Babies R Us will soon be returning to the American Dream Mall in New Jersey.
The store location will serve as a “one-stop-shop for all things baby,” the company said. Customers will be able to buy merchandise and engage in various interactive experiences, such as trying out strollers on a test track, photo-op station, and a wishing tree.
The retailer went out of business in 2018 as it reeled from a poor performance in the 2017 holiday season and struggled with an aging infrastructure, while digital-native subscription services continued to chomp into its market share. The company ended up shuttering 800 physical stores and sold its inventory at up 95% off.
Later in March 2021, the branding assets of the baby retailer and its sister company Toys R Us were acquired by the brand management company WHP Global.
“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,” Yehuda Shmidman, CEO of WHP Global. “Our plan to open Babies R Us at American Dream in the coming months is a huge milestone in the return of Babies R Us to the U.S.A., and it sets the stage for a national rollout of Babies R Us in the future.”
In August 2021, WHP Global struck a deal with Macy’s to open Toys R Us shop-in-shops at 400 department store locations by the end of 2022. The company also opened a new Toys R Us flagship store at the American Dream Mall late last year.