BuyBuy Baby is launching its revival by opening 11 new retail stores this week from Massachusetts to Maryland.
BuyBuy Baby is ready for its brick-and-mortar comeback.
The specialty baby products retailer is opening 11 stores on Saturday, November 18, with locations stretching from Massachusetts to Maryland. (See list of locations at end of article.)The openings come less than four months after BuyBuy Baby was purchased out of bankruptcy by baby goods manufacturer Dream on Me and shuttered all its stores.
BuyBuy Baby’s brick-and-mortar comeback follows the launch of the company’s new website, which went live in October. The company called this initial relaunch its first steps to “reclaiming its spot as America’s leading specialty baby and toddler brand.”
The new BuyBuy Baby stores will offer an elevated shopping experience, the company said, with immersive experiences and an updated registry experience. The outposts will also feature baby and parenting experts ready to discuss car seat selection and safety, nursing and feeding preparation and other other topics.
Chain Store Age spoke with Pete Daleiden, CEO of BuyBuy Baby, about the company’s comeback and its expansion strategy. Daleiden joined the company as CEO in August from Bealls, where he served as senior VP, chief merchandising officer. Prior to joining Bealls in 2022, he spent 16 years at former BuyBuy Baby parent company, Bed Bath & Beyond Inc.
What is BuyBuy Baby’s store expansion strategy going forward?
We intend to grow our store base to more than 100 stores over the next three-plus years. We've identified key markets nationwide to support our vision of a true omnichannel shopping experience for new and expectant parents and gift givers. We will continue to open new locations as sites that we have targeted become available.
What new twists are you putting on store design and offerings?
Our goal is to create an open and inviting environment for our customers to browse and shop. The stores, which run between 20,000 sq.ft and 30,000 sq.ft., will initially have updated graphics and other marketing elements.
Select locations will have an updated layout with an elevated “Nursery and Gear” experience focused on our biggest national brands, curated assortments as well as new nursery vignettes and displaysWe will continue to refine and evolve our store environment as we rebuild our brand and develop our stores of the future.
How are you integrating a digital experience at store-level?
We are planning a number of digital touchpoints in our future customer experience that link our digital and physical stores. One of the most important is our registry experience. We have enhanced in-store WiFi to support customers using their personal devices as well as our in-store devices in an effort to streamline how they create their baby registries. As shoppers browse store aisles, they can use their smartphones to scan merchandise bar codes and add essentials directly to their registry.
We are adding iPads and other tools to support a more seamless shopping and checkout experience.
Future rollouts will include enhanced signage as well as curated displays to guide decision-making in the registry process. As we move into future phases of our business development, we will be working closely with our brand partners and technology providers to develop interactive signage and displays.
On Saturday, Nov. 18, BuyBuy Baby will open stores in the following locations: