Online baby registry powerhouse Babylist will open its New York City flagship store in SoHo this summer, a sprawling 20,000-square-foot space at 477 Broadway. The move marks a significant expansion into physical retail for the digitally native brand, signaling a deep investment in a blended "clicks-and-bricks" future.
The lease for the location, which sits between Broome and Grand Streets, was signed in the fourth quarter of 2025. The new store will occupy parts of the ground floor and the lower level of the historic building. Tungsten Property, represented by Director of Retail Leasing Lydia Bell and Associate Cole Stapleton, managed the deal for Babylist. The landlord was represented by a team from Lee & Associates, including Paul Popkin, Morris Dweck, and Annie Squier.
The choice of 477 Broadway is strategic, placing Babylist in the heart of one of Manhattan’s most prestigious shopping districts, an area renowned for its high pedestrian traffic and vibrant retail mix. The site itself dates back to the early 19th century as part of the vast Rhinelander family estate, a name synonymous with old New York wealth and real estate. Today, the neighborhood is a bustling commercial center, making it a prime destination for shoppers and a key battleground for brands, as detailed in The Ultimate SoHo Shopping Guide.
A strategic move into physical retail
Founded in 2011, Babylist revolutionized the baby registry industry by creating a universal platform allowing parents-to-be to add products from any online retailer. This customer-centric model propelled the company to massive success online. The decision to open a large-scale physical store in one of the world's most competitive retail markets represents the next stage of its growth.
“Babylist has built an incredibly strong digital platform, and this lease represents a natural evolution into physical retail in one of the most competitive retail markets globally,” says Lydia Bell of Tungsten Property. “We continue to see strong conviction from digitally native companies and brands in omnichannel strategies, and this is a prime example of how physical retail can deepen customer engagement and drive long-term growth.”
This move is part of a broader trend of direct-to-consumer (DTC) brands venturing into brick-and-mortar. Companies that built their empires online are increasingly recognizing the value of physical spaces to enhance brand loyalty, provide hands-on customer service, and create memorable experiences that a website alone cannot replicate. The SoHo flagship will be Babylist's second physical location, with the company planning to apply lessons learned from its successful Beverly Hills showroom, which has proven to be a popular destination for new and expecting parents on the West Coast.
Experiential showroom to offer more than just shopping
The SoHo showroom is being designed to be far more than a traditional store. The brand has enlisted Arik Lubkin, the former chief creative officer of CAMP, to lead the in-store experience. CAMP is widely recognized for its innovative, play-based experiential stores, and Lubkin's involvement suggests Babylist aims to create an equally engaging and immersive environment for its customers.
The space will emphasize service and interaction, allowing customers to see, touch, and test a wide array of products firsthand. This is particularly crucial in the baby gear market, where parents often want to try out big-ticket items like strollers and car seats before making a purchase. The store will feature an "always-on" education component, with ongoing product demonstrations and expert consultations. Shoppers can browse the curated selection and scan items with their phones to add them directly to their Babylist registries.
In addition to product interaction, the location will serve as a community hub, hosting regular programming such as registry-focused weekends and other in-store events. Building on the success of its Beverly Hills location as a content generator, the New York store will have expanded areas specifically for content creation, including a podcast recording studio and digital production facilities. This allows the store to double as a media hub, capturing authentic content for its powerful online platform.
A vote of confidence in SoHo's retail future
The building's design offers a unique operational advantage, with dual entrances on Broadway and Crosby St. This layout will allow the brand to host private events, brand activations, and content shoots on the quieter Crosby Street side without disrupting the main customer experience on the bustling Broadway entrance. The continued investment along Crosby Street, including recent high-value sales like the $53 million acquisition of 61-63 Crosby St., highlights the street's growing importance in SoHo's luxury retail ecosystem.
We had a very specific vision for our New York space. If it wasn’t perfect, we were prepared to wait. Lydia listened, gave expert guidance, and negotiated a deal we’re genuinely thrilled with. We’re so excited to call this space home to Babylist New York.
Babylist joins a growing list of major brands that have recently opened or recommitted to large-format, experiential stores in the neighborhood, including the TAG Heuer flagship on Prince Street. The significant investment from a leading digital player like Babylist is a powerful vote of confidence in the enduring appeal of SoHo and the future of brick-and-mortar retail itself.
As e-commerce continues to dominate, the brands succeeding in physical retail are those that offer more than just transactions. They provide community, education, and experiences. The Babylist SoHo flagship, set to open its doors this summer, is poised to become a prime example of this new, integrated model of retail.
