Babylist Opens New York Showroom to Bring its Universal Registry to Life

The SoHo destination marks the company's second Showroom, bringing an immersive experience, community space, and content studio to New York.

OAKLAND, Calif., Sept. 25, 2026 /PRNewswire/ -- Babylist, the leading platform for growing families, today opened its New York Showroom, a 20,000-square-foot, two-level destination at 477 Broadway in the heart of SoHo. The opening marks Babylist's second Showroom location, its largest to date, and arrives three years after the company's Beverly Hills flagship. It also comes on the heels of Babylist welcoming new CEO Jennifer Hyman, who officially stepped into the role earlier this month.

Baby retail has had a tumultuous decade, with national superstore chains opening, closing, and trying to come back in smaller forms; independent boutiques offering a highly curated but sales-driven experience; and big-box retailers experimenting with dedicated baby sections. None of it has closed the actual gap. Parents aren't short on information - TikTok, Reddit, and mom groups already give them an endless scroll of reviews - they're short on confidence. What's missing is somewhere to go with all of it: a place to see the gear in person, ask real questions, and feel like they're not figuring it out alone.

The Showroom is Babylist's answer. It translates the company's trusted digital experience into a physical destination built for how families actually live in New York City - smaller apartments, strollers that need to fold into a cab or a subway car, and life at the cutting edge of trends. It opens as Babylist continues to grow beyond what began as a universal registry into a broader platform spanning commerce, health, financial products, and experiential retail.

"No one is born a parenting expert. Baby shopping today happens at one of two extremes: online, where you can research endlessly but never actually touch or try the product, or in a traditional store, where wall-to-wall products don't actually help you figure out what you need," said Jennifer Hyman, CEO of Babylist. "Babylist is building the middle ground baby retail has been missing - a place to explore, practice, and learn, with no pressure and no assumptions, surrounded by people who are genuinely trying to help. The Showroom is a physical expression of everything Babylist has become: a destination for growing families across commerce, education, content, and community."

Spread across two floors, the Showroom is organized around the journey of early parenting and designed to grow with families beyond the newborn stage. Visitors can expect three things from the space: hands-on experiences with the gear they're actually deciding between, brand activations from the partners that families already know and trust, and a running calendar of community programming that extends the experience well beyond the Showroom's four walls.

On the ground floor, an entry and lounge area lets guests plan their visit and see what's ahead, including concierge registry appointments and guided sessions through the car seat and stroller areas. A central boulevard leads into an immersive stroller track built like a New York streetscape, where parents can test-drive strollers built for the realities of city life, and a car seat activation area anchored by a full-size Volvo EX90 walks parents through car seat safety and installation. Nearby, a dedicated fit-check area lets guests try on baby carriers, a travel essentials section includes a taxi trunk and overhead compartment to test gear against real travel constraints, and the "In Your Corner Mart" introduces visitors to some of Babylist's less-expected offerings, like college savings accounts and other family services.

Downstairs, visitors are welcomed home. The staircase opens into a kitchen area stocked with bottles, feeding accessories, and high chairs, and a series of fully appointed nurseries show off cribs, dressers, lamps, and changing tables across a range of living situations, from shared rooms to more spacious layouts. The experience closes in "The Apartment," a 600-square-foot, fully realized New York home where every product a family has considered throughout their visit finds its place.

Three dedicated brand installations are woven into the visitor journey: a Momcozy experiential pop-up on the ground floor, a Medela space built around the brand's 60-year legacy, and a Zarbee's installation reimagined as a sunlit greenhouse where parents can explore ingredients by touch and scent. Beyond those three, the Showroom features integrated activations throughout from MABĒ, Chicco, BabyBjörn, Gerber, Aveeno Baby, Crate&Kids, Freestyle, and Volvo — part of Babylist's expanding roster of partners using the space to connect with growing families in person.

The Showroom's event space and podcast studio anchor an ongoing calendar of community programming, including educational events with partners, panel conversations, product launches, and content creation with Babylist's slate of influencers and experts — extending the Showroom's reach well beyond anyone who walks through the door.

As part of opening its New York Showroom, Babylist is also giving back to the local community. This week, Babylist employees gathered to assemble NICU care packages that will be delivered to every family in SUNY Downstate's NICU over the next year — part of the company's ongoing commitment to showing up for families in moments of need.

The New York opening comes amid significant momentum for the business. Babylist surpassed $750 million in revenue in 2025, growing 45% year-over-year and marking its eighth consecutive year of profitability, and the company is on track to reach $1 billion in sales in 2026. Babylist is trusted by nearly 40% of first-time parents in the U.S., and hundreds of brands across baby and beyond partner with the company to reach families during one of life's most significant transitions. The Beverly Hills flagship, which opened in 2023, has become a trusted hub for expecting parents, creators, and brand partners nationwide.

About Babylist
Babylist is the leading registry, e-commerce and content platform for growing families. More than 10 million people shop with Babylist every year, making it the go-to destination for seamless purchasing, trusted guidance and expert product recommendations for new parents and the people who love them.

What began as a universal registry has grown into a full ecosystem for new parents — including Babylist Health, Babylist Money, experiential showrooms, and podcasts — driving over $750 million in revenue in 2025. As we build a generational brand in baby, Babylist is reshaping the $235 billion kids and baby market by connecting growing families with everything they need to thrive and helping parents feel confident, connected, and cared for at every step. To learn more, visit www.babylist.com.

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SOURCE BabyList