Babylist Opens Flagship Showroom, Designed For Today’s Consumer

Babylist solidifies its position as a leader in the $88 billion baby space by creating an innovative, consumer-first experience that combines product discovery, brand moments, and immersive content and emotional experiences

(Photo: Business Wire)

EMERYVILLE, Calif.--()--Babylist, the leading digital destination for growing families, today announced the opening of Babylist Beverly Hills, a flagship showroom experience that further establishes the company as a leader in the $88 billion baby market. Since its inception twelve years ago, Babylist has reinvented the baby category, expanding from a registry into a full-service platform that helps parents make decisions with confidence, stay connected, and build happy and healthy families.

"Customers have always been at the center of every decision we make at Babylist, which has led us to build a simple and helpful digital destination. We are excited to bring this online experience into the physical realm," said Natalie Gordon, Babylist founder and CEO. "Having a baby is an exciting and celebratory time, but we heard from our consumers that when they shopped in-store they were overwhelmed at best, discouraged at worst. We wanted to bring joy back to something joyful! We used our expertise in supporting and guiding our customers online to create a unique physical experience that will leave them feeling confident, celebrated, and connected."

When someone builds a registry, they are choosing every product for baby's first 6-12 months, almost all of which are entirely new brands and categories to them. Babylist customers report spending an average of 40 hours researching products to add to their registry and add on average 100 products to their registry. The showroom experience will guide them through the discovery of new brands and making these product decisions.

"The expectations, needs, and digital aptitude of the current generation of expecting and new families are radically different from previous generations. While they still have hundreds of decisions to make during this life stage, they look for a seamless physical and digital experience as part of the process," said Gordon. "Legacy baby and big-box retailers have put their focus on selling products in-store with never-ending aisles of merchandise. At Babylist, we have always put our users at the center of everything we build. In keeping with this view, Babylist Beverly Hills offers expert-guided content and top-recommended products across categories so parents can understand what they need without being inundated with endless choices."

Babylist Beverly Hills will include products from all key categories that are needed for babies, alongside opportunities for connecting with the community, both online and in the showroom, and spaces to learn, reflect, and laugh. Unlike traditional big box stores, consumers won't just see products on shelves; they will also touch and try these products to best evaluate what is right for their growing families.

The fully interactive experience is full of imaginative surprises and thoughtful touches created by a team who understands this unique life stage:

  • Curiosity: The 8 room-by-room home settings mean expecting parents can try out any product in a real-life way and easily access all the expert-driven Babylist product guides while creating their registry.
  • Celebration: Over a dozen photo moments and nostalgic games are peppered throughout the space, offering delightful breaks for everyone. The famous adult baby bouncer and all-terrain stroller track return alongside new installations like the classic carnival claw and colorful light peg board (just to name a few!)
  • Inspiration: What’s a registry without a bit of daydreaming? Babylist Beverly Hills is a visual treat, with rooms designed to please everyone from the most minimalist to those who love a little flair. The Expectful Lounge is a quiet, relaxing oasis where moms can take a moment of self-care and browse a product assortment all about their postpartum needs.
  • Community: Babylist Beverly Hills is an experience to share with friends or family — right in the heart of an iconic shopping destination. Community events will include new product launches, local meet-ups and circles, pop-up festivals, and registry parties worth the trip.

Since its founding, Babylist has dedicated its efforts to deliberate, steady, and strategic growth. In 2022, Babylist drove over $900M in gross merchandise value (GMV) and generated over $290M in revenue. Committed to finding new ways to best support growing families, the flagship showroom is another investment to broaden Babylist's offerings and solidify its position as the next generation's primary parenting company.

In addition to consumer needs, Babylist Beverly Hills meets unmet brand and DTC retailer needs. Babylist works online with 100s of vendors, retailers, and brands, and many have approached Babylist with a desire to bring their brands to life.

"Brands understand that consumers wouldn't visit 15 different baby boutiques to learn about their products. They also don't want to incur the expense of concepting and building out their own spaces, much less signing a long-term lease," said Lee Anne Grant, Babylist Chief Growth Officer. "Because we have such deep and long-lasting relationships with brands and a proven expertise in bringing them to life online, they approached us to co-create this showroom together."

Thirty-six brands, including Baby Brezza, Baby Jogger, BabyBjörn, Babyletto, ByHeart, Canopy, Chicco, Coterie, Dr. Brown's, Ergobaby, Etsy, Frenshe, Frida, Gap, Hanna Andersson, The Honest Company, JuJuBe, Kiki Milk, KiwiCo, Kylie Baby, Masimo Stork, Maxi-Cosi, Motorola, Mustela, Nanit, Nuna, Our Place, Proudly, Safety 1st, Savage x Fenty, Stokke, Thinx, Tiny Love, Tula, Wayfair, and Wonderfold partnered with Babylist on the showroom. These brands will work with Babylist's full-service content studio, The Push, which is available onsite at Babylist Beverly Hills, to produce content for Babylist's and brand partners' owned channels. The Push team will focus on video production and photography with its in-house editors, designers, and social media experts, ensuring that all content successfully connects Babylist's audience to brand partners while maintaining the highest level of trust and guidance that is authentic to Babylist.

Babylist Beverly Hills will open to the public on Friday, August 18th, and will be open daily from 11 a.m. to 7 p.m. For more information, including location details, visit

To develop the showroom, Babylist partnered with GROW, an independent women-owned firm led by mothers, and Poolside Etiquette, a woman-owned experiential event agency.


Babylist is the leading digital destination for growing families. For over a decade, Babylist has been the technology solution for expecting parents and the community that supports them, expanding from baby registry into a full-service platform that helps parents make decisions with confidence, stay connected, and build happy and healthy families. Every year Babylist helps over 9M people make purchases through its registry, app, ecommerce shop, and comprehensive product guides. The Babylist ecosystem now includes Babylist Health, which provides access to products and services including insurance-covered breast pumps, Expectful, a new voice in health and wellness for pre-pregnancy through postpartum care, and The Push, a branded content studio that works with the biggest companies in the baby space. With over 55M monthly pageviews and 1.2M TikTok followers, Babylist is a generational brand leading the $88 billion baby product industry. To learn about Babylist’s registry options, editorial content, and more, visit


Alexandra Russo


Alexandra Russo