A little over a year after being acquired out of bankruptcy and reopening 11 physical stores, BuyBuy Baby has announced plans to become a digital-first brand and close all its brick-and-mortar locations by the end of this year, according to the retailer’s website.
The brand was bought by baby care brand Dream on Me in July 2023 as part of the larger bankruptcy proceedings for then-parent company Bed Bath & Beyond. The BuyBuy Baby website relaunched shortly thereafter, and by November 2023, 11 brick-and-mortar stores had been reopened. At the time, BuyBuy Baby CEO Pete Daleiden said the plan was to open upwards of 100 locations within the next three years, but those plans have clearly shifted.
“BuyBuy Baby is transforming into a digital-first brand, focusing all our energy on providing an exceptional online shopping experience,” reads a company webpage. “With this shift, we’ve come to the difficult decision of closing our physical stores before the end of the year. We understand this may be disappointing news, and we want you to know this wasn’t a choice we took lightly.”
Closing sales at all locations will begin today, and gift card payments will be accepted through Oct. 31, 2024, after which point they will have to be used online. The BuyBuy Baby website will continue normal operations throughout the closing sales and after as the brand looks to build out its new persona as a digital-only retailer. The company said that it plans to build out its distribution network to meet increased online demand and support faster, more efficient delivery of online orders.
Advertisement
“We are proud of the portfolio of brands we have been able to accumulate and to be part of the parenting journey for consumers during every stage from newborn and beyond,” said Glen Cary, Chief Stores Officer of BuyBuy Baby in a statement. “While we are closing our physical stores, we are not saying goodbye. We encourage all consumers to visit our online store, and our goal is to continue to serve them with the same passion and dedication.”
Somewhat ironically, Bed Bath & Beyond — which has undergone its own twisting ownership and revival path — announced a brick-and-mortar revival of sorts earlier this week. Branded items from the retailer, now owned by digital entity Beyond, Inc., will soon be arriving at The Container Store as part of a new partnership between the two companies, which also includes a $40 million investment from Beyond, Inc. in The Container Store.
