Babylist Plans Showroom in NY’s SoHo

Babylist (Oakland Calif.) has unveiled plans for its second showroom, a 20,000-square-foot experiential destination at 477 Broadway in New York’s SoHo. Slated to open in late summer 2026, it will offer growing families “an immersive, expert-led experience to explore and discover baby gear in person, build their registries with the guidance of Babylist’s registry consultant and attend events and educational classes,” the company said in a news release.

Alongside Babylist’s merch, the store will offer product curation and expert consultations aimed at the realities of city parenting — small apartments, limited storage and navigating life with a baby in a place where transit by taxis and rideshares are commonplace. Nursery vignettes throughout the space will help parents envision what preparing for a newborn looks like across a range of living situations, from dedicated nurseries to shared rooms. In addition, it will offer a dedicated education area for classes and workshops, and brands will have opportunities to connect with customers through product placements, dedicated brand showcases, pop-up spaces and events, including Babylist’s registry weekends.

The exterior of Babylist’s upcoming showroom in New York. Photo: Courtesy of Babylist

This is the e-commerce site’s second showroom; the first is in Beverly Hills. That 18,000-square-foot space opened in 2023.

“When we opened our first showroom, legacy baby retailers were closing their doors. The narrative was that in-person didn’t work for this category,” said Natalie Gordon, Founder and CEO. “What we built wasn’t a store, it’s a place for parents to explore, learn and walk away feeling confident about what they need. We have parents traveling from all over the country to experience Babylist in person. Beverly Hills proved the demand is real. New York is where we take it to the next level.”

The announcement of the second showroom comes during a period of growth for Babylist, the company said, including recently surpassing $750 million in annual revenue – a 45% year-over-year growth and its eighth consecutive year of profitability. Babylist also recently launched Babylist Money, a new financial planning resource for families, and its first original podcast, Birth with Babylist.