Babylist Opens 20,000-Square-Foot Flagship in SoHo

The two-level space at 477 Broadway serves as the company’s second physical location, arriving three years after their Beverly Hills debut and shortly after the appointment of new CEO Jennifer Hyman. Unlike traditional big-box stores, the showroom is designed to address the specific anxieties of NYC parents, featuring a stroller track that mimics local sidewalk conditions and a dedicated area to test travel gear against taxi trunks and overhead bins.

Beyond retail, the floor plan focuses on the realities of city living. The ground floor features a Volvo EX90 for hands-on car seat installation, while the lower level simulates a home environment, showcasing nursery setups and feeding stations. The facility also houses a content studio and event space intended for community programming and influencer partnerships. This expansion follows a period of rapid growth for the platform, which reported $750 million in revenue in 2025 and is currently on track to reach $1 billion in 2026. According to the company, their platform is used by nearly 40% of first-time parents in the United States.