![]() “Since acquiring both the Babies R Us and And it first announced plans for the Babies R Us rebirth in January. WHP is already finding plenty of success with its Toys R Us revival. The new location opens in New Jersey’s American Dream mall just as all hopes collapsed for competitor Buy Buy Baby, which was owned by the now-defunct Bed Bath & Beyond. New parents can take a test drive on the Stroller Track, experiment with nursery designs, register for gifts, and pose for pregnancy announcements at the Bon Voyage photo WHP Global just opened the first of the rebooted Babies R Us store, weighing in at 10,000 square feet and stocked with plenty ofĮxperiential components. ![]() CNN Sans ™ & © 2016 Cable News Network.It’s back, baby. Market holidays and trading hours provided by Copp Clark Limited. All content of the Dow Jones branded indices Copyright S&P Dow Jones Indices LLC and/or its affiliates. Standard & Poor’s and S&P are registered trademarks of Standard & Poor’s Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. ![]() Chicago Mercantile: Certain market data is the property of Chicago Mercantile Exchange Inc. ![]() US market indices are shown in real time, except for the S&P 500 which is refreshed every two minutes. Your CNN account Log in to your CNN account “We like to think that the new stores will be a modern version of the Babies R Us stores of the past, but with the same DNA,” said Shmidman. “They can test if they like the fit, the buckle, or not,” he said. For instance, we have created different terrains in the store, such as cement and grass, for people to test strollers,” he said.Īnother feature is a model of a car in the store for shoppers to test out different car seats. “Today’s store formats are smaller and more engaging. He said the stores will be more experiential. The retailer is closing all of its stores as part of its parent company Bed Bath & Beyond’s ongoing bankruptcy liquidation.Īt the same time, Shmidman said the new Babies R Us’ stores are being developed to adapt to a changing retail landscape and consumer buying behavior. Jarrett Birnbaum/American Dreamīabies R Us’ reemergence comes as another once popular one-stop-shop of baby and toddler products – Buybuy Baby – is going away, supposedly forever. The new store features samples of different terrains, such as grass and cement, for shoppers to sample strollers in different environments. He said Babies R Us’ comeback will “mimic” that of Toys R Us: “Expect the same ambitious rollout,” said Shmidman, adding that WHP is looking at taking Babies R Us nationwide with a similar partnership to Macy’s-Toys R Us. ![]() The plan for Babies R Us is equally ambitious, Yehuda Shmidman, CEO of WHP Global, said in an interview with CNN. (M) department stores in the US and on Macy’s (M), which brought a Toys R Us store within all 452 Macy’s It has since accelerated the rollout of the toy store brand through a partnership with Macy’s It opened a new 20,000 square foot Toys R Us flagship store, also at the American Dream Mall, in December 2021. Since acquiring both brands, WHP Global first fueled Toys R Us’ comeback. But both of those locations permanently closed in 2021, with the company blaming pandemic-induced struggles. Tru Kids had bought Toys R Us (which also owned Babies R Us) in a 2018 liquidation sale and had attempted to resurrect the toy store chain, opening two locations in New Jersey and Texas in late 2019. The brand’s comeback store is spread across 10,000 square feet and will carry an assortment of products and services catering to the needs of new and expecting parents, according to WHP Global, a brand acquisition and management firm that bought both retail chains from Tru Kids in 2021. First came Toys R Us’ roller coaster revival, and now Babies R Us is experiencing its own rebirth, too.īabies R Us, which went out of business in tandem with its parent company, Toys R Us, in 2018, is opening its new US flagship store on Wednesday at the American Dream Mall in New Jersey. ![]()
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