parents to explore and discover baby gear in person, build their registries with the guidance of Babylist’s registry consultants and attend events and educational classes.
Located at 477 Broadway, the Showroom will be designed to celebrate the whole journey of building a family. Alongside Babylist’s most-loved items, there will be product curation and expert consultations tailored to the realities of city parenting — including dealing with small apartments, limited storage and traveling via taxis and rideshares. Nursery vignettes throughout the space will help parents envision what preparing for a newborn looks like across a range of living situations, from dedicated nurseries to shared rooms.
To build on the success of the Beverly Hills store’s programming, the space also will feature a dedicated education area for classes and workshops as well as expanded content creation capabilities, including a podcast studio. Brands will have opportunities to connect with their customers through product placements, dedicated brand showcases, bespoke pop-up spaces and events, including Babylist’s registry weekends.
Babylist’s Rapid Growth Trajectory Continues
The announcement comes during a period of significant momentum for Babylist. The company recently surpassed $750 million in annual revenue, marking 45% year-over-year growth and its eighth consecutive year of profitability. Babylist also recently launched Babylist Money, a new financial planning resource for families, and its first original podcast, Birth with Babylist.
What began as a universal registry has grown into a full ecosystem for new parents that also includes Babylist Health, a service that simplifies the process of acquiring insurance-covered breast pumps and supplies. In 2023, Founder and CEO Natalie Gordon saw the missteps of legacy chains BuyBuy Baby and Babies ‘R’ Us as an opportunity to reinvent the retail model for the category, bringing the fresh approach that made Babylist a digital sensation into physical retail.
“When we opened our first showroom, legacy baby retailers were closing their doors,” Gordon said in a statement. “The narrative was that in-person didn’t work for this category. What we built wasn’t a store, it’s a place for parents to explore, learn and walk away feeling confident about what they need. We have parents traveling from all over the country to experience Babylist in person. Beverly Hills proved the demand is real. New York is where we take it to the next level.”
