Babylist, a digital platform for baby registries and parenting resources, has signed a new 10-year lease for 20,000 square feet at 477 Broadway in Soho, its first physical store iin New York City, announced Lee & Associates NYC.The lease includes approximately 10,000 square feet on the ground floor and 10,000 square feet on the lower level.
Lee & Associates NYC’s Paul Popkin, Morris Dweck and Annie Squier represented the landlord, 477 Realty LLC, in the transaction. Lydia Bell and Cole Stapleton of Tungsten Property represented the tenant.
Founded in 2011 by Natalie Gordon, a former Amazon software engineer, Babylist reimagined the traditional baby registry by creating a universal platform that allows users to add products from any retailer.
The SoHo location builds on the success of its Beverly Hills showroom, which opened in 2023. That location has proven highly successful as a hands-on environment where customers can interact with products, consult with experts and attend community and brand-driven events.
At 477 Broadway, Babylist will build on the success of its Los Angeles showroom with a new retail and showroom concept designed to bring its digital platform into a physical environment. The space is expected to offer customers the opportunity to engage with products, brands and expert guidance in a more hands-on, experiential setting.
The brand’s experience is being led by Arik Lubkin, former chief creative officer of Camp, who recently joined Babylist to spearhead the design and customer journey.
“There is a real gap in the market for this type of experiential retail in Lower Manhattan, particularly in the baby category,” said Popkin. “Babylist identified SoHo as the ideal location for its first New York City store and is bringing a completely new concept to the neighborhood, one that blends retail, showroom and community in a way that simply doesn’t exist today. The scale and configuration of 477 Broadway made it the perfect canvas for that vision.”
