Babylist Opened New Physical Showroom in New York City
The baby registry company has launched a 20,000-square-foot location in the city's SoHo neighborhood.
Updated on Sept. 25, 2026 in Retail
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Babylist has expanded its physical presence by opening a two-level, 20,000-square-foot showroom in New York City's SoHo neighborhood. The location allows families to test baby gear in person, though all purchases must be completed online via QR codes.
Why it matters
The new space aims to provide an immersive, expert-led experience that bridges the gap between digital registries and physical product exploration. By offering a hands-on environment, the company seeks to deepen consumer engagement for its growing user base.
The company reported $750 million in revenue for 2025, marking a 45% increase compared to the prior year. Babylist has maintained profitability for eight consecutive years and projects total sales to reach $1 billion in 2026.
The players
Babylist
This e-commerce company provides a universal baby registry platform that allows expectant parents to add items from any store to a single list.
Jennifer Hyman
She serves as the chief executive officer of Babylist and oversees the company's retail and digital growth strategies.
The details
Visitors at the SoHo location can explore products using a stroller track designed to mimic a New York City streetscape. The showroom functions as a display space rather than a traditional retail store, utilizing QR codes on items to facilitate online registry additions or direct purchases.
Timeline
2023: Babylist opened its first physical showroom in Beverly Hills.
2025: Babylist recorded over $750 million in annual revenue.
September 2026: The company opened its new SoHo showroom.
2026: Babylist projects reaching $1 billion in total annual sales.
Market Landscape
This move follows the digital-native brand showroom expansion trend, where online-first retailers establish physical footprints to build brand loyalty. The shift allows the company to compete more effectively with traditional brick-and-mortar baby retailers by offering a hybrid service model.
Shoppers visiting the New York City location can gain hands-on experience with baby gear before adding items to their registries. However, customers should be prepared to complete their purchases online, as the showroom does not process direct point-of-sale transactions.
The takeaway
This showroom model highlights how digital companies are pivoting to offer tangible experiences for complex consumer decisions. Consumers should utilize such spaces to test gear functionality before committing to large registry purchases.
What happens next
Babylist has projected reaching $1 billion in total sales during the 2026 calendar year.
Further reading
Learn more about the evolving landscape of Retail as e-commerce brands continue to open physical spaces.
Live Poll
Is it a good idea for online baby registries to open physical stores for customers?
