Babies R Us plans to stage comeback with flagship store at American Dream

Babies R Us is trying to stage a comeback.

After going out of business and then being acquired by WHP Global, a leading brand management firm, the baby product retailer plans to open a new flagship store this summer at American Dream in East Rutherford, the megamall announced in a Jan. 10 press release.

Buckling under pressure from competitors such as Amazon.com and several billion dollars of debt, Toys R Us and Babies R Us liquidated its business and shut all U.S. stores months after filing for Chapter 11 bankruptcy in the fall of 2017.

Following Parsippany-based Tru Kids Inc.’s failed attempt to revive the iconic chains and subsequent closure of newly launched stores in Houston and Paramus, the brands were acquired in 2021 by WHP Global.

Along with opening a flagship Toys R Us location at American Dream, WHP forged partnerships with Macy’s to open hundreds of new outposts inside its department stores across the U.S., as well as online.

Yehuda Shmidman, WHP’s chairman and chief executive officer, said, “Since acquiring both the Babies R Us and Toys R Us brands in 2021, our mission has been laser-focused on bringing them back to America.”

“We achieved that mission for Toys R Us by opening our global flagship at American Dream and through our landmark partnership with Macy’s. Our plan to open Babies R Us at American Dream in the coming months is a huge milestone in the return of Babies R Us to the U.S.A., and it sets the stage for a national rollout of Babies R Us in the future,” he stated.

According WHP, the new location will be a “one-stop-shop for all things baby,” offering merchandise as well as a range of interactive experiences, like a stroller test track, wishing tree and photo station. It will also have a baby registry lounge, nursery design center with room set displays, learning center and a comfort zone for feeding or changing a baby.

Don Ghermezian, president and chief executive officer at American Dream, said, “We are thrilled to see Babies R Us back in the U.S. as part of the unparalleled retail experience that can only be found at American Dream.”

He went on to say, “We are excited to add the first Babies R Us flagship to our robust retail and entertainment lineup and know that families with young children and expecting parents will be thrilled to have access to this incredible destination for all their baby related needs.”

In advance of the store’s opening, Babies R Us plans to release digital content and resources for new and expecting parents. For updates and information on the return of Babies R Us in the U.S., follow @BabiesRUs across social or visit babiesrus.com