Strategic Shift and Closure Announcement
Buybuy Baby announces a transition to an online-only business model, closing all physical stores by year-end as part of a "strategic reset." The decision follows a short-lived attempt to revive the brand with brick-and-mortar locations.
The company began closing sales across its stores, with gift cards valid in-store until October 31 and online thereafter. Baby registries continue to be available online, signaling a shift in focus to digital sales.
Background and Financial Challenges
Buybuy Baby, once a subsidiary of Bed Bath & Beyond, filed for Chapter 11 bankruptcy in 2023, leading to the liquidation of its stores. Its intellectual property was sold to Dream on Me Industries for $15.5 million.
The brand's ambitious plan to reopen 100 stores over three years under new ownership struggled against consumer hesitance and competition from major retailers like Amazon and Target.