New York City — WHP Global, a leading brand management firm and owner of Babies”R”Us®, has formed a new partnership with premier shopping and entertainment destination American Dream in Bergen County, N.J., to bring the Babies”R”Us brand back to customers in the U.S. with the debut of its flagship store, which is scheduled to open this summer.
“Following the success of the Toys”R”Us flagship, which opened just over a year ago, 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,” says Don Ghermezian, president and CEO of American Dream. “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.”
The new Babies”R”Us flagship at American Dream will debut new interactive experiences for customers, such as a Stroller Test Track, Bon Voyage Photo-Op station where parents can announce their new arrival, and a Wishing Tree, where friends and family members can share their well wishes for baby.
Customers can also expect modern versions of the brand’s most beloved features at this flagship location, including a Baby Registry Lounge, Nursery Design Center with room set displays, Learning Center for private events and educational workshops to engage and support parents and caregivers, and a Comfort Zone to feed or change baby.
“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,” says Yehuda Shmidman, chairman and CEO of WHP Global. “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.”
For over 30 years, Babies”R”Us has been known as the most trusted authority on parenthood. Today, the Babies”R”Us brand can be found in more than 20 countries with digital sites, and over 100 standalone and side-by-side Toys”R”Us branded stores. For. More information, visit www.babiesrus.com.
American Dream, developed by Triple Five Group, is an unparalleled mix of world-class entertainment, retail and dining, comprising more than 3 million square feet near New York City in East Rutherford, N.J. American Dream is home to the new Toys”R”Us global flagship, the only standalone location in the U.S. For more information, visit www.americandream.com.
WHP Global is a leading New York-based firm that acquires global consumer brands and invests in high-growth distribution channels. WHP owns ANNE KLEIN®, JOSEPH ABBOUD®, JOE’S JEANS®, WILLIAM RAST®, ISAAC MIZRAHI®, LOTTO®, TOYS”R”US® and BABIES”R”US®. In December 2022, WHP signed a definitive agreement to acquire a 60% interest in the EXPRESS® brand. For more information, visit www.whp-global.com.
SOURCE: WHP Global