Plenty of retailers sell strollers, cribs and bedding, and baby clothes, but since Babies R Us bid adieu to the U.S. market in 2018, there's been a void in one-stop shopping for baby goods.
Sure, the well-organized baby section at Target is no slouch, Walmart and Amazon also offer good selections, and then there's Buy Buy Baby, which has plenty to offer but is also notoriously expensive. But none of them match the convenience that Babies R Us once offered.
And it's perhaps that in that void WHP Global, the company that acquired the Toys R Us and Babies R Us brands in 2021, sees an opportunity. WHP has continued operating Babies R Us stores outside of the U.S., but the company now plans to bring back the baby superstore with a flagship outlet in New Jersey's American Dream Mall.
In addition to one-stop shopping for anything related to infants and toddlers, the retailer wants to offer shoppers interactive experiences like a stroller test track to give that baby carriage a quick spin before purchasing. The store also plans to feature a nursery design center complete with room displays, a learning center for workshops and events, a lounge for parents completing their baby registries, and an area to feed and change babies.
WHP Global opened a Toys R Us at American Dream in December 2021, but the due date for its new flagship Babies R Us hasn't been revealed. The company plans to open more Babies R Us and Toys R Us locations over time, though no plans for expansion have yet been disclosed.