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First Look: Online baby registry giant Babylist to open first retail store

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An online registry that served over nine million new parents and gift-givers in 2022 is making its first permanent foray into brick-and-mortar.

Oakland, Calif.-based Babylist will open an 18,000-sq.-ft. flagship this summer, in Beverly Hills, Calif., in a space that formerly housed Anthropologie/BHLDN. The news comes as the embattled Bed Bath & Beyond is closing some of its Buybuy Baby stores and as Babies "R" Us

is set to make its U.S. retail comeback, opening a store at American Dream.

Babylist will offer an experiential and interactive experience that gives parents-to-be the opportunity to test-and-try products in a “celebratory” environment, the company said. The store will include such features as a “guided” registry experience, brand integrations, gift boutique and blended physical and digital content that helps customers understand products.

The flagship follows pop-ups, called Cribs, that Babylist tested last year in Los Angeles and New York City. The temporary outposts were only open for a couple of days.

Babylist describes itself as “the leading vertical marketplace and commerce destination for baby.” Utilizing proprietary data, patented technology and “unbiased” editorial guidance, it recommends expert-tested products to those starting their parenting journey. The platform supports revenue streams including direct purchases from Babylist and partner retailers and content-driven advertising.

Babylist registries connect new parents and family and friends who help plan, prepare and shop for a child's arrival.

In January, the company announced that it acquired Expectful, a health and wellness app and media site. The acquisition complements Babylist’s established media business and its recent expansion into health through new audiences and content.

“We’re thrilled to be joining forces with Expectful to provide expecting parents with the best possible resources and support during one of the most important and exciting times in their lives,” said Natalie Gordon, Babylist founder and CEO.  “For over a decade, our mission at Babylist has been to make the parenthood journey as easy and enjoyable as possible. The expansion of Expectful will not only do just that, but also help educate and destigmatize mental health struggles that are often faced during pregnancy.”

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