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Babies"R"Us expanding into Mexico

Babies R Us
Babies"R"Us opened at American Dream in July. (Photo courtesy of WHP Global)

Babies"R"Us is heading south of the border.

WHP Global, parent company of Babies"R"Us and Toys"R"Us, is expanding its partnership with El Puerto de Liverpool in a move that will introduce the baby care products retailer to Mexico. The initiative will include the opening of dedicated Babies"R"Us stores, with the first to open in the second half of 2024, followed by the launch of a flagship website. Additional stores will follow.

In April 2023, WHP and Liverpool entered into a partnership to launch Toys"R"Us in Mexico.  The first store, which opened in October, has received an incredible response from customers, according to WHP. 

"We are excited to build on the success of Toys"R"Us in Mexico and expand our partnership with Liverpool to introduce Babies"R"Us to the Mexican market," said Jamie Uitdenhowen, executive VP of Toys"R"Us and Babies"R"Us at WHP Global. "Liverpool's incredible retail execution and the positive reception of Toys"R"Us reaffirms the strong interest of families in Mexico in our brands, and we are excited to further enhance the retail landscape by bringing the trusted Babies"R"Us brand to parents and caregivers across the country."

El Puerto de Liverpool operates 303 stores, including Liverpool and Suburbia stores and 112 specialty boutiques, along with 28 shopping centers in 18 states of the Mexican Republic, along with e-commerce sites.

"Our goal is to provide the best retail experience for our customers, and we look forward to offering an unparalleled family retail environment that combines the iconic appeal of the Toys "R "Us and Babies"R"Us brands with an accessible, high-quality shopping experience for the modern consumer,”  said Jorge Sota, director of boutique operations and retail softline for Toys R Us Mexico.

In July, Babies"R"Us opened its first U.S. store under WHP, at American Dream, the massive 3 million sq.-ft.-plus entertainment and retail center in East Rutherford, N.J. The brand can be found in more than 20 countries with digital sites and more than 100 branded and independent stores.  

WHP Global acquires global consumer brands and invests in high-growth distribution channels including digital commerce platforms and global expansion. In addition to Babies"R"Us and Toys"R"Us. WHP owns Anne Klein, Joseph Abboud, Joe’s Jeans, Bonobos, Isaac Mizrahi, G-Star Raw, Lotto and a majority interest in the Express brand. Collectively the brands generate more than $7 billion in global retail sales. 

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