the staff of the Ridgewood blog
Paramus NJ, after years of ups and downs, the well-known baby retailer, BuyBuy Baby, is closing the doors on all its physical stores. This move comes just a year after the company filed for bankruptcy. All 10 remaining brick-and-mortar locations are set to shut down by the end of the year, as the brand transitions to an online-only model.
In a statement on its website, BuyBuy Baby explained its decision, saying, “We are transforming into a digital-first brand, focusing all our energy on providing an exceptional online shopping experience.” The company emphasized that the decision was driven by customer feedback and a desire to better meet the needs of today’s shoppers.
While the shift to e-commerce could allow BuyBuy Baby to remain relevant in the digital age, it acknowledged that this was not an easy choice. “It was a difficult decision and wasn’t a choice [we] took lightly,” the company added.
Last Chance for In-Store Shopping
With all stores closing, BuyBuy Baby announced that all in-store sales are now final. Customers can continue to use their gift cards at physical locations until October 31. After that date, gift cards will only be redeemable online at buybuybaby.com.
If you want to take advantage of closing sales before stores shut down, BuyBuy Baby still has four locations in New Jersey at the following addresses:
- 34 E Ridgewood Ave., Paramus
- 675 US Highway 1S, Iselin
- 711 NJ-28, Bridgewater
- 1590 Kings Highway N, Cherry Hill
How Did BuyBuy Baby Get Here?
This isn’t the first time BuyBuy Baby has faced store closures. Last year, the retailer was forced to close around 120 locations after its parent company, Bed Bath & Beyond, filed for bankruptcy. During the liquidation process, BuyBuy Baby’s intellectual property and trademark rights were sold to Dream On Me Industries for $15.5 million. Dream On Me had plans to reopen 100 BuyBuy Baby stores, but that vision has not materialized.
Meanwhile, Bed Bath & Beyond, which also struggled through bankruptcy, is making a comeback. Its kitchen, bath, and bedroom products are set to return to 102 locations of The Container Store, marking a resurgence for the once-ailing brand.
A Familiar Pattern
BuyBuy Baby’s store closures echo the story of another baby-focused retailer: Babies “R” Us. After its parent company, Toys “R” Us, went out of business, Babies “R” Us attempted a brief in-store comeback, but ultimately failed. The brand’s baby products are now sold in Kohl’s stores, following a similar trajectory to what BuyBuy Baby is experiencing now.
As BuyBuy Baby bids farewell to its physical stores, it hopes to carve out a new chapter online. Only time will tell if this digital shift will succeed where others have struggled.
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