Babies R Us has recently launched its first flagship store since its corporate parent, Toys R Us, filed for bankruptcy in 2018.
This week, Babies R Us returned to the U.S. by opening a new store at the American Dream Mall in New Jersey. The company’s latest flagship aims to reintroduce the brand to consumers and attract shoppers through its physical presence. The store boasts exciting features, including a build-your-own nursery section, a stroller test track, and a dedicated registry space.
Babies R Us is not only offering a digital presence for online shipping but also creating a unique and exceptional one-stop shop experience. According to CEO Yehuda Shmidman, this combination of online convenience and in-store offerings is unparalleled.
Additionally, the store provides a welcoming experience for expecting parents, offering them the opportunity to try out a variety of products, such as strollers and car seats. The stroller test track is specially designed with real-life terrain, including grass and sidewalk steps. It allows shoppers to experience pushing a stroller in different conditions and environments. Adjacent to the test track, customers can test car seats by securely installing them inside a simulated car seat environment.
Despite the potential economic challenges ahead, the Babies R Us brand remains confident in its customer base.
“When you look at the data over time, there are two areas in particular that are recession proof,” Shmidman said. “They are babies and pets. People are not slowing down because they are always taking care of their kids.”
