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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