Babylist is primed to make its mark on the $88 billion baby market with the opening of an 18,000-square-foot brick and mortar showroom in Beverly Hills. “Because we actively engage with our community on a daily basis, we understand their brand preferences and how they evolve,” said Natalie Gordon, founder and CEO. “As a result, we help partners make an impact on their target audience.”
The 12-year-old digital destination for growing families, today announced the opening of Babylist Beverly Hills, a flagship showroom experience that underscores the company’s leadership in the baby market. Since its inception 12 years ago, Babylist has reinvented the baby category, Gordon said.
“When someone enters the space, they’re going to make 30 product decisions,” Gordon said. “The flagship is completely experiential. You can make an appointment with an expert.”
Babylist’s The Push content is editorial produced by the brand. “We have a studio we use to work with brands,” Gordon said. “There will be a shop on site for wonderful gifts. The flagship will offer 200-plus brands, all vetted by Babylist experts. I have an amazing team.
“It’s a full-service content studio,” Gordon said. “The Push, provides the most effective way for brands to connect with expecting and new parents and their whole families. The Push offers a customizable suite of creative solutions and measurable results from Babylist’s industry-leading website, app, newsletters, and social platforms.
“When I created Babylist, I was a customer,” said Gordon, a former software engineer. “We have a large and thriving media business.”
The exit of Byebuy Baby from the market leaves customers up for grabs. The baby retailer is closing all of its U.S. stores as part of its parent company, Bed Bath & Beyond’s, ongoing bankruptcy liquidation. (A judge approved the sale of Buybuy Baby’s intellectual property for $15.5 million to Dream on Me industries, a New Jersey-based designer and supplier of baby products.)
Babylist is the first to market a metaverse activation where parents-to-be and gift-givers can discover, explore and engage with products in a realistic 3D virtual home, and then easily purchase or add those items to their registry.
Across its platforms, Babylist reaches 55 million unique monthly pageviews, 3 million active email subscribers, and 8 million customers. The brand has a proven track record of maintaining high engagement with more than 1.7 million followers across all of its social platforms.
The Push team uses the organic learnings from Babylist to create branded content for partners that achieve success. About 80% of the brands that worked with Babylist in 2021 renewed or plan to renew for 2022 at an average of 120% more in spend, Babylist said.
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