WHP Global, parent company of Babies ‘R’ Us and Toys ‘R’ Us, has expanded its partnership with omnichannel retailer El Puerto de Liverpool to bring Babies ‘R’ Us to Mexico.
The expansion will include the opening of dedicated Babies ‘R’ Us stores, the first of which is slated to open in the second half of 2024. This first store opening will then be followed by additional brick-and-mortar locations as well as the launch of an ecommerce site.
WHP and Liverpool first teamed up last year to bring Toys ‘R’ Us to Mexico, with the first Toys ‘R’ Us store opening in country in October 2023.
“We are excited to build on the success of Toys ‘R’ Us in Mexico and expand our partnership with Liverpool to introduce Babies ‘R’ Us to the Mexican market,” said Jamie Uitdenhowen, EVP of Toys ‘R’ Us and Babies ‘R’ Us at WHP Global in a statement. “Liverpool’s incredible retail execution and the positive reception of Toys ‘R’ Us reaffirms the strong interest of families in Mexico in our brands, and we are excited to further enhance the retail landscape by bringing the trusted Babies ‘R’ Us brand to parents and caregivers across the country.”
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The forthcoming Babies ‘R’ Us stores and website in Mexico will feature a full range of products from baby essentials and nursery furniture to toys, educational products and services for new and expectant parents and families.
After filing for bankruptcy in 2018 and eventually being acquired by WHP, Babies ‘R’ Us today has a presence in more than 20 countries through regional websites and 100+ branded and independent stores. In July 2023, the brand made its brick-and-mortar return in the U.S. with the opening of its new flagship location at the American Dream mall in New Jersey.
