Buybuy Baby is saying hello again.

After being purchased by Piscataway-based retailer Dream On Me Inc., the baby goods brand is staging a comeback, reopening 11 of the 115 stores that closed when parent company Bed Bath & Beyond went bankrupt.

To mark its return to brick-and-mortar, Buybuy Baby plans to host in-store celebrations from 10 a.m. to 1 p.m. Nov. 18 at each of the newly relaunched locations, which include four in New Jersey: Bridgewater (711 Route 28), Cherry Hill (1590 Kings Highway), Iselin (675 Route 1 S., Suite 1) and Paramus (34 E. Ridgewood Ave.).

The events are free and open to the public; however, attendees should RSVP on Eventbrite, according to Buybuy Baby.

In addition to giving expectant parents and their loved ones an opportunity to try out products through demonstrations and hands-on activities, they’ll also be able to meet with experts to discuss topics like car seat selection and safety, postpartum recovery, and nursing and feeding preparation.

The celebratory events will also give expectant parents a place to build a community while enjoying snacks, as well as a chance to win a variety of prizes, like strollers, car seats and breast pumps.

Living the dream

The relaunch comes less than four months after Dream On Me spent $15.5 million to acquire Buybuy Baby’s intellectual property rights. It also spent $1.17 million to purchase 11 brick-and-mortar locations on the East Coast, the first part of a larger plan to add more than 100 stores over the next three years. 

Operated independently from Dream On Me, the new company is led by Pete Daleiden, a former Bed Bath & Beyond executive who spent three of his 16 years with the company as a vice president of merchandising, planning & allocation for Buybuy Baby.

The new stores will feature a curated assortment of baby and maternal wellness brands, as well as an elevated retail experience that includes the addition of handheld point-of-sale devices for seamless checkout and the integration of QR codes to offer customers access to additional product details.

A new website, along with a revamped registry that allows customers to add and purchase items directly from a dedicate app, went live last month.

In a statement, Daleiden said, “The best of everything baby is back! We are thrilled to welcome customers to our revamped stores for a first look at the latest and greatest curated assortment and an elevated shopping experience. Parents and caregivers can engage with their favorite brands and receive trusted expert advice to find the right product to make their parenting journey joyful and easier. We are holiday-ready and can’t wait to celebrate in style! While our team and celebration are small in scale, the excitement is BIG baby!”

“The future of buybuy BABY is bright, and our modest team is committed to ensuring that buybuy BABY remains the go-to destination for all parents, caregivers and families seeking thoughtfully designed and trusted, high-quality baby and toddler products, with exceptional customer service,” added Daleiden. “We are just getting started and are grateful for the time and opportunity to rebuild this iconic brand into a new and improved iteration.”

Buybuy Baby’s return follows a similarly speedy comeback by Bed Bath & Beyond. After winning the Union-based home goods retailer’s IP auction in June for $21.5 million, Overstock.com revived the brand two months later, launching a refreshed website and mobile app where shoppers can purchase home décor, furniture, bedding and kitchenware.