c/o Babylist
Babylist, the baby registry and shopping platform, has opened a massive two-level showroom in SoHo, and the ground floor includes a stroller test track designed to look like a New York streetscape.
The 20,000-square-foot space at 477 Broadway opened on Friday, according to a PR Newswire release from the company. It’s Babylist’s second showroom and its largest yet, arriving three years after the company opened its Beverly Hills flagship.
The company says the space was designed around how New York families actually live, with smaller apartments and strollers that need to fold into a cab or a subway car. New CEO Jennifer Hyman, who stepped into the role earlier this month, said Babylist is building “the middle ground baby retail has been missing,” somewhere between endless online research and stores packed wall-to-wall with products.
View this post on Instagram
On the ground floor, a lounge area gives visitors a look at what’s ahead, including concierge registry appointments and guided sessions through the stroller and car seat areas. Past the stroller track, a car seat area built around a full-size Volvo EX90 walks parents through car seat safety and installation. There’s also a fit-check area for trying on baby carriers, a travel section with a taxi trunk and an overhead compartment for testing how gear fits, and the “In Your Corner Mart,” which highlights some of Babylist’s less expected offerings, like college savings accounts.
View this post on Instagram
Downstairs, a kitchen area is stocked with bottles, feeding accessories and high chairs, and a series of nurseries show off cribs, dressers, lamps and changing tables in setups ranging from shared rooms to roomier layouts. The tour ends in “The Apartment,” a 600-square-foot mock New York home where the products visitors have seen along the way are put to use.
Three brands have dedicated installations inside: a Momcozy pop-up on the ground floor, a Medela space, and a Zarbee’s installation styled as a sunlit greenhouse where parents can explore ingredients by touch and scent. MABĒ, Chicco, BabyBjörn, Gerber, Aveeno Baby, Crate&Kids, Freestyle and Volvo also have activations throughout the showroom.
The space also has an event area and a podcast studio, which the company says will host an ongoing calendar of educational events, panel conversations, product launches and content creation with Babylist’s influencers and experts.
To mark the opening, Babylist employees assembled NICU care packages that will go to every family in SUNY Downstate’s NICU over the next year.
The company says it brought in more than $750 million in revenue in 2025, up 45% from the year before, and is on track to hit $1 billion in sales this year. According to Babylist, nearly 40% of first-time parents in the U.S. use the platform.
