First Look: Online baby registry Babylist goes big in NYC store debut
The fast-growing Babylist has brought its online registry for new parents and gift-givers to life with the opening of its second physical location.
The California-based company opened a 20,000-sq.-ft., two-level destination in the heart of New York City’s SoHo neighborhood. The space offers growing families and other visitors an immersive “expert-led” experience where they can explore baby gear in person, build their registries and attend classes and events.
Visitors can’t purchase directly in the store. But every item has a QR code that they can scan and add to their registry or purchase on the site.
The SoHo opening comes three years after Babylist opened its first showroom, in Beverly Hills, Calif., and weeks after Jennifer Hyman, co-founder and former CEO of Rent the Runway, took the helm as chief executive.
The opening also comes amid significant momentum for the business. Babylist surpassed $750 million in revenue in 2025, growing 45% year over year and marking its eighth consecutive year of profitability. The company said it is on track to reach $1 billion in sales in 2026.
Spread across two floors, Babylist is organized around the journey of early parenting and is designed to grow with families beyond the newborn stage. The space offers hands-on experiences with baby gear, brand activations and community programming.
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Image courtesy of Babylist -
Image courtesy of Babylist -
Image courtesy of Babylist -
Image courtesy of Babylist -
Image courtesy of Babylist -
Image courtesy of Babylist -
Image courtesy of Babylist
The ground floor features an entry and lounge area, where visitors can make concierge registry appointments. A central path leads to an immersive stroller track, built to resemble a New York City streetscape, where parents can test-drive strollers built for city life. Parents can also learn about car seat safety and installation in the car seat activation area, which is anchored by a full-size Volvo EX90.
Nearby, a dedicated area lets visits try on baby carriers, while a travel essentials section includes a taxi trunk and overhead compartment to test gear against real travel constraints. The "In Your Corner Mart" highlights some of Babylist's less-expected offerings, such as college savings accounts and other family services.
A staircase leads to the lower level, opening into a kitchen area stocked with bottles, feeding accessories and high chairs. A series of fully appointed nurseries display cribs, dressers, lamps and changing tables across a range of living situations, from shared rooms to more spacious layouts.
The experience closes in "The Apartment," a 600-sq.-ft., “fully realized” New York City home where every product a family has considered throughout their visit finds its place.
"Babylist is building the middle ground baby retail has been missing — a place to explore, practice, and learn, with no pressure and no assumptions, surrounded by people who are genuinely trying to help,” said Hyman. “The Showroom is a physical expression of everything Babylist has become: a destination for growing families across commerce, education, content, and community."
Three dedicated brand installations are woven into the showroom: a Momcozy experiential pop-up on the ground floor, a Medela space built around the brand's 60-year legacy; and a Zarbee's installation reimagined as a sunlit greenhouse where parents can explore ingredients by touch and scent. Beyond those three, the showroom features integrated activations throughout from Babylist partners using the space to connect with growing families in person.
With an on-site event space and podcast studio, Babylist will offer educational events with partners, panel conversations, product launches, and content creation with its slate of influencers and experts.
