Buybuy Baby, a popular store for baby products, has announced that it will close all its physical stores and focus only on online sales. This decision comes shortly after reopening several stores in New Jersey, including locations in Bridgewater, Cherry Hill, Paramus, and Woodbridge. All stores will close by the end of this year, though exact dates haven’t been shared yet.
In a message on its website, Buybuy Baby explained that the shift to being a “digital-first brand” was based on feedback from customers and partners. The company admitted that some people might be unhappy with the news, but stressed that the decision was not made easily. “This decision was made after carefully listening to you, our amazing customers,” the message said.
As part of the closure, Buybuy Baby has started sales on almost everything in stores. Customers can use their gift cards in-store until October 31, after which they can only be used for online purchases. The company also confirmed that its baby registry services will continue online.
Buybuy Baby’s troubles began when its parent company, Bed Bath & Beyond, filed for bankruptcy in April 2023. After that, Buybuy Baby’s brand and rights were bought by Dream On Me Industries for $15.5 million. Initially, Dream On Me planned to reopen stores and expand, but now they’ve decided to close all physical locations and focus on online sales.
This move reflects a larger trend in retail, where many stores are struggling to adapt to changing shopping habits. With more customers choosing online shopping, Buybuy Baby hopes to maintain its connection with expecting parents who rely on its products and services.
The closure of Buy buy Baby stores marks an important moment in retail, showing how many brands are adjusting to meet the needs of today’s shoppers.