Buybuy Baby is closing all of their brick and mortar stores in favor of online shopping.
Less than a year after the bankrupt big box retailer, which sells accessories, clothing, and furniture for infants and young children, attempted to reopen some locations under a new parent company, Buybuy Baby announced its 10 remaining stores would close by the end of 2024.
Buybuy Baby stated the decision for a “strategic reset” came after a year of listening to feedback from customers and partners.
At its peak, Buybuy Baby operated more than 120 stores, but that all changed as part of its parent company Bed Bath & Beyond’s bankruptcy liquidation. Dream on Me Industries, a designer and supplier of baby products, purchased the intellectual property and announced they planned to reopen several of Buybuy Baby’s locations.
Unfortunately, less than a year after the sale stores like Amazon and Target proved to be too much for the company that once competed with Babies “R” Us.
On October 18, Buybuy Baby announced they would be closing their physical stores and transitioning their business to online only.
“We’re transforming into a digital-first brand, focusing all our energy on providing an exceptional online shopping experience,” the company said in a statement on their website.
“With this shift, we’ve come to the difficult decision of closing our physical stores by the end of this year. We understand this may be disappointing news, and we want all our customers to know this wasn’t a choice we took lightly,” the message continued.
In order to help ease the transition from shopping in a physical store to online only, Buybuy Baby announced they would be offering “significant discounts on almost everything in-store.”
Gift cards will be honored in-store until October 31, after they will only be accepted online. Baby registries will remain available online.
“The loyalty and support of our customers over the years have meant the world to us,” the company wrote. “The relationships we’ve built in-store have been truly special, and we’re incredibly grateful for the time shared with us.”
I don’t know about you, but I’m disappointed that so many stores are closing up shop and switching to online businesses. I like going into a physical store and making a purchase.
The closure of Buybuy Baby stores marks the end of an era for those who preferred the in-store shopping experience, especially for such an important life stage as preparing for a new baby. The shift toward online shopping reflects the increasing trend of e-commerce dominance, where convenience and digital accessibility have taken center stage. However, for many, this transition leaves a void.
In its heyday, Buybuy Baby was a go-to destination for expecting parents, offering a tangible experience of browsing strollers, baby cribs, and infant clothes. The ability to physically interact with products and seek advice from in-store associates created a personal and engaging experience. For many, stepping into the store felt like a rite of passage in preparing for parenthood.
With the closure of its remaining physical stores by the end of 2024, Buybuy Baby joins a growing list of retailers that have shifted to an online-only model in response to evolving consumer habits. Major competitors like Amazon and Target—which offer both online and in-store shopping—have increasingly dominated the market, making it difficult for specialty stores like Buybuy Baby to maintain a foothold.
While the brand’s “digital-first” approach will likely streamline the shopping process and provide access to a broader range of products, it may leave many loyal customers longing for the personal touch and hands-on experience of in-store shopping. The company’s effort to ease this transition with discounts and continued support for gift cards and baby registries provides some consolation, but for those who value the brick-and-mortar experience, it’s certainly bittersweet.
Many shoppers share your sentiment. The shift to online-only shopping can feel impersonal and, in some cases, overwhelming. For many, the joy of physically browsing and making in-store purchases is irreplaceable. As more companies move in this direction, we might have to find new ways to create that tangible connection with the products we buy.
