Online baby registry giant Babylist to open NYC showroom
A fast-growing registry for new parents and gift-givers is opening its second physical location.
Babylist will open a 20,000-sq.-.ft. showroom on Broadway in New York City’s SoHo neighborhood. Expected to open in late summer, the space is being designed as an experiential destination where customers can check out baby gear in person, build their registries with the guidance of Babylist's registry consultant and attend events and educational classes.
The Oakland. Calif.-based company unveiled its first brick-and-mortar outpost in August 2023, an 18,000-sq.-ft. location in Beverly Hills, Calif. The opening followed successful pop-ups in New York City and Los Angeles. When the L.A. wildfires struck in January 2025, Babylist transformed the space into a donation hub within days, mobilizing more than 160 brand partners and 70 volunteers to distribute $2.3 million in essential items to nearly 1,000 displaced families.
In addition to showcasing its “most loved “items, Babylist said the SoHo showroom will offer product curation and expert consultations tailored to the realities of city parenting — small apartments, limited storage, and the particular considerations of navigating life with a baby in taxis and rideshares. Nursery vignettes throughout the space will help parents envision what preparing for a newborn looks like across a range of living situations, from dedicated nurseries to shared rooms.
Babylist NYC will also feature a dedicated education area for classes and workshops, as well as expanded content creation capabilities, including a podcast studio. Brands will have opportunities to connect with their customers through product placements, dedicated brand showcases, bespoke pop-up spaces, and events, including Babylist's registry weekends.
"When we opened our first showroom, legacy baby retailers were closing their doors," said Natalie Gordon, founder and CEO of Babylist. “The narrative was that in-person didn't work for this category. What we built wasn't a store, it's a place for parents to explore, learn, and walk away feeling confident about what they need. We have parents traveling from all over the country to experience Babylist in person. Beverly Hills proved the demand is real. New York is where we take it to the next level."
The announcement about its second physical space comes during a period of growth for Babylist, according to the company, which said it recently surpassed $750 million in annual revenue, marking 45% year-over-year growth and its eighth consecutive year of profitability. Babylist also recently launched Babylist Money, a new financial planning resource for families, and its first original podcast, Birth with Babylist.
