Babylist Opened 20,000-Square-Foot SoHo Showroom

The e-commerce retailer is shifting to physical showrooms to drive registry and online sales growth.

Updated on Sept. 25, 2026 in Retail

Babylist Opened 20,000-Square-Foot SoHo Showroom

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Babylist has expanded its brick-and-mortar footprint by opening a 20,000-square-foot, two-level showroom in New York City's SoHo neighborhood. The space allows families to demo products in person before making purchases via QR codes.

Why it matters

The company aims to bridge the gap between digital registries and physical product testing, a move designed to support its path toward a projected $1 billion in annual sales by 2026. This expansion follows eight consecutive years of profitability.

Babylist reported over $750 million in total revenue for 2025, a 45% increase year-over-year. The new 20,000-square-foot SoHo space follows the company's first showroom in Beverly Hills and precedes a 2026 sales goal of $1 billion.

The players

Babylist

An e-commerce retailer and registry platform that has maintained profitability for eight consecutive years.

Jennifer Hyman

The current chief executive officer of Babylist overseeing the firm's physical and digital growth strategy.

The details

The showroom is designed as a destination for testing baby gear, featuring a stroller track that mimics a New York City streetscape. Visitors cannot buy inventory on-site; instead, they scan QR codes on items to add them to a registry or complete an online purchase. This model focuses on providing an expert-led, immersive experience without the operational overhead of holding retail inventory.

Babylist opened its first showroom in Beverly Hills in 2023.
The company surpassed $750 million in annual revenue during 2025.
The New York City showroom in SoHo opened in September 2026.
The firm projects reaching $1 billion in total sales during 2026.

Market Landscape

The New York City expansion follows the pattern established by the company's 2023 Beverly Hills showroom opening. This move represents a strategic effort to scale an immersive, low-inventory retail model within the highly competitive baby gear market.

Operators should monitor whether the physical showroom strategy effectively lowers digital customer acquisition costs for high-consideration goods. Observe if the shift to experiential, non-transactional floor space translates into improved registry conversion rates compared to pure-play digital competitors.

The takeaway

Babylist is leveraging its consistent profitability to test whether physical brand hubs drive higher lifetime value for registry customers. Operators should track how the company's $1 billion sales target evolves as it balances the high cost of urban real estate against increased showroom foot traffic.