Babylist Opens 20,000-Square-Foot SoHo Showroom in NYC

Babylist opened a 20,000-square-foot showroom in Manhattan's SoHo neighborhood at the end of September, the company's largest retail location to date, CEO Jennifer Hyman said in an interview with Bloomberg's Scarlet Fu on "The Close," according to Bloomberg.

What is Babylist's new SoHo showroom?

It is a physical retail space built around research and guidance for expecting and new parents rather than a standard baby-gear store, Hyman told Bloomberg. The pitch centers on letting shoppers evaluate major purchases — strollers, car seats, carriers — in person before buying, with staff on hand to answer product questions.

How big is the space, and where is it located?

The showroom spans 20,000 square feet in SoHo, making it Babylist's largest store opening since the company began building out physical retail, Hyman said. The location opened at the end of September 2026, per the Bloomberg interview.

What can parents actually do inside the store?

Hyman described three concrete activities available to visitors:

• Research and compare major baby-gear purchases with product information on hand
• Try on and test baby carriers before buying
• Get help installing a car seat from staff at the showroom

"The space is designed to help expecting and new parents research major purchases with expert guidance," Hyman told Bloomberg, describing the showroom's role alongside Babylist's registry and online business.

Who is Babylist's CEO, and what did she say about growth?

Hyman, Babylist's chief executive, discussed the SoHo opening alongside the company's growth targets in the same conversation with Fu, though the interview did not break out specific revenue or store-count figures tied to those targets in the material reviewed. The showroom functions as a complement to Babylist's registry service, which parents use to list and receive gifts for major baby purchases, rather than a replacement for it, based on Hyman's framing in the interview.

What's next for Babylist's retail expansion?

The Bloomberg segment did not specify additional store locations or a timeline for further physical openings beyond the SoHo site. What is confirmed is that SoHo represents Babylist's largest showroom footprint so far, opened in late September 2026.

What to watch

• Whether Babylist discloses specific growth targets — revenue, store count, or customer numbers — tied to the SoHo expansion in future statements
• Any additional showroom openings in other cities following the SoHo debut
• How the in-person car-seat-installation and carrier-trial services affect online registry traffic
• Competitive responses from other baby-gear retailers expanding into experiential retail

Readers can watch the full interview with Hyman and Fu on Bloomberg for additional context on the showroom's design and Babylist's broader retail strategy.

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