Babies ‘R’ Us stores to enter new market

Babies “R” Us is entering the largest country in South America.

WHP Global, parent company of Toys “R” Us and Babies “R” Us, has signed an exclusive long-term license agreement with Ragabesh & Co. to bring Babies "R" Us to Brazil for the first time. The agreement covers physical retail, with plans to open approximately 20 freestanding Babies "R" Us stores in the market. The first location is expected to open in late 2022 with further stores launching in 2023. 

In March, WHP announced it had acquired a controlling interest in Tru Kids Inc., parent company to the Toys "R" Us, Babies "R" Us, Geoffrey the Giraffe brands and more than 20 related consumer toy and baby brands. Toys “R” Us opened its first store under its new owners in December, at the massive entertainment and retail center American Dream, in East Rutherford, New Jersey.  

"This expansion is part of our overall strategy to develop both the Babies "R" Us and Toys "R" Us businesses in existing and new high growth markets such as Latin America,” said Yehuda Shmidman, WHP Global and Toys "R" Us chairman and CEO. “We are thrilled to partner with Ragabesh to bring this beloved family brand to Brazil for the very first time – making it even more accessible to our loyal global customers."  

Ragabesh is a Brazilian retail operator with 35 showrooms throughout Brazil. Operating sporting goods stores, footwear specialty stores, and multi-brand stores, Ragabesh has more than 3,000 clients including Aéropostale, Nautica and more.

"There is a massive opportunity for a trusted brand like Babies "R" Us to serve the growing population of millennial parents in the largest country in Latin America," said Paulo Turquiai CEO of Ragabesh. "We look forward to working with the WHP Global team and leveraging our vast network of suppliers to bring the first Babies "R" Us retail stores to Brazil." 

Currently, the Babies "R" Us brand can be found in more than 20 countries with digital sites, standalone, and side-by-side Toys "R" Us branded stores.

WHP owns Anne Klein, Joseh Abboud, Joe’s Jeans, William Rast, Lotto, Toys “R” Us, Babies “R” Us, Geoffrey the Giraffe and more than 20 additional consumer brands in the toy and baby categories.