The fast-growing Babylist has brought its online registry for new parents and gift-givers to life with the opening of its second physical location.
The California-based company opened a 20,000sq ft, two-level destination in the heart of New York City’s SoHo neighbourhood. The space offers growing families and other visitors an immersive “expert-led” experience where they can explore baby gear in person, build their registries and attend classes and events.
Visitors can’t purchase directly in the store. But every item has a QR code that they can scan and add to their registry or purchase on the site.
The SoHo opening comes three years after Babylist opened its first showroom, in Beverly Hills, California and weeks after Jennifer Hyman, Co-Founder and former CEO of Rent the Runway, took the helm as chief executive.
The opening also comes amid significant momentum for the business. Babylist surpassed $750M in revenue in 2025, growing 45 per cent year over year and marking its eighth consecutive year of profitability. The company said it is on track to reach $1bn in sales in 2026.
Spread across two floors, Babylist is organised around the journey of early parenting and is designed to grow with families beyond the newborn stage. The space offers hands-on experiences with baby gear, brand activations and community programming.
