Babies R Us to Launch Mini Shop Inside Kohl’s in North Jersey

Babies R Us Store Opens at American Dream Mall in NJ

A New Beginning for Babies R Us

On Wednesday, July 19, at 11 a.m., the highly anticipated grand opening of Babies R Us took place at the American Dream mall in New Jersey. This event marks a significant milestone for the beloved brand, which has undergone a transformation since its previous closures in 2018. The reopening of Babies R Us is not just a revival of a name; it represents a renewed commitment to serving the needs of expecting and current parents.

The Partnership with Kohl’s

In an exciting development for baby product enthusiasts, Babies R Us has entered into a partnership with Kohl’s, the well-known retail giant. This collaboration aims to open 200 miniature Babies R Us stores within Kohl’s locations across the nation, with the first of these stores debuting in Woodland Park, NJ. This strategic move, announced in March, is set to roll out in the fall of 2024, allowing customers to access a curated assortment of trusted baby brands both online and in-store.

Kohl’s has emphasized its commitment to providing a diverse range of products, including baby gear, furniture, feeding essentials, toys, and safety items. The integration of Babies R Us into Kohl’s stores is seen as a way to enhance the shopping experience for families, making it easier for parents to find everything they need in one convenient location.

A Focus on Family

Tom Kingsbury, the CEO of Kohl’s, articulated the company’s vision for this partnership, stating, “Evolving our assortment and bringing more relevant product to the millions of customers we serve is a core focus as we continue to deliver on Kohl’s broader growth strategy.” This initiative aims to position Kohl’s as a go-to destination for families, particularly in the baby gear category, which presents significant growth opportunities.

The Babies R Us registry will also be available on Kohls.com, allowing customers to build and share gift lists seamlessly. This feature is expected to resonate with new parents and gift-givers alike, enhancing the overall shopping experience.

The Legacy of Babies R Us

The return of Babies R Us is particularly poignant given the brand’s history. After the closure of Toys R Us and its sister brand in 2018, the names themselves retained a certain value and nostalgia among consumers. WHP Global, the parent company of Babies R Us, acquired the brand from Tru Kids in 2021, leading to the reopening of a Toys R Us store at the American Dream mall in 2021, followed by the recent launch of Babies R Us.

Attracting a Younger Demographic

Retail analyst Neil Saunders has praised Kohl’s decision to incorporate Babies R Us shops within its stores, describing it as a "sensible" strategy. He noted that Kohl’s is actively seeking ways to attract younger customers, and becoming a destination for baby products is a promising avenue. This approach not only aims to draw in new shoppers but also to stabilize sales by widening Kohl’s overall appeal.

New Jersey Locations to Watch

As part of the expansion, several New Jersey locations are set to open this year, including:

• 1 Route 37 West, Toms River
• 315 Route 206, Hillsborough
• 1710 US Highway 46, Woodland Park
• 3 Mill Creek Drive, Secaucus
• 14 Main Ave., Clifton
• 1300 State Rt 17, Ramsey
• 1800 State Route 23, Wayne
• 40 Mall Drive East, Jersey City
• Bergen Town Center – 200 Bergen Town Center, Paramus
• 5851 Route 42, Turnersville
• 460 Marketplace Blvd., Trenton
• 300 Bridgeton Pike, Mantua
• 79 Route 73, Voorhees

These locations will provide parents with easy access to a wide range of baby products, reinforcing the brand’s commitment to serving families in the community.

Conclusion

The grand opening of Babies R Us at the American Dream mall is a significant step in the brand’s revival, offering a fresh start for parents seeking quality baby products. With its partnership with Kohl’s and a focus on family-friendly shopping experiences, Babies R Us is poised to reclaim its place in the hearts of consumers. As the retail landscape continues to evolve, this new chapter for Babies R Us promises to be an exciting journey for both the brand and its customers.