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Babylist Opens Flagship Showroom in Beverly Hills

Brand’s first physical store combines product displays and immersive content




Photography: Courtesy of Babylist

Babylist (Emeryville, Calif.), will soon open its first physical flagship, in Beverly Hills. The showroom, which debuts Aug. 18 on South Beverly Drive, was created by the retailer in partnership with GROW, an independent women-owned firm led by mothers, and Poolside Etiquette, a woman-owned experiential event agency.

“Customers have always been at the center of every decision we make at Babylist, which has led us to build a simple and helpful digital destination. We are excited to bring this online experience into the physical realm,” said Natalie Gordon, Babylist founder and CEO. “Having a baby is an exciting and celebratory time, but we heard from our consumers that when they shopped in-store they were overwhelmed at best, discouraged at worst. We wanted to bring joy back to something joyful! We used our expertise in supporting and guiding our customers online to create a unique physical experience that will leave them feeling confident, celebrated, and connected.”

Babylist Opens Flagship Showroom in Beverly Hills

Photography: Courtesy of Babylist

Major elements of the space include:

  • A set of eight room-by-room home spaces where expecting parents can try products in a real-life way and access all the brand’s product guides while creating their registry.
  • More than a dozen photo moments and nostalgic games are peppered throughout the space, offering breaks for everyone. The brand’s adult baby bouncer and all-terrain stroller track are on offer, along with new installations like a classic carnival claw and colorful light peg board.
  • A lounge where expecting moms can take a moment of self-care and browse a product assortment on their postpartum needs.
  • Community event spaces for new product launches, local meet-ups and circles, pop-up festivals, and registry parties worth the trip.

Founded 12 years ago as an online-only entity, Babylist says it has grown to more than $900 million in gross merchandise value (GMV) and generated over $290 million in revenue.

📷 Courtesy of Babylist




MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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