[This story was updated on Nov. 14, 2023 to include insight into the company’s future store plans.]
BuyBuy Baby is ready to “reclaim its spot as America’s leading specialty baby and toddler products retailer.” The retailer will soon return to both digital and physical retail, less than four months after it was purchased out of bankruptcy by baby care brand Dream on Me. The BuyBuy Baby website will relaunch later this month and 11 brick-and-mortar stores will then reopen in November featuring “an elevated shopping experience” and revamped registry, according to a company representative.
The swift return of the bankrupt baby retailer follows on the similarly speedy relaunch of former parent company Bed Bath & Beyond, which was acquired by Overstock.com. The BuyBuy Baby IP, digital properties and 11 store leases were acquired by Dream on Me in late July 2023. Now the company plans to open upwards of 100 locations over the next three or so years, BuyBuy Baby CEO Pete Daleiden told Chain Store Age in November.
Say ‘Hello’ to the New BuyBuy Baby
Now those 11 stores, which are located along the East Coast, from Massachusetts to Maryland, will reopen in November as part of the brand’s initial relaunch under its new owners. The stores will feature a curated assortment of baby and maternal wellness brands as part of a reimagined retail experience that aims to “capture the essence of quality, convenience and the personal touch that customers have come to expect from BuyBuy Baby,” said the company in a statement. New tech integrationswill include iPads and other handheld point-of-sale devices for seamless checkout experiences, as well as the integration of QR codes throughout the store to offer customers access to additional product information.
Also launching alongside the new website is the new MyRegistry experience, which will allow customers to add and purchase items directly from a dedicated app. Customers will be able to download the registry app in stores and on BuyBuyBaby.com and then scan items directly from their phones to add to their registries.
“The future of BuyBuy Baby is bright, and our team is committed to ensuring that BuyBuy Baby remains the go-to destination for all parents, caregivers and families seeking thoughtfully designed and quality baby- and child-focused products, and exceptional customer service,” said Pete Daleiden, CEO of BuyBuy Baby in a statement.
A New Era of Baby Retail?
The return of BuyBuy Baby is only the latest revival in the baby retail sector this year. Fellow formerly bankrupt baby retailer Babies ‘R’ Us also marked its return to brick-and-mortar retailer this year, with the opening of its first physical store since 2018 and plans for eventual national expansion. At the same time, digital native baby brand Babylist marked the opening of its first permanent retail location in LA following a series of successful pop-ups.