Babies R Us, which went out of business in tandem with its parent company, Toys R Us, in 2018, is opening its new US flagship store on Wednesday at the American Dream Mall in New Jersey. The brand’s comeback store is spread across 10,000 square feet and will carry an assortment of products and services catering to the needs of new and expecting parents, according to WHP Global, a brand acquisition and management firm that bought both retail chains from Tru Kids in 2021.
The plan for Babies R Us is equally ambitious, Yehuda Shmidman, CEO of WHP Global, said in an interview with CNN. He said Babies R Us’ comeback will “mimic” that of Toys R Us: “Expect the same ambitious rollout,” said Shmidman, adding that WHP is looking at taking Babies R Us nationwide with a similar partnership to Macy’s-Toys R Us. Babies R Us’ reemergence comes as another once popular one-stop-shop of baby and toddler products – Buybuy Baby – is going away, supposedly forever.