Babies R Us returns to the U.S. market by opening a flagship store in American Dream Mall.
Babies R Us returns to the U.S. market by opening a flagship store in American Dream Mall, N.J. The official opening is scheduled for the summer of 2023. The company said the new outlet will be a "one-stop store for everything baby." Babies R Us will feature an expanded range of products and services for expectant parents.
The launch of the flagship at American Dream Mall is a milestone for the retailer, returning to the U.S. after a deal with WHP Global. The company acquired Babies R Us and Toys R Us in 2021.
"Since acquiring both the Babies R Us and Toys R Us brands in 2021, our mission has been laser-focused on bringing them back to America," said Yehuda Shmidman, chairman and CEO of WHP Global.
The new flagship will feature interactive services for customers, including a stroller test track, a Bon Voyage photo booth, and a wish tree. In addition, the store will feature a newborn check-in lounge, a nursery design center, a feeding area, and a learning center for workshops.
In December 2021, the flagship Toys R Us store at American Dream opened under WHP Global. In addition, the conglomerate announced a partnership with Macy's with store openings at department stores nationwide.