Buy Buy Baby, the US maternity and baby giant, is back and will relaunch its e-commerce and physical stores

It is learned that on October 31, the new parent company of US maternal and infant products retail giant BuyBuyBaby announced that it will re-launch the brand's e-commerce website on November 18 and will reopen more than 100 stores.

BuyBuyBaby originally belonged to BedBath&Beyond. After the latter declared bankruptcy in April this year, BuyBuyBaby’s brand intellectual property was acquired by crib manufacturer DreamOnMe for US$15.5 million in July this year.

It is worth mentioning that DreamOnMe was once a supplier to BuyBuyBaby. In another auction, DreamOnMe also acquired the lease rights of 11 BuyBuyBaby stores in the Northeast for $1.17 million. These stores will be part of the more than 100 stores planned to reopen.

DreamOnMe originally planned to launch the BuyBuyBaby e-commerce website in October, but at the end of October, it decided to schedule the e-commerce website to be launched in mid-November at the same time as the physical store business. The first batch of stores will be located in various places from Maryland to Massachusetts.

At the beginning of 2023, BuyBuyBaby had 115 stores across the country, but all of them closed this summer after parent company BedBath & Beyond filed for bankruptcy in April.

Currently, BuyBuyBaby has not revealed much information about its upcoming e-commerce website and mobile app.

DreamonMe Chief Marketing Officer Avish Dahiya revealed that BuyBuyBaby plans to open 100 to 120 stores in the next one to three years. Dahiya emphasized that omnichannel retail is crucial for brands and physical stores play a role.

In addition, a DreamMe spokesperson said in a statement that both the new e-commerce website and physical stores will provide a better shopping experience. Consumers can download the registration application in the store and on buybuybaby.com, and then use their mobile phones to scan the items directly and add them to the registry.

BuyBuyBaby is a well-known American brand of maternal and infant products, which has accumulated a certain customer base and reputation. Its return means that competition in the American maternal and infant products market may become more intense.

Editor✎ Ashley/

Disclaimer: This article is copyrighted and may not be reproduced without permission.