buybuy BABY reaches out to digital-savvy younger parents

Dan Berthiaume
Senior Editor, Technology
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Two subsidiaries of Bed Bath & Beyond are teaming up to provide an omnichannel nursery design and shopping experience.

Baby specialty retailer buybuy BABY is launching Design Squad in partnership with its sister brand Decorist, an online interior design company. Design Squad is an integrated, digital-first resource aimed at millennial and Gen Z parents that includes hundreds of professional interior designers, curated nursery designs, and a custom room design service. 

Digital offerings include a five-question online style quiz, “Shop the Room” - a predesigned collection of 35 online nursery designs customers can shop or add to their registry, a custom room designed online by a professional interior designer (including a detailed floor plan and clickable shopping list) for $199, and a Design Squad blog with tips, tricks, and inspiration for designing a nursery from Decorist's team of interior design experts.

Design Squad services also enable customers to visit 135 brick-and-mortar buybuy BABY stores to consult with associates and touch, feel and see materials and furniture firsthand.

"Regardless of where our customer is in their design journey, and no matter what their budget, our new innovative service helps make the nursery design experience seamless and fun," said buybuy BABY senior VP and GM Glen Cary. "We know that today's millennial parents want their children's rooms to reflect their unique style more than ever. We also know they are starting their design and shopping process in the digital world and crave robust digital experiences that complement our in-store experience. To meet these two key needs, we have created an innovative decorating platform that pairs technology with designer expertise and connects it to our stores. Design Squad helps us deliver a comprehensive shopping experience for our customers however they choose to connect with us."

"Unlike many other retailers and big-box stores—which can be overwhelming, difficult to navigate, and uninspiring, with limited style selection—Design Squad has transformed the new parent's nursery design process into an inspiring, easy and fun experience,” said Decorist VP of operations Susie Doyle. “We can also meet the customer at any life stage, from planning a nursery, to kid's bedrooms, to playrooms as well, so they will be with us for a long time to come."