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Revived Babies R Us brand unveils its first flagship store

The new owners opened today's flagship at the American Dream megamall.
The new owners of the Babies R Us brand unveiled the flagship today at the American Dream megamall in New Jersey. The store is the centerpiece of a previously unveiled plan to revitalize the retailer, which closed after the collapse of Toys R Us.

Babies R Us

The Babies R Us store is adjacent to the Toys R Us flagship store that WHP opened at the American Dream shopping center in December 2021. The flagship carries a wide range of baby products, including car seats, strollers and furniture.

The Babies R Us revival began when the brand was acquired by new owners in 2021. The opening of the first store after the brand's relaunch coincides with the bankruptcy of Bed Bath & Beyond and the winding down of the Buy Buy Baby retail chain.

WHP Global, which owns the Babies R Us brand, is applying the same plan of action it used to revitalize the Toys R Us brand in the country. The first step of that plan was to open a flagship store in a prominent location and use it as a launch pad to develop partnerships and build brand awareness.

Under the new format, Babies R Us will open in a space half the size of what it was before the brand closed. Still, the flagship has its own stroller test track, car seat installation area, design center and parenting class program.

WHP Global acquired a majority stake in the Toys R Us and Babies R Us brands after the bankruptcy and liquidation of Toys R Us. The company also has brands like Anne Klein, Joseph Abboud, Isaac Mizrahi and Bonobos under management.

Unlike previous attempts to revive Toys R Us, WHP did not focus on opening multiple stores, but instead focused on spreading the "Toys R Us is back" message, starting with a revamped website and partnerships with retailers before opening a Toys R Us flagship store at American Dream. WHP Global is planning a similar partnership with Babies R Us, but details of the project have not yet been disclosed.

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