The US maternity and baby giant is coming back! The website sold $348 million last year

As the holiday shopping season approaches, Buybuy Baby, the maternal and infant giant formerly under Bed Bath & Beyond, announced its upcoming return.

Buybuy Baby, which claimed to be the most popular maternal and infant brand in the United States last year, was founded in 1996 by the children of Leonard Feinstein, the founder of Bed Bath & Beyond. At its peak, it had 137 offline stores. Earlier this year, Buybuy Baby still had 115 branches across the United States, but when its parent company Bed Bath & Beyond Inc. filed for bankruptcy in April this year, these stores were also announced to be closed.

In July of this year , Dream On Me acquired the intellectual property and brand of Buybuy Baby for $15.5 million. It must be mentioned that Dream On Me was originally a supplier of Bed Bath & Beyond, headquartered in Piscataway, New Jersey, and mainly manufactures baby products and baby furniture. In addition to intellectual property, the company also acquired the lease of 11 Buybuy Baby stores in the northeastern United States for $1.17 million in another auction.

Buybuy Baby's parent company, Bed Bath & Beyond, was acquired in June by Overstock.com Inc., the No. 50 online retailer in North America (according to Digital Commerce 360), for $21.5 million.

During the bankruptcy liquidation of its parent company Bed Bath & Beyond, although all offline businesses of BuybuyBabay were closed, its online business was temporarily maintained. However, perhaps for the launch of the new website, when you click on buybuybabay.com now, it is full of information and question-answering content. According to data provided by ecommercedb.com, buybuybabay.com's turnover in 2022 reached US$348.1 million, ranking 58th among popular toys, hobbies and DIY online stores in the United States.

According to the news that has been circulated, BuybuyBaby's new owner said that it will launch a new shopping website and 11 offline stores on November 18. These stores are located in five states, from Maryland to Massachusetts. These 11 stores are also the first batch of more than 100 stores planned to reopen.

Currently, Buybuy Baby has not disclosed much information about the new website and new APP that will be launched soon, but its spokesperson said: "It is guaranteed to be better than before." The spokesperson also mentioned in the statement that customers can contact their favorite products in the new Buybuy Baby and receive expert advice to find suitable products; customers can also download and register the company's application in the store and buybuyBaby.com, and then directly add and purchase products on it.

At the same time, the spokesperson also said that company executives would not be interviewed until the release. It is reported that the CEO of Buybuy Baby is Pete Daleiden, who said in a statement that Buybuy Baby's future is bright. According to his personal profile on LinkedIn, Pete Daleiden jumped from Bealls Inc. to the new company in August this year. Prior to this, he worked at Bed Bath & Beyond for 16 years, mainly as a merchandise sales director.

There are also reports that Dream On Me originally planned to launch a new e-commerce website in October, but decided at the end of October to launch the online channel together with the offline store in mid-November. The reason for the company's change of decision is not yet known.

However, what is certain is that the "reborn" Buybuy Baby will not honor the gift cards left by the "former" Buybuy Baby. According to the new company, the balances of the previous digital and physical gift cards have all expired under the previous ownership.

USA

Maternal and child brand

Reopen