An online registry that served over nine million new parents and gift-givers in 2022 is making its first permanent foray into brick-and-mortar.
Oakland, California-based Babylist will open an 18,000sq ft flagship this summer, in Beverly Hills, California, in a space that formerly housed Anthropologie/BHLDN.
Babylist will offer an experiential and interactive experience that gives parents-to-be the opportunity to test-and-try products in a “celebratory” environment, the company said. The store will include such features as a “guided” registry experience, brand integrations, gift boutique and blended physical and digital content that helps customers understand products.
The flagship follows pop-ups called Cribs that Babylist tested last year in Los Angeles and New York City. The temporary outposts were only open for a couple of days.
