The new owners of the Babies R Us brand today unveiled the flagship store that will be the centerpiece of their plan to revive the baby-focused retail chain that closed when its parent, Toys R Us, collapsed.
The store, at the American Dream megamall in East Rutherford, N.J., is designed to showcase the brand – and its potential – while selling car seats, strollers, furniture, clothing and everything else needed for a newborn.
The planned Babies R Us revival has been in the works since the new owners acquired the brand in 2021, but the timing of the store opening this week is particularly opportune. It is opening as all Buy Buy Baby stores are closing, due to the bankruptcy of parent company Bed Bath And Beyond.
Source: Forbes
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