9/5/2023 0 Comments Babiesrus![]() ![]() ![]() and will open a new store at the Dallas-Fort Worth airport in partnership with travel retailer Duty Free Americas in time for the holiday season. The aforementioned “non-selling” spaces also offer a welcome reprieve from the sensory overload that often struck new parents in the brand’s former model.Įven as it relaunches Babies ‘R’ Us, WHP continues to focus on growing the store presence of Toys ‘R’ Us, which is now present at all Macy’s in the U.S. And, in an unusual move for a mall-based store, a dedicated bathroom and private Comfort Zone for nursing mothers (or those dealing with unruly offspring).ĭespite the drastically reduced size compared to the Babies ‘R’ Us stores of yore, the selection is surprisingly broad while still feeling accessible and curated, with clear sectioning and signage.Ample photo opportunities for the new generation of Instagram (or is it now TikTok?) parents.The much-lauded “stroller track” to test out merchandise on different types of terrain.A Learning Center that will feature regular educational events. ![]() A prominent lounge area for parents to build out their registry.Vignette-style baby room displays to inspire shopping choices.The 10,000-square-foot store at the American Dream mall in New Jersey is clearly focused less on having every product under the sun and more on guiding parents through the process of equipping themselves, with: The rebirth of Babies ‘R’ Us marks not just the brand’s timely return but also a significant reimagining of what baby retail should look like (hint, the big box is no longer). big-box baby chain, BuyBuy Baby, shutters its doors, a familiar name has returned to the retail landscape - Babies ‘R’ Us has opened its first store in the U.S. Shmidman said that while WHP also is looking for a retail partner for a national Babies R Us e-commerce site, the plan going forward is that Babies R Us flagsihp stores such as the one at American Dream will have a store specific online site to provide local service for the registries and orders.As the last surviving U.S. The store will have a dedicated Babies R Us at American Dream website for orders and the baby registry. The mall, American Dream, is the operating partner of the store and will handle staffing, and fulfillment of online orders. WHP Global formed an innovative partnership to open the Babies R Us flagship. Shmidman said he expects to be able to announce a national retail partnership for the Babies R Us brand by the end of this year. “This is the next chapter of our story of bringing Toys R Us and Babies R Us back to the customers who have been looking for it since the day it went away,” Shmidman said in an interview during the advance look at the store. WHP Global envisions similar partnerships for Babies R Us, but has not yet revealed who the retail partner will be or other details.īaby's first track suit? Air Jordan onesies at the new Babies R Us store. It also partnered with UK retailer WH Smith to open Toys R Us shops in nine high street locations in England. In May WHP announced a partnership with airport retailer Duty Free Americas that will bring a Toys R Us shop to the Dallas-Fort Worth airport by the end of this year, with additional such shops expected to follow. The next phase of WHP’s plan was a partnership with Macy’s that linked the Toys R Us and Macy’s websites and placed Toys R Us branded shops in 452 Macy’s stores. Unlike previous attempts to revive Toys R Us, WHP focused less on rolling out numerous stores, and concentrated on spreading the message that “Toys R Us is back,” first with a resurrected web site, with fulfillment by a retail partner, then the opening of the Toys R Us flagship at American Dream. When WHP acquired the Toys R Us brand, its Chairman and CEO Yehuda Shmidman described himself as a former “Toys R Us kid” who believed that he could build on the iconic brands beloved statue. or grandparents can write wishes for their new arrival, and hang them on the tree. The new Babies R Us store has a "wishing tree" in the center of the store, where prospective parents. ![]()
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