Babies R Us Back With New Jersey Flagship Store

First came Toys R Us’ revival and now Babies R Us is experiencing its own rebirth, too.

Photo Insert: Babies R Us' comeback store is spread across 10,000 square feet and will carry an assortment of products and services catering to the needs of new and expecting parents.

Babies R Us, which went out of business in 2018 along with its parent, Toys R Us, is opening its new US flagship store on Wednesday at the American Dream Mall in New Jersey, Parija Kavilanz reported for Reuters.

The brand’s comeback store is spread across 10,000 square feet and will carry an assortment of products and services catering to the needs of new and expecting parents, according to WHP Global, a brand acquisition and management firm that bought both retail chains from Tru Kids in 2021.

Tru Kids had bought Toys R Us (which also owned Babies R Us) in a 2018 liquidation sale and had attempted to resurrect the toy store chain, opening two locations in New Jersey and Texas in late 2019.

But both of those locations shut down in 2021 as the pandemic raged. Since acquiring both brands, WHP Global first fueled Toys R Us’ comeback. It opened a new 20,000-square-foot Toys R Us flagship store, also at the American Dream Mall, in December 2021.

WEEKLY FEATURE : MVP Group Keeps Lights On During Pandemic