Nursery bedding and furniture brand Babyletto has opened its first ever brick-and-mortar store in its home turf of Los Angeles. Set in the heart of Melrose Ave., the flagship provides shoppers with a personalized concierge-style experience where they can browse more than 25 pieces from Babyletto’s collection of modern cribs, recliners, gliders and dressers.
Babyletto worked with design and architecture firm RD Collaborative to create a “warm and welcoming haven” that has a modern, minimal design, a neutral color palette and touches of pastel accents. The store also includes resources to help parents and caretakers learn about the brand’s commitment to sustainability, including its GREENGUARD Gold, FSC and GOTS certifications.
Shoppers can take the guesswork out of product selection by visiting the store’s “Design Center,” which allows them to explore wood samples and fabric swatches and receive dedicated product and design support from Babyletto associates. The flagship also offers a new white-glove delivery service.
Since its launch in 2009, Babyletto has sold more than one million cribs and has extended its product reach through a network of major retail partners including Babylist, Crate & Kids, Pottery Barn Kids and Target. However, opening a store in its hometown of LA is a full-circle moment for Teddy Fong, Founder of Babyletto and CEO of Million Dollar Baby Co., a family-owned company established by Fong’s parents in Los Angeles in 1990.
“We’re incredibly excited to welcome new and expectant parents into Babyletto’s first retail location in Los Angeles, where our journey began 35 years ago,” Fong said in a statement. “As an Angeleno and a parent raising my own family here, I saw a need for a trusted, welcoming space for parents that has been missing in our city. Our store is more than just a place to shop; it’s a community hub where parents can connect, share experiences and find support.”
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