buybuy Baby targets younger parents with new 3D design tool

Two subsidiaries of Bed Bath & Beyond are expanding their partnership to provide an omnichannel nursery design and shopping experience.

Baby specialty retailer buybuy Baby is adding a 3D nursery design tool to its Design Squad suite of nursery design services. Launched in May 2020 in partnership with sister brand Decorist, 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. 

The 3D nursery design tool enables customers to create and visualize a custom nursery design in real-time, with the ability to swap furniture and decor such as cribs, dressers, gliders, bedding, rugs, paint color, and wallpaper in and out of a room of their choice to create a personalized space. The program will offer 15 pre-styled designer-curated nurseries, or the option to start the design process from an empty room. Customers will be able to add items in the room directly to their cart or registry and have the option to save their designs or share them via email.

"We know how important creating the perfect nursery is to our customers and are excited to expand our Design Squad services to make it easier and even more inspiring for parents to bring their nursery vision to life," said Patty Wu, senior VP and GM of buybuy Baby. "By giving parents the opportunity to visualize their nursery before investing, with the ability to compare décor options side-by-side, the 3D nursery design tool takes the stress out of the design process."