Babylist, the online baby registry platform, is taking its click-to-cart world into real life in SoHo. The company is set to open its first East Coast brick-and-mortar showroom at 477 Broadway, landing in one of the neighborhood’s busiest retail stretches.
According to CoStar, the lease covers the storefront at 477 Broadway and lists Lee & Associates brokers Morris Dweck and Paul Popkin on the deal, with Annie Squier and Lydia Bell of Tungsten Property also involved. CoStar notes that this is Babylist’s first physical outpost on the East Coast.
What to expect inside the store
Babylist has already tested its showroom concept in Beverly Hills. That space was described as a hands-on environment with demo nurseries and a stroller test track, per BusinessWire and the company’s own showroom materials. The existing showroom information highlights QR codes and guided demo areas that let visitors try gear, then add items to their registries in real time, a model the SoHo location is likely to mirror.
Why SoHo
SoHo has been posting a stronger retail story lately. The SoHo Broadway Initiative reports an 89% retail occupancy rate and a run of new store openings in recent quarters. That kind of momentum has made the Broadway corridor especially appealing to experiential retail concepts that want steady foot traffic along with destination shoppers, which lines up neatly with Babylist’s in-person strategy.
For local parents and anyone on gift duty, a Babylist showroom in SoHo would mean a chance to test strollers, compare nursery products and build a registry in person before buying online. This story will be updated when Babylist or the leasing team releases an official opening date or additional details.
