A shopping cart sits in the parking lot at a Babies “R” Us store on January 24, 2018 in Chicago, Illinois.
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Babies R Us is trying to make a comeback.
The baby products retailer, which went out of business in 2018, will open a new flagship store at the American Dream mega mall in New Jersey this summer, its new owners announced Tuesday.
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“Since acquiring both the Babies R Us and Toys R Us brands in 2021, our mission has been focused on bringing them back to the US,” Yehuda Schmidman, CEO of WHP Global, said in a news release. WHP Global, a brand management firm, owns Tru Kids, the retailer’s parent company.
“Our plans to open Babies R Us in the American Dream in the coming months mark a major milestone in the return of Babies R Us to the USA, and it sets the stage for future national rollouts of Babies R Us,” said Schmidtman. ” ,
American Dream, who have had their own struggles, Located near MetLife Stadium, about 10 miles outside of New York City.
The American Dream megamall and entertainment complex in East Rutherford, NJ finally opened on October 25, 2019, after more than 17 years of construction. Then came the coronavirus pandemic.
Timothy A. Clary | AFP | Getty Images
Since acquiring True Kids in 2021, WHP Global has been on a mission to bring back the beloved Toys R Us and Babies R Us brands.
In 2021, Messi announces partnership With WHP Global to open 400 new Toys R Us outposts inside its department stores across the country and sell its products online.
A new Toys R Us flagship opened later that year, also in the American Dream.
The famed toy and baby retailer filed for Chapter 11 bankruptcy in 2017 after True Kids struggled To pay off its 12 year old debt and compete with the growing e-commerce platforms.
The following year, the brand failed to reorganize itself after the 2017 holiday season and proceeded with liquidation, closing over 800 stores and selling inventory at a discount of up to 95%.
The new Babies R Us outpost will be a “one-stop-shop for all things baby.” In addition to the exclusive range of merchandise, it will offer customers a range of interactive experiences including a roller coaster test track, photo-op stations and a wishing tree.
The flagship will also bring back the brand’s baby registry lounge, nursery design center with room set display, learning center and a comfort zone for feeding or changing baby on the go.
— CNBC’s Melissa Repko contributed to this report.