Babies R Us – Reinvented

Following its closure alongside its parent company Toys R Us, Babies R Us has recently inaugurated its new flagship establishment within the American Dream Mall located in New Jersey, USA. This initiative has been spearheaded by WHP Global, a brand acquisition and management firm that assumed ownership of both retail chains from Tru Kids in 2021.

The smaller footprint store is designed with the needs of new and soon-to-be parents in mind. It offers various customer experiences, including a photo opportunity station for announcing new arrivals, a stroller test track, a nursery design center, a baby registry lounge, and a cozy area for feeding or changing babies.

WHP chose to reintroduce Babies R Us to brick-and-mortar retail because they believe it possesses something that budget-friendly discount sellers and online brands were missing: brand value.

Federal Heath was delighted to work on this flagship Babies R Us store, providing the interior décor & graphics elements, including full-service installation.

As you move through the store, distinctive design elements, such as our lightweight CoLite ceiling rings, draw attention and serve as captivating focal points.

Federal Heath's proprietary CoLite aerials

Custom-printed wall coverings and vinyl wall graphics are thoughtfully integrated throughout various departments. Additionally, MDF character shapes with printed faces add charm and style.

Dimensional copy on walls introduces a layer of depth, while custom-printed picture frames, dimensional wall murals, printed wall graphics, and illuminated focal wall elements add to the design and bring interesting character and flair.

WHP Global is embarking on an ambitious trajectory for Babies R Us. The CEO of WHP Global underscores the intention to emulate the successful renaissance of Toys R Us, with a nationwide expansion of Babies R Us stores through a similar collaborative venture akin to the Macy’s-Toys R Us partnership.

These newly envisioned Babies R Us stores are being meticulously designed to navigate the evolving retail landscape and adapt to shifting consumer purchasing patterns. Federal Heath is proud to have the opportunity to help bring their vision to life as they make their move back to brick-and-mortar locations. An announcement detailing the expansion plans for Babies R Us is expected from WHP by the end of the year.