Babylist, the 12-year-old digital destination for growing families, has announced the opening of its first brick and mortar showroom in Beverly Hills. The 18,000-square-foot showroom is set to make an impact on the $88 billion baby market.

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Natalie Gordon, founder and CEO of Babylist, said, “Because we actively engage with our community on a daily basis, we understand their brand preferences and how they evolve. As a result, we help partners make an impact on their target audience.”

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The showroom will offer an experiential shopping experience, with customers able to make an appointment with an expert. It will feature over 200 brands, all vetted by Babylist experts. The showroom will also feature a content studio, where Babylist will produce editorial content, and a shop for gifts.

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The opening of the showroom comes at a time when the baby market is up for grabs, with the exit of Buybuy Baby from the market. Buybuy Baby is closing all of its U.S. stores as part of its parent company, Bed Bath & Beyond’s, ongoing bankruptcy liquidation. (A judge approved the sale of Buybuy Baby's intellectual property for $15.5 million to Dream on Me industries, a New Jersey-based designer and supplier of baby products.)

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Babylist is also the first to market a metaverse activation, where parents-to-be and gift-givers can discover, explore and engage with products in a realistic 3D virtual home, and then easily purchase or add those items to their registry.

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Across its platforms, Babylist reaches 55 million unique monthly pageviews, 3 million active email subscribers, and 8 million customers. The brand has a proven track record of maintaining high engagement with more than 1.7 million followers across all of its social platforms. About 80% of the brands that worked with Babylist in 2021 renewed or plan to renew for 2022 at an average of 120% more in spend, Babylist said.

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Sources: https://www.forbes.com/sites/sharonedelson/2023/08/14/babylist-opens-first-brick-and-mortar-showroom-in-beverly-hills/